兒童劇團經營模式策略－以個案兒童劇團為例

Abstract

本論文研究在於了解個案兒童劇團，因應市場衰退、少子化、消費者休閒娛樂趨向改變，等社會經濟變遷所造成的困境，以及未來可採行的經營模式策略。 研究以觀察、訪談以及次級資料整理並分析探討，在實務兒童劇團經營與商業模式關鍵成功因素的關聯性，並且整理個案兒童劇團面臨之困境以及如何解決問題，提供個案兒童劇團未來之經營策略 。 本研究採質性研究、次級資料研究，目的在於探討個案兒童劇團之經營模式策略，本研究以個案研究法做研究，選擇一家成立17年的兒童劇團為對象。 資料收集方法為訪談、觀察、次級資料。以研究結果為證明，其劇團經營資料，皆為研究對象實際經營的數據資料，提高本研究信效度。 歸納研究，個案兒童劇團經營模式策略，分為四個層面： (一) 建立顧客價值主張：以合理價格提供兒童寓教於樂之戲劇演出體驗，創造親子間美好時光。 (二) 設計出更有競爭力的利潤公式，推廣收入比例高的收入演出，與經典戲劇演出。 (三) 掌握關鍵資源，建立劇團口碑品牌 優質作品 原創設計及製作物 資深有經驗的團員。 (四) 落實行銷售票、製作執行、創作演出等流程。 主要目標在於提升兒童劇團策略與績效，以面對市場環境消費趨勢造成的挑戰。 最後研究結果將提供兒童劇團經營者、從業人員、以及未來研究者，提出在實務方面的經驗與建議。 (一)給予實際補助，提供兒童劇團適當生存空間。 (二)掌握目標消費群、經營關鍵少數。 (三)開發市場白地，突破現有限制。

The aim of this study is to understand and analyze the reasons why children’s theatre companies struggle to survive due to social changes, the declining market, fewer children, and changes in consumer preferences and to attempt to find solutions for this declining market. This research consists of observation, interviews, and data` analysis find a successful factor presented within the case studies of individual companies and the role they played in the business model strategies thereby adopted.

Qualitative analysis was conducted in order to study the business strategies adopted by a children’s theatre company over the past 17 years. Research findings include interviews, observations, and data analysis. It is shown that the company’s implementation of proper key success factors helped it through transformations of its business model. There are four levels of research: 1. Correctly identifying the customer value proposition as “Charging a reasonable price to create a memorable time shared between children and their parents. 2. Trying to find a better business strategy for the company to increase its profit. 3. Maintaining key resources such as stable troops, reputable and original productions, secure environments and facilities, and a locally renown reputation. 4. Developing and implementing key processes such as ticket sales and production of the performances in order to perfect its business model to face the challenging market. The study further analyzed and suggested possible solutions to the current dilemma faced by children’s theatre company owners and theatre workers which could also be referenced by future studies on similar topics: 1. Balancing financial and artistic prospective to build a competitive business model. 2. Finding a new strategy in theatre marketing, production, and creation process during this era of modern technology. 3. Finding new markets through innovative thinking.