| 摘要: | 在表演藝術活動蓬勃發展的當今台灣社會，如何永續經營是表演藝術團體長遠生存之道。永續經營不僅在於藝術內涵的提升，在現今僧多粥少的藝文補助環境裡，表演藝術團體更需要觀眾的支持。表演藝術存在的價值就在於其與觀眾互相溝通交流的過程。藝術行政人員的任務便是幫助藝術家與觀眾進行溝通。為了使溝通更加順利，首先必須了解觀眾。了解觀眾的方法之一就是研究「生活型態」，也就是了解觀眾是誰？觀眾在哪裡？他們平常從事哪些活動？如此，才能進一步擬定行銷策略，有效地接觸目標觀眾。 由此，本研究擬以觀眾生活型態與藝術行銷為主要內容，針對不同表演藝術類型的觀眾，分析其生活型態概況。一方面以問卷調查的方式，以台北市的表演藝術觀賞者為研究對象，分析並描述音樂、戲劇、舞蹈與傳統戲曲四種不同類型的表演藝術觀眾，其人口統計變項與生活型態之概況。另一方面，也選定部份在藝術行政領域有卓越表現的表演團體進行深入訪談，就實務界對其觀眾之人口統計變項與生活型態之了解，與問卷結果相比較，並探討表演藝術團體如何進行藝術行銷。希望在瞭解實務的基礎上，藉由觀眾問卷的分析與發現，發展出藝術行銷上的建議，以幫助表演藝術團體做觀眾發展。 各類型所得出之結論如下： 一、音樂類：學生為主要來源，多為主修藝術，超過一半曾有過藝術學習經驗，觀賞頻次為重度使用者較其他三類多。常收聽台北愛樂電台，最常購買古典音樂CD，經常逛書局、美術館等地方，經常看雜誌，尤其是藝文類雜誌；公車或捷運是主要交通工具。 二、舞蹈類：以年輕上班族居多，七成以上擁有大學以上的學歷，約八成觀眾有過藝術學習相關經驗。較喜歡西式文化，例如喜歡國外風土民情，最常購買西洋歌曲之CD，最常收聽ICRT。很重視生活品質，不喜歡流行娛樂事物。 三、戲劇類：以學生與年輕上班族為主。社交生活較為活躍，較常與朋友聚會聊天，喜歡外出參加聚會，上網夜貓族最多，常到咖啡館，經常看電影。另外，對都會流形與娛樂之事物較感興趣，常逛百貨公司，常購買國語流行歌曲，最常收聽台北之音與飛碟電台。 四、傳統戲曲類：平均年齡較其他三類高，收入也較高。多為基層員工與企業中高階主管。最關心投資理財，開車人口較多。很重視品牌形象，較常在假日與家人團聚，較傾向每週固定運動，喜歡接觸大自然，喜歡具有傳統風味的事物。 最後，本研究依據上述結論分別就各表演藝術類型提出藝術行銷之具體建議；然後根據訪談之結果，就觀眾的滿足、觀眾的維持與擴展以及觀眾的發展與教育三大行銷目標提出一套綜合性藝術行銷建議。 In today's Taiwan where the development of performing arts are pulsating with thriving prosperity, a sustainable management has become a vital instrument for any performing arts group to find a niche and survive in the long run. The essence of a sustainable management lies far beyond enhancing the essence of arts per se, but what a performing group needs is the unrelenting, diehard support of its loyal followings amid the far and in between cultural endowment grants available today. Nevertheless, the value of performing arts lies in the subtle interaction and communication with the audience. The mission of arts administrators is to help bridge the communication between the artists and audience. To facilitate such interactive communication, it is imperative that one examines the nature of audience. One way to tap into the minds of the audience is by cataloging their lifestyles, meaning who are the audience, and where are they, and where or how do they spend their leisure time? Only such information can adequately address drafting an arts marketing strategy that brings direct contact to target audience. In view of such, the study has proposed to examine the lifestyles of audience versus arts marketing as the key contents, by focusing on audiences of different performing arts type to examine and analyze a profile of their specific lifestyles. Aided by questionnaire polls, participants of performing arts activities in Taipei are selected as the study subjects, whom are analyzed into four different types of performing arts, i.e. music, theatre, dance and traditional drama, in order to drive variables of the demographic as well as a profile of their lifestyles. On the other hand, in-depth interviews are conducted with accomplished performing arts groups that also noted for their outstanding administrative capabilities, whose input are compared with the demographic variables and lifestyle polls derived from the questionnaire polls, with due examination given to decipher how some performing arts groups conduct their arts marketing. All efforts are made in anticipation of developing data based on practical filed data, through audience opinion polls and analytical findings, which may further be concluded with recommended in arts marketing, which can be useful in assisting performing arts groups develop their loyal followings. Preliminary findings on the proposed groupings came to the follows, 1. Music category; where students make up the predominant group, largely of liberal art major, with a 50% strong majority having had prior experience of taking artistic training of some sort, whose frequency of subscriptions are found higher than the rest of the three groups. They tend to listen to the classical radio channels, often buy classical music compact discs, frequently browse bookstores, museums and places like that, read magazines, particularly the artistic types, whose transportation means are usually buses or MRT. 2.Dance category: Mostly of young professionals, with a 70% strong with a college diploma, and roughly 80% had had prior artistic training exposure of some sort. They tend to conform to Western culture; for example, their liking to all things foreign, often buy music CD on Western pop songs, and tend to listen to the ICRT radio station, who value quality of living, but shun from popular entertainments or pop culture. 3.Theatre category: Primarily of students and young professionals, who often hang out with friends, like to go to parties, and a majority also like to stay like logging online and browse the Internet, hang out at cafes or go to the movies. Also people in this group are more interested in urban fashion and entertainments, who browse department stores regularly, buy often Mandarin pop music, and found listening to the Sound of Taipei radio programming as well as the UFO station. 4.Traditional drama category: This group fashions a higher mean age than the rest of the three groups, but higher income as well. Who tend to be elementary workers or middle to higher business executives. What concerns them most are investment finance, and most of them also know how to drive a car. They value brand name image, spend more time with the family, more incline to weekly exercise regimen, prefer the outdoor, and take to things of traditional value. As a recapitulation, the study then wraps up with tangible recommendations to arts marketing divided by each type of the performing arts, and the findings derived from the field interviews, in terms of audience enrichment, audience maintenance and expansion, as well as audience development and education, groups by these three marketing objectives in concluding a comprehensive mechanism for arts marketing. |
