臺灣布袋戲影音產品經營策略之研究-以洪連生木偶劇團為例

Abstract

國內《文化創意產業發展法》已於2010年1月三讀通過，現階段各領域團體推展相關文化創意產業，必須要有豐厚的在地文化根基背景及創意人才的結合。而臺灣在全球化潮流中，應以此在地豐厚之傳統文化為基礎來發展，才能突顯文化特色及特殊性，面對國際競爭的挑戰。布袋戲是國內最具在地文化特性之劇種，且跟隨時代演變，發展出各種表演形式與媒介平台，如廟口文化、戲院文化、電視影音產品等，本研究將以洪連生木偶劇團布袋戲影音產品經營策略及其於民國八十年代退出影音市場所遭遇限制，探討經營策略與未來發展之建議。 本研究首先由洪連生木偶劇團師藝傳承、發展分期及過去製作模式、表演特色、布袋戲產品發展限制等內容，探討劇團特色及其事業策略設定，再透過分析影音產品功能性策略，進行內部資源與能力之研究，了解產業市場及發展限制。 本研究為深入洪連生木偶劇團之布袋戲影視產品功能性經營策略，將布袋戲產品製作涉及劇本產生、前置作業、戲偶週邊、道具製作、節目拍攝與後製剪輯等，將透過製作布袋戲相關的十大項目，包含傳播媒介、演出劇本、表現特質、表演特色、劇團組織、資金來源、產品行銷、人力資源、其他技術、政策環境等面向，進行產品功能策略之實務分析。另外透過與「霹靂布袋戲個案」經營策略、競爭優勢、關鍵成功因素之比較研究，期望由不同的製作模式與優劣分析，提出對洪連生木偶劇團製作影視產品之經營策略方向建議，刺激偶戲影視節目的創新發展。

Law for the Development of the Cultural and Creative Industries of Taiwan has gone through the Third Reading in the Legislative Yuan since January 2010. Each group in different fields that want to promote the Cultural and Creative Industries should have abundant cultural bases locally and know how to cooperate with creative manpower. In the stream of globalization, Taiwan should face the international challenge with its own traditional and local culture, emphasizing the cultural characteristics of Taiwan. Puppet industry is the most characteristic genre of drama in Taiwan, and it has developed many performance forms and practiced through different kinds of media, such as Miaokou culture , theater culture, TV or video products, and etc. This study is a case study of Hong Liansheng Puppet Theater’s video products business strategy; it also discusses the restrictions of Hong Liansheng Puppet Theater underwent when the puppet theater had withdrawn from the video products market in the 1980’s and provides future suggestions for the puppet theater.

This study researches how Hong Liansheng Puppet Theater passed down their traditional arts, development periods, production mode, characteristics of performance, and the restrictions of peripheral products. It also discusses the characteristics and business strategy setting and finds out the puppet industries market and developing restrictions by analyzing the puppet theater’s video products functional strategy and studying internal resources and abilities.

This study deeply focuses on Hong Liansheng Puppet Theater’s video products functional strategies, including script writing, preparing works ,relative products, props making, program filming, film editing, and etc. It is a practical product functional strategy analysis of ten items, which includes communication media, scripts, presenting forms, performance characteristics, theater organization, financial resources, product marketing, human resource, other techniques, policies and environment, and etc. In addition, this study compares Hong Liansheng Puppet Theater with “Pili Puppet Show”, focusing the operational strategy, competitive advantage, and crucial successful elements of “Pili Puppet Show.” With the comparison of different production modes, this study suggests the business strategy of Hong Liansheng Puppet Theater’s video products and stimulates the innovative development of video puppet shows.