地區性表演藝術舞團商業模式之探討

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/117114

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题名:	地區性表演藝術舞團商業模式之探討
其它题名:	A Study on the Business Model of Regional Dance Troupe
作者:	劉詠晟 LIU, YUNG-SHENG
贡献者:	莊敏仁;張少樑 CHUANG, MING-JEN;CHANG, SHAO-LIANG 經營管理學系碩士在職專班
关键词:	雲門舞集;薪傳舞蹈團;極至體能舞蹈團;商業模式畫布;商業模式;朱宗慶打擊樂團 Cloud Gate Dance Theater;Legacy Dance Company;MAD Theater;Business Model Canvas;Business;Ju Percussion Group
日期:	2023
上传时间:	2023-11-22 02:09:38 (UTC+0)
摘要:	本研究以商業模式切入表演藝術領域舞團之經營概況，從此方向做深入探討。臺灣表演藝術一直以來未能稱上產業，但根據每年臺灣文化創意產業年報所述，表演藝術團體(包含音樂類、舞蹈類、現代戲劇類、傳統戲劇類)歷年活動數不勝數，被認定為非營利組織的表演團體更是自負盈虧，且又隨著大環境的變化，如近幾年疫情的肆虐，導致表演團體改變經營模式，然而還是有堅持追求表演藝術的工作者們努力著，從逆境中取得經驗，帶著團隊持續走下去。商業模式看似與表演藝術毫無關聯，但若能藉由商業模式的邏輯思維來看待表演藝術團體的經營，是否更能達到優良的永續經營績效？本研究以商業模式理論為核心，從商業模式畫布圖延伸建構「表演藝術商業模畫布式檢視表」為研究工具，嘗試導入表演藝術領域舞團檢視其經營概況，以立意抽樣選擇中部地區舞團，包括臺中極至體能舞蹈團及南投薪傳舞蹈團，更與成功的表演團體如雲門舞集和朱宗慶打擊樂團進行個案分析比較，以多重研究行為蒐集文獻，藉此研究工具深入探討團隊商業模式，提供地區性舞團在未來經營方針的參考。研究發現，使用商業模式畫布來看待表演藝術團體，不管是地區性團隊或是經營穩定團隊，皆能透過九個構面中清楚發現其問題何在。商業模式九個構面有如齒輪協作，從構面中定位其經營上的主要核心，其他構面則是凝聚此核心進行營運。地區性的團隊與大型團隊在經營上各有特色，從價值導向到需求導向再到供給導向，這裡面包含了許多的關鍵項目，與財務導向有非常大的關連性，一個完整的商業模式能以利團隊永續經營。 This research cuts into the business situation of dance troupes in the field of performing arts with a business model, and makes an in-depth discussion from this direction. Taiwan's performing arts has not been recognized as an industry for a long time, but according to the annual report of Taiwan's cultural and creative industries, performing arts groups (including music, dance, modern drama, and traditional drama) have had numerous activities over the years and have been identified as non-profit The performance groups organized are responsible for their own profits and losses, and with the changes in the general environment, such as the raging epidemic in recent years, the performance groups have changed their business models. However, there are still workers who insist on pursuing performing arts. Gain experience and keep going with the team.The business model seems to have nothing to do with performing arts, but if we can use the logical thinking of the business model to look at the operation of performing arts groups, will we be able to achieve excellent sustainable business performance? This study takes the business model theory as the core, extends the business model canvas to construct the "performing arts business model canvas review table" as a research tool, and tries to introduce dance troupes in the performing arts field to check their business profiles, and select dance troupes in the central region by intentional sampling , including Taichung Jizhi Physical Dance Troupe and Nantou Xinchuan Dance Troupe, and compared the successful performance groups Cloud Gate Dance Theater and Zhu Zongqing Percussion Orchestra with case studies, using this research tool to deeply explore the team's business model management, providing regional dance troupes with future business policy.The study found that, whether it is a regional team or a stable operation team, using a business model to carry out performing arts groups, the problems can be clearly found through nine dimensions. The nine facets of the business model work like gears, from regional teams to large teams with their own characteristics in operation, from value-oriented to demand-oriented to orientation-oriented, which includes many key items, which are very different from financial orientation Great relevance, a complete business model can benefit the sustainable operation of the team.
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