本論文將從行銷策略及其對高雄市現代劇團之影響來進行研究，透過文獻探討以釐清藝術環境所面臨的問題，透過個案檢視尋求未來永續經營的方向。 本研究目的有：1.發展與研究設計，強化在地性行銷效果，提升表演藝術欣賞人口與票房經濟。2.依據分析結果進行討論並提出建議，提供表演藝術團隊在針對高雄市此區域性上，有個作為行銷策略的參考。 本文第一章說明研究動機、目的和範圍限制與研究流程。第二章透過文獻回顧顯示高雄市參與表演藝術的觀眾行為，和高雄市現代劇團的發展經歷。第三章則是藉由行銷理論延伸現代劇團在行銷的現況分析。第四章進入案例研究，檢視實際操作面的差異。最後第五章提出結論與建議。 The research paper will be mainly a the marketing strategy and the influences of it upon the Kaohsiung modern theatrical troupe. We detect the facing issue of the art environment through discussion for references; and discover the aspect of eternal management through inspecting cases. The purposes of this research:1.Invent a development and a research, which contrive to strengthen the result of local marketing and increase the population of appreciating performing art and the tickets selling income.2.The discussion and suggestion were showed up, based on the analysis result. Which provides the performing arts troupe marketing strategies, which are, aimed those at Kaohsuing, the regional issue. The first chapter will explain the study motive and purpose, the limitation in the study, and the study processes. Furthermore, the second chapter will talk about the behaviors of the audiences of Kaohsiung who participate in the performing arts through, and the development process of Kaohusiung modern theatrical troupe by references reviewing. In addition, the third chapter will analyze the recent marketing result of the modern theatrical troupe by the marketing theory. Moreover, the forth chapter will get in case researching, that inspect the differences of actual operation. Finally, the fifth chapter will propose the conclusion and the suggestion.
