從新舞臺藝術節探討表演藝術團體的觀眾開發

Abstract

臺灣近年來的表演藝術活動雖逐漸發展，但也產生許多表演藝術團體的營運、觀眾市場開發與藝文資源分配等問題，透過全球化議題引起企業紛紛重視企業社會責任之執行，進而贊助表演藝術活動。本研究問題以新舞臺藝術節為基礎，探討表演藝術團體對於觀眾開發，以及藝文團體與企業，如何成為雙向合作模式，使表演藝術團體能創造新觀眾和穩定觀眾群。本研究方法採取質化的「個案研究」（Case Study）為主，以「新舞臺藝術節」為研究個案：透過中國信託文教基金會、曾參與該藝術節兩次（含）以上之劇場類型表演藝術團體、2022年至2023年曾於臺北市觀賞過新舞臺藝術節的十五位觀眾，三者作為研究對象。並藉由文獻分析法、深度訪談法等多重資料蒐集方式，歸納統整出本研究論點。本研究結論為，中信文教基金會的贊助動機若為利他性，有助於提高新舞臺藝術節的品牌形象，觀眾在選擇產品或服務時，也會考量企業與表演藝術團體的文化資本和社會貢獻，並且更傾向支持具有利他動機的企業，對品牌形象和觀眾購買行為有著重要影響。而表演藝術團體需要不斷調整和改進節目內容，並根據觀眾的需求進行變化，且觀眾的回饋對表演團體來說至關重要，表演藝術團體除了演出作品之外，更需要透過多樣化行銷策略來滿足不同的觀眾需求，並與觀眾建立良好的互動機制。本研究貢獻是為表演藝術團體的觀眾開發，結合學術和實務，提供深入且全面的參考。In recent years, Taiwan's performing arts activities have been gradually developing, giving rise to various issues such as the operations of performing arts groups, audience market development, and the allocation of cultural resources. Through the globalization agenda, there has been an increased emphasis on the execution of corporate social responsibility, leading to businesses sponsoring performing arts activities. This study is based on the New Stage Arts Festival and aims to explore how performing arts groups develop audiences and establish mutual cooperation between cultural groups and businesses, allowing performing arts groups to attract new audiences and retain existing ones.This research primarily adopts a qualitative"Case Study" Methodology, focusing on the New Stage Arts Festival. The research includes the China Trust Cultural and Educational Foundation, theater-type performing arts groups that have participated in the festival twice or more, and fifteen audience members who attended the festival in Taipei from 2022 to 2023 as the subjects of study. The research methods of literature analysis and in-depth interviews are conducted. The study concludes that if the sponsorship motive of the China Trust Cultural and Educational Foundation is altruistic, it helps enhance the brand image of the New Stage Arts Festival. When choosing products or services, audiences also consider the cultural capital and social contributions of businesses and performing arts groups, showing a preference for companies with altruistic motives, which significantly impacts brand image and audience purchasing behavior. Performing arts groups need to continuously adjust and improve program content based on audience feedback, establish diverse marketing strategies to cater to different audience needs, and build a strong interactive mechanism with the audience. This research contributes to performing arts groups for audience development, combining scholarship and practice to provide an in-depth and comprehensive reference.