臺中國家歌劇院品牌策略探討

時代的進步與生活形態的轉變，人們對於表演藝術場館的價值也隨之更迭，表演藝術場館逐漸成為傳遞文化資產及城市美感的聚集地。放眼世界當中的每個城市都有屬於自己的城市地標，用來烘托出城市的藝術文化之美；把視角帶回臺灣，各縣市亦有一座屬於自己城市文化的表演藝術場館。而表演藝術場館的出現，為該城市帶來不同的文化風情，因此場館兼具表演節目之生產者及通路的角色，更提升其創造價值。國家級表演藝術場館暌違三十年後新建設了臺中國家歌劇院及高雄衛武營文化中心，逐漸成為文化藝術指標匯集之地，除了引進國際級的表演藝術節目外，更拓展節目與藝術教育活動、工作坊，讓表演藝術場館不再只是演出場地，更是演出節目的生產者及藝術靈感泉源來增進其價值。以經營的層面來看，場館要如何開發其觀眾市場，提升觀眾滯留場館之時間，透過何種營銷模式，加深表演藝術場館對於民眾的文化特色與其品牌，拉近彼此之間的距離，遠離蚊子館之宿命，將政府提供之經費有效運用，在每一年的績效上有進一步的發展。為了藝文生態，表演藝術透過不同階層的市場開發，深入理解自身的品牌形象、觀眾溝通的渠道及如何建立與觀眾之間的關係，建立彼此之間的夥伴關係以此製造雙贏的局面。本研究以臺中國家歌劇院為主要研究對象。研究過程首先了解臺中歌劇院與城市之間的文化關聯性，並進一部探討藝術場館的經營層面，接著分析國內國家級表演藝術場館案例，再透過訪談及文獻分析，了解臺中國家歌劇院及其他表演藝術場館所推動之市場推廣及品牌策略。最後根據分析結果，對臺中國家歌劇院提出建議及改善策略。

關鍵字

臺中國家歌劇院；表演藝術場館；品牌策略；市場開發

並列摘要

As the progress of the times and the change of life style, the value of performing arts venues has also changed. Looking around the world, every city has their own landmark to set off beauty of city. Take the sight back to Taiwan, every city also has a performing arts venue to symbol their culture of city which bring various art style to world. Therefore, the character of venues including the producer of performing program and the place. By these activities to create their own value. Performing arts venues spring up fast, especially after three decades the National performing arts new buildings, which is National Taichung Theater and National Kaohsiung Center for the Arts. Also, the performing arts venues gradually become a place where gather cultural and artistic indicator. Not only introducing international performing art programs, but also expanding art educational activities and workshop belong to the venue. So far, from business perspective, how do the performing arts venues develop their audience markets ? how do they postpone the time of audience in the venue? which kind of marketing model do they use to deep the relationship between venues and people？Shorten distance between venues and audiences that keep venues away from the fate of idle hall. Besides, efficiently using fund which is from the public government that prompt further development every year. In order to expand art environment, different classes market development deepen understanding their own brand, communicate the channels of audience and build the relationship between audience and performing art to push various resources. Both of them can build a win win situation. This thesis takes National Taichung Theater as the main object. First, understanding the cultural relationship between city and venue as well as explore the layer of managing art venues. Second, analyzing cases of domestic national performing art venues. Then, through interview and document analysis understand their brand strategy and marketing of NTT and other performing arts venues. Finally, according the result of analysis, provide recommend and improvement to NTT.