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A Study of Performance Venue Business Model of Public Cultural Institution:The Case Study of National Dr. Sun Yat-sen Memorial Hall
public cultural institution
performing arts venue
本研究梳理國館大會堂的多元發展軌跡及其社教功能，進而探討國內表演藝術產業現況與國館大會堂營運之優劣勢關係，並分析國館大會堂表演空間的營運模式。研究方法採用文獻分析、半結構訪談法與個案研究，運用SWOT分析法，梳理國館大會堂內部優勢與劣勢、外部機會及威脅，並總結因應對策。另以Osterwalder and Pigneur（2010）提出商業模式的九個構成要素（商業模式圖）和經營策略理論，延伸探究其營運脈絡與管理機制。
Summary The National Sun Yat-sen Memorial Hall (hereinafter referred to as the Memorial Hall) Auditorium is very indicative of the national importance of performance venues in Taiwan at the beginning of the 60th year of the Republic of China (Minguo Calendar). Not only is the Memorial Hall a venue for major international awards ceremonies, but it also continues to provide a supportive space for performing arts to this day. Over the course of the rapid development and change of Taiwanese society, performing arts have adopted increasingly diverse forms, prompting metropolitan areas throughout Taiwan’s Northern, Central and Southern regions to construct performance venues of various sizes. In the context of the professional development of theater design in Taiwan, competition arose between the existing performing arts venues in the North. This study explores the diverse development of the National Sun Yat-sen Memorial Hall and its social and educational functions, so as to discuss the relationship between the current state of the domestic performing arts industry in Taiwan and the strengths and weaknesses of the Memorial Hall, as well as to analyze the business model of Memorial Hall’s performance space. The research methods utilized in this study include literature review, semi-structured interviews and a case study. This study employs SWOT analysis to identify the Memorial Hall’s strengths, weaknesses, external opportunities and threats, and to provide a conclusion of the corresponding measures to be taken. In addition, this study addresses the nine components of the business model (business model diagram) proposed by Alexander Osterwalder and Yves Pigneur, along with the business strategy theory, in order to further explore the operational context and management system of the Memorial Hall. The main conclusions of this study are as follows: 1. Although the Memorial Hall was originally designed as a public gathering place, the building's infrastructure already possessed the physical functions of a performance space. After the project was constructed and opened to the public, the Memorial Hall quickly became the venue of choice for various performing arts activities, primarily in response to the increased demand for the development of performing arts venues in Taiwan. Its multiple functions as a performing arts venue satisfied all the needs of Taiwan's social development and development of the performing arts in Taiwan at this particular point in time. 2. When comparing the Memorial Hall to other similar or higher-scale performance venues, there is a clear distinction between professional scale and function. In spite of the increasingly diverse forms of performing arts in Taiwan today, the professional design of performing arts venues has been mainly oriented towards professional development. Not only have performing arts spaces been replaced by professional venues, they have also excluded various organizations, schools, corporate bodies, charity groups, creative troupes, commercial performances, or long-term programs (activities) due to restrictions placed on professional venues. 3. The technical requirements of the Memorial Hall performance venue are extremely varied due to the large number of visitors received from many different areas, as well as the different forms of performances held there. Therefore, management of this venue's equipment and technical requirements needs to be treated as more complex than typical professional venues. For these management needs to be addressed and for solutions to be identified, full communication and cooperation are essential. It is also especially important that every performance is executed smoothly and presented well to the audience; this the most important principle for the management of the Memorial Hall performing arts venue. 4. Over the years, the Memorial Hall has become by the most popular performing arts venue in Northern Taiwan and receives many applications for performances or exhibitions. The Memorial Hall relies on relevant experts and scholars to conduct a careful review of the numerous applications in order to achieve fair and impartial selection results. These review meetings not only provide quality control for the performances held at the Memorial Hall, but also provide discussions of and suggestions for the operations and business model of the venue. Different from the existing thinking on performing arts venue management, this model provides a more flexible approach, and more professional advice, to the management of performing arts venues. These review conferences are key to the successful operation activities of performing arts venues.
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