臺灣音樂劇邀演網紅及明星之跨領域製作管理與行銷策略研究

Abstract

根據2019年兩廳院售票消費行為年度報告統計顯示，表演藝術產業中，戲劇節目佔節目票房及售票張數的最大比例，也是購票年齡20至34歲之觀眾最喜好之表演藝術節目類別，由此可推論，戲劇節目為表演藝術領域中較熱門且具年輕族群消費發展的節目型態。近年，隨著流行演藝人員與網紅參演音樂劇，亦帶動粉絲觀眾與商業資源投入，韓國更以此形式，將音樂劇與流行影、視、音市場多向蓬勃發展，因此，研究者欲探討其中跨域合作的製作管理與行銷策略，盼能以此助益臺灣音樂劇市場。本研究採用多個案分析法、半結構式訪談法與文獻分析法。探析表演藝術產業與行銷管理、明星與網紅之名人特質、跨領域合作及臺灣與韓國音樂劇發展之相關文獻，並訪談三個具製作明星或網紅參演之音樂劇經驗的案例，將訪談內容與文獻資料結合研究，彙整音樂劇結合流行音樂產業及自媒體產業之展演創作、合作管理與內外部行銷策略，試分析其對音樂劇產業專業性與商業性的影響，並提出建議。

According to the National Theater and Concert Hall’s statistics of the 2019 annual report on ticket sales and consumption behavior, in the performing arts industry, drama programs account for the largest proportion of the box office takings and the number of ticketing, and it is also the most popular category of performing arts for audiences aged 20 to 34. From this, it can be inferred that drama programs are the most popular type of program in the field of performing arts and have prospects of young people’s consumption ability. In recent years, with the participation of popular entertainers and Internet celebrities in musicals, it has led to the involvement of fans and audiences and the investment of commercial resources. In this way, South Korea’s musicals and popular film, video, and audio markets have flourished in multiple directions. Therefore, I want to explore the production management and marketing strategies for boundary-spanning collaboration, hoping to advance Taiwan's musical market.This research adopts multiple case analysis, semi-structured interview and document analysis methods. Exploring the related literature on the marketing management as well as the boundary-spanning collaboration in the performing arts industry and the development of musicals in Taiwan and South Korea, and interviewing three troupes with experience in producing musicals with stars or Internet celebrities, this study combines the interview content with the literature. Compiling musicals combined with the popular music and self-media industry's performative creation, cooperative management and internal and external marketing strategies, this thesis attempts to analyze their impact on the professionality and commerciality of the musical industry, and make suggestions.