| Summary: | 碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 97 === 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.
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