從消費者行為探討表演藝術之策略發展方向—以現代戲劇為例

現今已開發國家的人民，在有一定的經濟生活水準下，參與表演藝術活動也是休閒活動的選項之一，因此，探討表演藝術的行銷策略方向則是一重要議題，其中以表演藝術類中的現代戲劇是觀賞人數最多的類別，因此本研究以現代戲劇為研究對象。而為了發展文化創意產業之行銷策略，將研究這些表演藝術團體應如何將無形概念（表演藝術）推廣給消費者，進而吸引消費者購票觀賞表演，使這些表演藝術團體可以獲利，進而茁壯成長，也可作為他國表演藝術團體擬定行銷策略之參考。本研究藉由4P與5WIH之思維以及文獻資料的蒐集，找出影響消費者購買表演藝術演出門票的影響因素，並將眾多因素歸納於消費者決策模型（EKB model）五步驟之中，作為問卷問項設計的基礎，並在台灣四個表演藝術演出場地，向觀眾進行問卷發放，再藉由灰關聯分析法（grey relational analysis, GRA）來分析問卷的結果，藉此萃取出消費者購買表演藝術團體演出之門票的重要影響因素，希望本研究的成果，可以成為表演藝術產業在日後規劃行銷策略時的一個參考依據。

關鍵字

行銷組合4P ； 5WIH ；消費者決策模型 (EKB模型) ；灰關聯分析法；現代戲劇

並列摘要

With the economic development of Taiwan, the development of cultural creativity industry has been widely-discussed issue in rent years in Taiwan. With the hope to develop the cultural creativity industry, this research focuses on the contemporary theater, which has the most audience among all kinds of performing arts, and investigates the ways that the performing arts troupes promote their intangible concepts (performing arts) to consumers and further attract consumers to purchases tickets. In this way, these performing arts troupes make profits and can enhance their proficiency. The results of this research can also serve as the referential materials for other countries' performing arts troupes when drawing up marketing strategies.The influential factors that will affect consumers' purchases of tickets of performing arts are found out by the concepts of 4P and 5W1H and the collection of literary review. Next, the factors are put into the five steps of the EKB model to be the basis of the design of the questionnaire items. 300 questionnaires were distributed at four performing places in Taiwan, and 212 valid questionnaires were collected. Then, the results of the questionnaires were analyzed by grey relational analysis (GRA) to extract the influential factors that will affect consumers' purchases of tickets of performing arts. Suggestions were also made to provide referential materials for performing arts sellers and to attract more consumers to purchase the tickets in the future.