陳碧涵;王慶堂Chen, Pi-Harn;Wang, Ching-Tang2017-02-272025-07-302017-02-272017-02-27https://ir.ntus.edu.tw/handle/987654321/71085學位類別：碩士校院名稱：國立台灣體育大學系所名稱：體育舞蹈學系碩士班學號：19603003畢業學年度：99年論文頁數：148頁　　本研究目的為了解臺灣舞蹈表演藝術團體的經營管理現況，及使用之行銷策略現況，從中檢視並提出較具體可行的行銷策略，作為臺灣舞蹈表演藝術團體日後在行銷表演時之參考。本研究以2001至2010年，連續獲選文建會補助扶植演藝團隊中的舞蹈團體為研究對象，進行深度訪談。研究發現財務經費不足與人員流動為各團體經營管理上皆面臨的困境，研究對象在5P行銷策略運用上：1.對產品市場考量皆少；2.舞蹈團體設立的所在城市票價較高；3.皆採用網路售票系統販售票券；多數團體會前往校園或企業行銷遞訊；也透過舞團人員向外宣傳與販售票券；皆有辦理移地講座或演出；4.皆對多類族群採購票優惠方式；5.部分團體有與異業合作；6.多數團體有使用平面廣告、網路與地點廣告的公關策略。可行之行銷策略建議：1.開發目前臺灣舞蹈市場少有族群如兒童或年長者的產品，此二類對象亦具高獲利潛在消費力；亦可邀約具明星光環人物加入演出，提高產品的市場關注力與賣座率；2.可學習新舞臺的定點宣傳行銷方式，使觀眾習慣資訊來源；3.多方面尋找能長期合作之產業、企業或贊助廠商，整體擴大參與觀眾群性，並有機會提供觀眾獨有事件、贈品或商品等具吸引力的促銷策略與進行公關策略；4.可結合演出時間接近之表演藝術團體，共同推出節目及多方廣發訊息。　　The purpose of this research has focused on understanding of the management of dance performing arts’ groups in Taiwan, observed their marketing plans and found a suitable model plan to be a sample. The research was from the dance performing arts’ groups that had been financing by Council for Cultural Affairs of Executive Yuan from 2001 to 2010. It showed that most of groups had financial difficulty. Also, they needed a better method of management on staffs and dancers. It could help them to run the groups. One of marketing strategies they produced a manufacture by following groups’ dictions and another was they thought a box office in the county that they had establish could sell more tickets then other counties, so the prize of ticket was more expensive then other counties. The places they had sold tickets are via internet, went to a school or company to represent and advertise their performances. Furthermore, they asked the staffs and dancers to sell or shared the information with friends, and had performances or presentations outside of the county. They also gave a discount to the different groups of customers. Some of them had a business with companies and most of them represented themselves with the advertisements by a conference, newspaper, magazines, and sending posters to schools, companies, and MRT stations or hanged the flags. They posted the information on websites or blogs as well. The subjects of these studies are: 1. They could produce a manufacture which is suitable for children and old generation, because both of groups have the potential and power spending. 2. They might have a better promotion and hit at the box office by inviting a famous super star. 3. They could follow Novel Hall which stays in one place, so audiences get the information about performing arts easily and looks for a long-term sponsor to gather more different customers and producing some products. 4. They should cooperate with the groups that performed in the same period is helpful as well.目　次 第一章　緒論……………………………………………………………1 　第一節　問題背景……………………………………………………1 　第二節　研究動機……………………………………………………2 　第三節　研究目的……………………………………………………5 　第四節　研究問題……………………………………………………5 　第五節　研究範圍、對象與限制……………………………………6 　第六節　名詞釋義……………………………………………………7 第二章　文獻探討………………………………………………………8 　第一節　行銷管理與策略……………………………………………8 　第二節　臺灣表演藝術團體行銷現況分析…………………………18 　第三節　臺灣舞蹈表演藝術團體行銷現況分………………………33 　第四節　臺灣舞蹈表演藝術團體現況分析…………………………37 第三章　研究方法與設計………………………………………………42 　第一節　研究方法……………………………………………………42 　第二節　研究流程……………………………………………………46 　第三節　資料彙整與編碼……………………………………………48 　第四節　研究對象……………………………………………………51 第四章　結果與討論……………………………………………………59 　第一節　臺灣舞蹈表演藝術團體經營管理現況……………………60 　第二節　臺灣舞蹈表演藝術團體行銷策略運用現況………………75 　第三節　臺灣舞蹈表演藝術團體具體可行的行銷策略……………110 第五章　結論與建議……………………………………………………124 　第一節　結論…………………………………………………………124 　第二節　建議…………………………………………………………129 參考文獻…………………………………………………………………132584386 bytesapplication/pdf行銷策略;舞蹈團體;舞團;表演藝術marketing plans;dance performing arts’ groups;performing artsthesis