兩岸國家級表演藝術場館之企業贊助研究

鑑於時代的進步與社會生活型態的改變，人們對於表演藝術場館的價值亦隨之更迭，表演藝術場館逐漸成為傳遞文化資產及城市美感聚集的指標。以產業面向來看，表演藝術場館兼具表演節目之生產者及通路的角色，經由創造表演藝術活動來產生其價值。以經營角度來說，臺灣表演藝術場館多以政府公務預算補助及業務收入（含贊助收入）為其經費來源；然而，中國大陸場館為多透過OT（Operation Transfer）或其他方式來取得表演藝術場館經營權力，其收入多寡掌握場館營運之生殺大權，因此，兩岸表演藝術場館均須開發相對多元之合作夥伴模式。於此，為了發展藝文生態，表演藝術若與民間企業的結盟合作，將得以推動多方的資源整合，建立夥伴關係。藝企合作成為企業的創意資源與表演藝術發展的基礎，以此創造雙贏局面。本研究之個案分別為臺灣「臺北兩廳院」、中國大陸「國家大劇院」、「上海大劇院」、「廣州大劇院」及「深圳保利劇院」。依據其場館之發展脈絡、組織架構進行研究，探討其企業贊助計畫，解析兩岸藝企合作型態，將取得之相關資料與訪談報告進行整合，並加以分析描述。

關鍵字

表演藝術場館；企業贊助；藝企合作

並列摘要

Due to variations of social lifestyle, values of performing arts venues have changed at the same time. Performing arts venues gradually become the model of culture communication and the aesthetic of city. In terms of industry, performing arts venues create value by playing both roles of producer and intermediary of performances. In respect of management, most of performing arts venues in Taiwan use government budget and operating revenue as their funds. On the other side, operation right of performing arts venues in Mainland China is managed by operation transfer or other ways. Therefore, both performing arts venues in Taiwan and Mainland China have to develop more sponsorship to maintain the venues’ operations. In order to promote the development of art, performing arts venues should cooperate with enterprises to implement resource integration. Since performing arts and enterprises can exchange resources with each other, the partnership between enterprises and performing arts will lead to a win-win situation. This study focus on the cases of “National Theater & Concert Hall” (Taiwan),” National Centre for the Performing Arts” (Mainland China), “Shanghai Grand Theatre” (Mainland China),” Guangzhou Opera House” (Mainland China), and” Shenzhen Poly Theatre” (Mainland China). Based on each of their development process and organization, this study aim at discussing corporate sponsorship and analyzing art and business cooperation between Taiwan and Mainland China.