我國文化園區委託經營研究:以國立傳統藝術中心重定位為例
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2015
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Abstract
隨著台灣政治經濟環境轉型，國人生活水準的提升，使得具知識性、創意性或是文化性之休閒活動越來越受歡迎，加上周休二日政策的實施，使得「文化觀光」日益興盛。文化旅遊自九十年代以後成為旅遊的新趨勢，推動相關活動之展開，成為台灣民間產業與政府單位的共識，也成為開展文化產業之契機。
國立傳統藝術中心為素地興建之案例，並非古蹟或閒置空間再利用，其性質介於創意文化園區與博物館間，反而較趨近於結合觀光遊憩多元化功能之常民生活展演場域，是以在經營管理策略上自當有別於創意文化園區與博物館之經營模式，本研究時間點正處於民間委外單位委外營運周期即將結束（民國93-105），政府以促進民間參與公共建設法第46條ROT(Rebuild Operation Transfer)之方式辦理徵選民間機構規劃構想之際。
本篇論文研究主題係針對國立傳統藝術中心委外經營之重定位為探討方向，而在實務方面則採用了個案研究法及參與觀察法來瞭解民間企業在過去實際運營時所會面臨到的課題，藉此提出具體之對策以供將來政府機構以及受託單位參考與借鏡，並將研究目的整理如下：
一、分析國立傳統藝術中心現況委外經營問題。
二、提出重定位方針與策略。
三、對文化園區之經營及永續發展提出建議。
四、歸納研究結果，提供相關文化園區規劃及經營策略之參考。
With the transformation of Taiwan's political and economic environment and the standard of people's living, the recreational activities have become increasingly popular. In addition, the implementation of the policy of the five-day workweek also makes cultural tourism increasingly prosperous. Cultural tourism has become a new trend in tourism since the nineties. Owing to the spread of related activities promotion, private industry and government agencies in Taiwan not only come to an unanimous conclusion but retain more opportunities to develop the cultural industry. As a case the construction of prime land, National Center for Traditional Arts is not rebuilt from historic monuments or idle land. The property is between cultural and creative park and museum, but it is much more similar to a diversified functions field. The managerial strategy is different from the business model of cultural and creative park and museum. The time of this study is in the end of the outsourcing business period(Republic 93-105). According to our Act for promotion of private participation in infrastructure projects, the government selects the private institution to participate in an infrastructure project. The purpose of this study is to reposition the National Center of Traditional Arts. In the practical aspects this study adopts case study method and participant observation to understand the actual operating problems when private institutions faced with in the past, thereby proposing specific suggestions for government agencies and units entrusted to refer and learn from. According to the research above, the research purposes are summarized as follows. 1. The analysis of the status of National Center for Traditional Arts from outsourcing business problems. 2. Proposing the repositioning policy and strategy. 3. The recommendation of the business model of cultural park to continually develop. 4. Summarizing the result of findings and providing a reference related to culture and business strategy of park planning.
With the transformation of Taiwan's political and economic environment and the standard of people's living, the recreational activities have become increasingly popular. In addition, the implementation of the policy of the five-day workweek also makes cultural tourism increasingly prosperous. Cultural tourism has become a new trend in tourism since the nineties. Owing to the spread of related activities promotion, private industry and government agencies in Taiwan not only come to an unanimous conclusion but retain more opportunities to develop the cultural industry. As a case the construction of prime land, National Center for Traditional Arts is not rebuilt from historic monuments or idle land. The property is between cultural and creative park and museum, but it is much more similar to a diversified functions field. The managerial strategy is different from the business model of cultural and creative park and museum. The time of this study is in the end of the outsourcing business period(Republic 93-105). According to our Act for promotion of private participation in infrastructure projects, the government selects the private institution to participate in an infrastructure project. The purpose of this study is to reposition the National Center of Traditional Arts. In the practical aspects this study adopts case study method and participant observation to understand the actual operating problems when private institutions faced with in the past, thereby proposing specific suggestions for government agencies and units entrusted to refer and learn from. According to the research above, the research purposes are summarized as follows. 1. The analysis of the status of National Center for Traditional Arts from outsourcing business problems. 2. Proposing the repositioning policy and strategy. 3. The recommendation of the business model of cultural park to continually develop. 4. Summarizing the result of findings and providing a reference related to culture and business strategy of park planning.
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文化園區, 國立傳統藝術中心, Cultural Park, National Center of Traditional Art