| 摘要註: |
由於近年台灣在文化創意產業上的積極發展，中國大陸自2010年展開「十二五規劃」(2011-2015年)，這期間中國文化產業的發展目標是：「力爭文化產業發展速度明顯高於同期中國國內生產總值增長速度，在國民經濟中所占比重逐步提高，到十二五期末實現主要文化產業增加值比2007年翻兩翻的成果」。也因此在計劃性經濟的推動下形成熱絡的市場，產值逐年提昇。台灣文化創意產業其中的音樂與表演藝術類也積極向中國大陸進行交流或展演，相對的各個表演藝術團體在過程中所經歷不同的狀況與問題，猶如跨國企業在地主國營運時所會遇到的各種狀況。所查目前的研究中多半探討表演藝術團隊在台灣的經營狀況，少有針對中國大陸市場的經驗做探討，故本研究從大陸體制環境、市場條件、行銷策略與表演藝術團隊內部資源能力等方面，探討對於在大陸營運績效影響。研究採取30個台灣表演藝術團隊的專家問卷調查與訪談，進行實證研究。 本研究採用結構方程式模式(Structural Equation Modeling, SEM)之部分最小平方法（Partial Least Squares, PLS）作為統計分析，問卷採Likert七點指度衡量指標，經證實發現，在市場條件、行銷策略上對營運績效呈現顯著正向關係，顯示在由於生活水準提高，中國大陸的消費客群逐漸提高欣賞表演藝術節目的意願，所以有助於票房的提升;而在傳統觀念上的行銷策略，中國市場在多元放送的宣傳方式下，對營運績效也多有助益。而自身的創作與市場需求的考量要有所平衡，現階段中國大陸的表演藝術市場著重的是能否商業化、規模化。本研究建議分析結果提出以下建議：1.產品節目除創作者本位思維之外，能否適度融合大陸市場經營時的需求，如作品移動性高或低，在地觀眾喜好的考量等，在節目製作時可加入考量。2.大陸幅員廣闊，但電子媒體、即時通訊軟體推播密集，相對可降低傳統宣傳成本，在各地的演出都可以露出，讓表演藝術團體、劇目、明星演員效應等深植人心，有助於未來行銷客群的累積與蔓延，進而帶動票房績效。本研究有助於文化創意產業中的音樂與表演藝術產業，涉入中國市場經營之策略建構，供後續相關理論發展之參考。 Recent years, Taiwan is very actively developing on the cultural and creative industry, Mainland China started “12th five-year plan” (2011-2015) from 2010, their goal for developing cultural and creative industry is: (they want to improve their cultural and creative industry obviously higher than GDP growth rate, and gradually increase the proportion of the national economy, until the end of the 12th five-year plan the result is about double comparing with 2007.) The support by planned economy, and the market became more and more popular, the growth rate of cultural and creative industry is increasing every year. Some music and art performances’ of Taiwan cultural and creative industry also actively come to Mainland China to do some exchanges and performances. Relatively, each performance group also have met different kind of situation and problem, such as, MNC (Multinational Corporations) have been facing different situation when they running at local market. As we can see from the data so far, it appears most of art performance groups the situation of running the business in Taiwan. But it seldom focusing on the Chinese market’s experience and studies, so this research from institutional environment, industrial structure, marketing strategy and internal resources and capabilities on operating performance in Chinese Markets Evidence, and investigating the impact of operating performance in Mainland China. It took 30 Taiwanese art performance teams’ survey and interviews with experts from the researches, and proved the evidence from the researches. This research used（Partial Least Squares, PLS）of (Structural Equation Modeling, SEM) for statistical analysis, and the survey used Likert, as we can see from the evidence, industrial structure, and marketing strategy on operating performance appears positively relationship, it shows the living standard in China is getting higher, and Chinese consumers are willing to accept art performance, so it helps sales increase; on the traditional marketing strategy, it helps operating performance by multiple ways of promotion in Chinese market. There also need the balance between the own creation and marketing demand. At this period, art performance market could become to commercial, and big-scale in Mainland China. This research analysis result and suggestion below:1. Except producer’s own idea on product of program. Could it be integrate suitably during operating in Chinese market’s demand? Such as, product’s activity high or low, local consumers’ habit consideration etc. during the production of program, these all could be considered.2. Mainland China range is wide, but electronic media, instant messaging are very dense. It could decrease traditional publicizes’ cost, and appearing everywhere of the show. Art performance groups, shows and actors(actresses) could affect people’s mind, it helps for future consumer marketing’s increase, in order to affect sales rate. This research helps cultural and creative industry’s music and performing arts industry’s categories. It involved of operation structure of strategy in Chinese market. |