從關係行銷探討表演藝術產業-以「明華園」為例

Probe into the performing art industry from relation marketing –ａ case study of "Ming Hwa Yuan"

陳文斌(Chen WenPin)

指導教授 ： 葛維鈞

亞洲大學/管理學院/國際企業學系碩士班/碩士(2004年)

摘要

表演藝術並不同於一般性商品，每個表演藝術團體都要利用各自的風格與特色來吸引觀眾，忠誠觀眾可以說是表演藝術團體最穩固、最基本的支持者，因此在忠誠觀眾與表演藝術團體之間的關係應有較多的認同與經營，以長期性的關係行銷發展表演藝術團體與忠誠觀眾之間的接觸與互動，進而提升忠誠觀眾的信賴與忠誠度，符合雙方需求。
本研究從「關係行銷」角度探討國內表演藝術產業，並以本土傳統歌仔劇團「明華園」為個案，探討其如何能夠在走紅鄉野廟堂之後，進一步踏入國家最高藝術表演殿堂？並透過學習在日本當地享有演藝人才庫的高評價，獲得當地觀眾的信賴及肯定的「劇團四季」，在滿足夢想與非現實的感官體驗之後，跟教育緊密結合，發揮寓教於樂的效果，甚至突破劇團與觀眾間單方面的對話層次，以建立關係網絡為基礎，進一步突破現有經營行銷模式。
針對表演藝術團體與其他文化創意產業未來行銷經營方式及發展，提出以下建議：
一、從前輩的血汗歷史中得到經驗，在創作方面精益求精。
二、經營據點與新區域的再開發。
三、衍生商品的開發，也是實現利潤的一個非常重要的途徑。
四、積極且主動經營與忠誠觀眾之間的關係。
五、妥甚運用行銷工具。
六、建構完善人才培育機制。
希望能在了解表演藝術團體與忠誠觀眾之間採取關係行銷的發展之後，將客制化、人性化為主的關係行銷觀念，提供國內表演藝術團體在永續發展考量，制定行銷策略上之參考。

關鍵字

關係行銷 ； 表演藝術 ； 明華園 ； 劇團四季

並列摘要

The art of acting is different from the general goods, each performance art troupe should make use of one's own style and characteristic to attract audience, loyal audience can be said and perform the firmest , most basic supporter of art troupe, so there should be more approval and management in loyal audience and relation performed between the art troupes, develop contact and interdynamic between the performance art troupe and loyal audience with long-term relationship marketing, and then improve loyal audience's trust and loyalty , accord with the demands of both sides.
Research this probe into domestic art of acting industry in terms of ' relationship marketing ', and with native country traditional troupe for the case ' Ming Hwa Yuan ', How it can step foot on the national supreme artistic performance palace further after becoming much more popular in the wild temple of the township ? And enjoy the high appraisal of the performing talent bank through studying in Japan's locality, obtain local trust and definite ' Four Seasons troupe ' of audience, after it is dreamt of experiencing with the non- realistic sense organ that satisfied, combine with education closely , include educating in amusement , even break through the level of talking with the one-sided one among audience of the troupe, regard establishing relationship network as the foundation, break through and deal in the marketing way existingly further.
Propose the following suggestion forperformance art troupe or other cultural intention industry in operation of marketing and development in the future：
1. Receive experience from history of sweat on the brow of the older generation, keep improving in creating.
2. Deal in the redevelopment of the stronghold and newly developed area land.
3. It is a very important way to realize the profit too to derive the development of the goods.
4. Manage with the relation between loyal audience positively and voluntarily.
5. Use well on marketing tool properly.
6. Build and construct and perfect talent's mechanism of fostering.
After hoping to adopt the development of relationship marketing between understanding performance art troupe and loyal audience, it is on sale throughout the idea to make taking , relation of turning main fact of human nature of serving , offer and perform the art troupe and continue development to consider forever at home, make the reference on the marketing tactics.

並列關鍵字

relationship marketing ； art of acting ； Ming Hwa Yuan ； Four Seasons troupe

參考文獻

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37. 曾永義。（1988）。「台灣歌仔戲的發展與變遷」。臺北市：聯經出版事業公司。

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