我國合唱團企業經營模式運用之研究以台北藝術家合唱團為例

A Study on the Application of Enterprise Business Model by Chorus Group in Taiwan─ A Case on Taipei Artists Chorus

郭柏毅(Bou-Yi Kuo)

指導教授 ： 夏學理

國立臺灣師範大學/藝術學院/表演藝術研究所/碩士(2012年)

摘要

臺灣的表演藝術及文化環境開始進入關鍵性的轉型期，包括公共藝術設置計畫、捐助成立財團法人國家文化藝術基金會、地方性的藝術季與國際小型展演活動蓬勃發展、國立文化藝術機構的建立等等；爾後更推動「文化產業化，產業文化化」之理念，對於文化中的一環之表演藝術來說，產業化過程中之企業化經營實為一種要課題。
我國表演藝術團體大多面臨財務困境，雖有組織規模但缺乏企業管裡之相關理念，如將表演藝術團體的展演視為一產品，表演藝術團體提供產品並給予良好欣賞產品的環境，那麼從產品的研發到產品的上架並且給予顧客之服務，便創造一簡單之企業營運中供需關係之價值鏈系統，一個企業為了創造服務質量，並且提高服務指數，進而創造顧客滿意度，並且創造企業價值，企業進而獲得利潤。但臺灣表演藝術團體大多財務體質薄弱、周轉能力不良，經常遊走在虧損邊緣，甚至長期處於赤字，若以企業之經營概念來說，ㄧ個企業必須很注重獲利模式及企業的管理，才可能對所生產的產品在給予更多服務的同時，讓顧客購買更多，付合理或更高的價格，再利用口碑帶來更多的顧客，但當企業在達到一定成熟期後，所追求的將不再只是穩定的獲利，更希望達到的是企業增值，那麼勢必踏上經營模式之調整，又或是以多角化之經營來達成企業之增值之目的。
「台北藝術家合唱團」在 1987 年成立初期即立定「藝術產業化、產業藝術化」的指導方針，其在企業支持與政府輔導的兩個時期裡，不但致力於音樂專業領域的精進，也進行管理實力的養成，希望能夠以表演藝術為出發點，從事文化創意事業，並且藉由與表演藝術的整合，延伸到商業上，透過表演藝術產業上、中、下游的串連與整合，從表演藝術跨入具有商業性質的企業經營模式。
本研究嘗試以企業經營之角度探討合唱團體之經營，並以個案「台北藝術家合唱團」來分析並探討表演藝術運用企業經營模式之可行性，透過其內外在之分析，找出相關經營方法，進而歸納出具體之營運策略，期能提供優良之表演藝術企業經營模式，將表演藝術帶入另一境界，促使表演藝術成為社會大眾生活領域中的一部份，達成「家庭藝術化的目標」，進而達成「藝術企業化」之目標。

關鍵字

合唱團 ； 營運模式 ； 台北藝術家合唱團 ； 文化產業化 ； 藝術產業化 ； 藝術企業化

並列摘要

The performing arts and cultural environment has entered a crucial transformation. Setting programs of public art were developed, National Culture and Arts Foundation was established, local art seasons and minor international performance activities flourished, national culture and art agencies founded. Followed with the promotion to “culture industrialization, industry culturalization” concept, the commercialized management in the industrialization progress to performing art, part of the culture, is an important topic.
Most of performing arts groups in Taiwan are facing financial difficulties, although the size but lack of the related concepts of corporate management, such as treating performances of a performing art group as a product. A performing arts group provides their product and also a good environment to enjoy it, therefore from the product research-design, shelves, and provides services to customer; the whole process has created a simple supply-demand value chain system of a corporate operation. An enterprise creates service quality, improves the service degree, thus creates customer satisfaction and corporate value, in the end the enterprise earns profit. However most of the performing arts groups in Taiwan are weak in financial structure and poor in turnover ability, and are commonly at the edge of deficit or even in the red. From the view of enterprise management, an enterprise must attach great importance to its profit pattern and management, so it can provide more services to its product and meanwhile let customers to buy more, pay reasonable or higher prices, and bring more customers through public praises. However, when an enterprise reached a certain maturity, the target will not be only stable profit but a rise of its value. To achieve the target an enterprise will have to adjust its operation pattern or become multi-direction operation.
“Taipei Artists Chorus” has set the “art industralized arts group, industry full of artistic breath” at its early stage of establishment in 1987. In the periods of corporate support and government counseling, it dedicated to not only the striving in the expertise in music, but also the strength in management, hoping to devote to culture creativity industry based on performing arts, and extend to businesses by the integration to performing arts. Through contacting and integrating the upper, middle, and lower reaches of performing arts industry, TAC will step into a business-nature business model from performing arts.
This study attempts to explore the operation of chorus groups from business operation perspective, and analyze and explore the feasibility of use of business model on performing arts, using “Taipei Artists Chorus” case, through internal and external analyses to find relative operation method, and then to conclude specific operation strategies. Hope the study to provide excellent business model for performing arts and bring performing arts to a new realm, to promote performing arts into part of the public life, and reach the target of “family full of artistic breath”, in then and “art industralized arts group”.

並列關鍵字

Chorus ； Application of Enterprise Business Model ； Taipei Artists Chorus ； culture industrialization ； culture creativity industry based on performing arts ； art industralized arts group

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