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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63874

    Title: 歌仔戲產業的創新策略探討-以明華園歌仔戲團為例
    Authors: 許惠華;Hsu,Hui-hua
    Contributors: 管理學院高階主管企管碩士班
    Keywords: 創新策略;明華園;歌仔戲;innovation strategy;Ming Hwa Yuan;Taiwan opera
    Date: 2009-06-16
    Issue Date: 2014-05-08 15:35:01 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 歌仔戲是台灣土生土長,並融合民俗、戲劇、詩詞、音樂、舞蹈、雜技、美術、劇場技術等多元文化的傳統藝術。伴隨台灣人民的歡笑與悲傷已有百年歷史。本研究在探討歌仔戲文化產業在面臨衰退期時,如何運用創新策略使產業重生。並以從民國十八年創立迄今八十年的台灣當代歌仔戲團翹楚「明華園」為個案,研究其運用創新策略於傳統戲劇舞台上,使舞台、美術、設計、音樂、燈光、聲效等特技的運用上表現得淋漓盡致,使歌仔戲產業走入文化殿堂,邁向精緻化。
    ;Taiwanese opera is a indigenous tradition art to Taiwan. It has merged the folk custom, drama, poem, music, dance, acrobatics, fine arts, and theater technic into a diverse culture. It has accompanied the laughter and sorrow of the people for over one hundred years.
    The purpose of this study is to investigate the innovation strategy be used in Taiwanese opera and let this culture survive after the period of decline. We use the case of Ming Hwa Yuan who is the leading Taiwanese opera troupe of modern times. Since its establishment in 1929, it has testified to the rise and decline of Taiwanese opera in Taiwan.
    To understand what kind of innovation strategies make this opera form that integrate music, opera, dance, folk art fine art, lighting, etc. into newer heights, make the Taiwanese opera became delicate on national theater.
    The study showed by performing technical and operating innovation strategies, the troupe had created a new marketing and success all over the world. In 1982, after winning the top prize in opera competition, the group started to give a fresh interpretation of Taiwanese opera. The innovations created waves in the opera circles and were much acclaimed in the culture and arts circles of Taiwan. From then on, the company continued to grow in popularity.
    The researcher offers some suggestions for the troupe and Government on how to flourish this tradition culture from generation to generation. Finally, by doing so we hope to make our unique Taiwanese opera spread all over the world.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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