跨國演出合作之夥伴關係研究
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2020
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Abstract
在藝術產業當中，有越來越多的研究是探討合作關係，但關於製作面向仍是少數，更不要提在跨國的脈絡下。本研究聚焦在跨國演出合作之夥伴關係，研究者探究跨國演出合作的製作方式。研究者以連續兩年（2018年及2019年）來臺演出之日本小劇場團體52PRO!為主要研究範疇，建立一個詳盡豐富的跨國演出合作個案。研究者有系統地將既有文獻歸納為以下五個層面：「夥伴關係」、「藝企合作」、「市場行銷」、「經營管理」及「組織策略」，以作為分析的依據。本研究為質化研究，研究方法包含文獻分析法、個案研究與深入訪談。在此專案進行過程當中，研究者參與方式除了為研究者的角色之外，並擔任專案的執行製作兼票務。為了增加研究的可信度，以及取得不同的資料來源，研究者訪問了與製作相關的藝術總監、製作統籌、製作經理、執行製作、劇團經理及學者等人士。在跨國演出合作之夥伴關係上，本研究結論為：ㄧ、藝企夥伴關係維持平等互惠，且企業轉為監督角色。二、作品保持特色一致性，且行銷因地制宜以消費者為主。三、各團體間在對內經營管理時，應保有初衷及持續成長。四、組織間互相達成平衡，並對外統一策略方向。
In the arts industry, more and more research explores cooperation, but study on theatre production is still less, not to mention in the cross-national context. This study focuses on the partnerships of cross-national performance collaboration, and researcher explores the production methods of cross-national theatre cooperation. The researcher offers a detailed and rich cross-national theatre production case on a small Japanese theatre group-52PRO!’s Taiwan tour in 2018 and 2019. The researcher systematically reviews the existing literature on the five topics: “partnership,” “arts and business cooperation,” “marketing,” “business management,” and “organizational strategy” as a theoretical framework. This study is qualitative research. The research methods include document analysis, case study, and participant-as-observer. In the case, the researcher also plays the roles as associate producer and ticket clerk. In order to increase research reliability and obtain different data sources, the researcher interviews arts director, production coordinator, production manager, associate producer, company manager, and academic. The researcher concludes: First, arts and business partnerships are mutual and equal; business plays the role of supervision. Second, production keeps continuous theme and marketing strategy is consumer-oriented, according to local conditions. Third, each of the team members should keep its promise and growth. Fourth, each of the team members should maintain the single team goal.
In the arts industry, more and more research explores cooperation, but study on theatre production is still less, not to mention in the cross-national context. This study focuses on the partnerships of cross-national performance collaboration, and researcher explores the production methods of cross-national theatre cooperation. The researcher offers a detailed and rich cross-national theatre production case on a small Japanese theatre group-52PRO!’s Taiwan tour in 2018 and 2019. The researcher systematically reviews the existing literature on the five topics: “partnership,” “arts and business cooperation,” “marketing,” “business management,” and “organizational strategy” as a theoretical framework. This study is qualitative research. The research methods include document analysis, case study, and participant-as-observer. In the case, the researcher also plays the roles as associate producer and ticket clerk. In order to increase research reliability and obtain different data sources, the researcher interviews arts director, production coordinator, production manager, associate producer, company manager, and academic. The researcher concludes: First, arts and business partnerships are mutual and equal; business plays the role of supervision. Second, production keeps continuous theme and marketing strategy is consumer-oriented, according to local conditions. Third, each of the team members should keep its promise and growth. Fourth, each of the team members should maintain the single team goal.
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Keywords
跨國, 演出, 合作, 夥伴關係, cross-national, performance, collaboration, partnership