台灣表演藝術團體週邊商品行銷研究

A Marketing Study on the Augment Products in Taiwan of the Performing Arts Groups

張佳華(Chang Chia Hua)

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(2007年)

摘要

二十一世紀的今日，因科技發展，造就網路與通訊活絡，增加了文化與藝術交流的機會，讓具有藝術魅力的週邊商品得以蓬勃發展起來。擁有著文化、創意與藝術內涵的表演藝術團體，可以透過量身定做，打造獨一無二的專屬商品，並運用各式行銷手法和通路，藉由商品的傳遞，增加與消費群眾間的互動和連結。
根據國外案例發現，因百老匯音樂劇所開發出來的各式週邊商品，與節目同樣受到消費者青睞；美國紐約大都會博物館門票收入不到兩成，其他兩萬多種衍生商品、會員費等，營收超過一億美金，為故宮週邊商品與商品授權收入的三十二倍以上；2007年開始，國內故宮與日本三麗鷗（SANIRIO）合作開發的翠玉白菜、螽斯、蚱蜢玩偶，每月以超過千萬元以上的營運績效，超越同區的「大業高島屋」、「美麗華百貨」，成為商家營業稅第一名。
這些經過創意、設計和包裝的文創週邊商品，比門票更值錢；對於藝術團體而言，如能投入相當的人力資源進行週邊商品之設計製作與行銷販售，將能使表演藝術之週邊商品發展更上軌道，不僅如此，還能為藝術團體帶來可觀之非票房收益，用以投入製作更多、更好且更豐富的作品上，供社會大眾欣賞。
本研究以國外表演藝術和視覺藝術市場開發週邊商品之經驗，試圖驗證台灣表演藝術團體是否能產生相同效益，抑或是額外的負擔？經個案研究與深入訪談後發現，國外的市場經驗，並不適合套用於國內藝文團體，可能原因如下：
一、視覺藝術與表演藝術本質不同，他山之石無法沿用。
二、表演藝術市場營運艱困，藝文團體無法投入更多的人力資源，於週邊商品開發與商品行銷。
三、目前國內藝術市場與表演藝術之週邊商品發展尚未成熟，民眾對於藝文欣賞與購買週邊商品的習慣仍在養成中。
四、表演藝術團體對於投入週邊商品開發，是否能帶來如期成效，抱持存疑態度。
五、政府對於輔導表演藝術團體開發週邊商品部分，並無相關的配套措施。

綜括以上各種因素，以致於台灣表演藝術團體週邊商品的行銷成效不盡理想，筆者也針對上述研究發現提出建議，以作為後續研究之發展貢獻。

關鍵字

週邊商品 ； 表演藝術 ； 文化商品 ； 行銷

並列摘要

Due to present technology development in 21st century, network and communi-cation grow up extremely well, and the interaction opportunities of culture and arts are thus increased with the result that the development of augment products with artistic fascination flourishes vigorously. Performing arts groups with culture, innovation and artistic cultivation are able to create unique exclusive merchandise through customization, and thus enhance their interaction and connection with consumers through transmission of products with the help of various marketing approaches and channels.
According to overseas cases, it is found that various augment products developed from Broadway musicals are well received by consumers, the same as the program itself. Income from entrance tickets is less than 20 percent of the total revenue of the Metropolitan Museum of Art in New York. The revenue is more than one hundred million US dollars from other over twenty thousand kinds of derivative merchandises and membership fee. It surpasses in the income from augment products and authorization of National Palace Museum over thirty two times. Since 2007, figurines of jade Chinese cabbage, long-horned grasshopper and grasshopper cooperatively developed by the National Palace Museum and SANRIO Japan have obtained monthly more than ten millions of revenue. It surpasses the Dayeh-Takashimaya department store and Miramar department store in business tax as the leading enterprise in the same area.
These cultural innovative augment products which are innovatively designed and packaged are more valuable than entrance tickets. For arts groups, if they can invest corresponding human resource in the design, fabrication and marketing sales of aug-ment products, the development of performing arts augment products will be more smoothly in progress. Furthermore, it can also bring considerable none-box-office benefit for arts groups, which can be utilized to invest in producing more, better and more plentiful works for public audience appreciation.
Based on the experience from augment products development of overseas per-forming arts and visual arts market, this research attempts to verify, whether perform-ing arts groups in Taiwan can obtain the same beneficial result or just additional bur-den? After case studies and profound interviews, it is found that it is not suitable to completely imitate overseas marketing experience for domestic arts groups. Possible causes are as following:
1. Visual arts and performing arts are essentially different. Experiences can not be emigrated.
2. Performing arts market is very tough, hence arts groups are not able to invest more human resource in development of augment products and their mar-keting sales.
3. Augment products development of domestic arts market and performing arts is currently not mature yet. The public’s customs of arts appreciation and augment products purchasing is still under cultivation.
4. Performing arts groups still doubt whether investment in development of augment products can bring expected beneficial result.
5. There is still no supporting policies from government to assist performing arts groups for augment products development.

By summing up various factors mentioned above, the marketing result for aug-ment products of performing arts groups in Taiwan is far from expectation. Author aims at the above research results to propose suggestions for the sake of development contribution for consequent research.

並列關鍵字

augment products ； performing arts ； culture goods ； marketing

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