近年來，在種類多變的表演團體逐漸在增加的情況下如何經營與維持，民眾對演出型態的接受度以及參與度，是否會影響表演藝術工作者的營運與方向？這是表演藝術團體所面臨的兩個問題。不少表演團體開始對經營策略及行銷方面下了不少工夫，因此對於表演藝術團體經營概況進行調查與分析，才能夠進一步瞭解他們的營運模式，從調查與分析資料瞭解他們所存在的問題。中小型表演團體，需透過藝術行銷公司和團體內部行政人員協助下團體才能順利無憂的創作。 以台灣目前生態而言，創新音樂藝術型態的觀賞族群培養不易，且政府對表演團體的補助審核未盡成熟，公部門的補助申請困難重重，但這卻可能是這些小型團對生存下去的來源之一。因此如何爭取公部門資源的適度分享，並積極開發新的觀眾族群，進一步協助創作藝術家們能有效的行銷、包裝自己，開拓更具多元性的藝術附加價值，筆者認為是未來進一步研究的主要方向。 本研究以三個中小型音樂表演團體為對像，從經營策略方向，分析中小型表演團隊的行銷策略之現況，透過文獻資料蒐集及團長與行政人員的深度訪談，藉此瞭解團體成立宗旨與特色及分析中小型音樂表演團體之經營策略。 How to manage the community and maintain the quantities of groups when variable performing bands are rising? Does audience’s reaction affects the management strategy and goals of performing artists? Facing these two questions, many performing bands put efforts on marketing strategy. To get further in the model of management, we do some investigations about their manage situation. By doing so, we can find out the problems. Small and medium sized performing bands need to cooperate with marketing companies and executives to work smoothly. In the new environment of Taiwan, bring up the audience numbers for innovative music performing bands is hard. Moreover, support of the government may be the only way to survive for performing bands, but approves of government subsidies are still yet complete. Therefore, how to strive for resources from government and develop more audience are the ways to promote themselves effectively and open up more and more multiple value of art. This is the main idea of further research. This research is involving three small and medium sized performing bands. From the aspect of management and strategy, analyzing their marketing situation, collecting data and interviewing with executives are the steps how we can know the purpose and features of establishment and recognizing their management.
