| Summary: | 碩士 === 國立臺灣師範大學 === 表演藝術研究所 === 99 === Globalization has been discussed widely since 1980, and when every local group was viewed on a world stage, the best distinguishability was performance with local features, from which “glocalization” came. Glocalization meant that globalization must be based on the thoughts and actions of local cultures. The study was aimed at Taichung “Big Open Troupe” and based on the combination of community development and community theory, marketing, and strategic decisions.
Big Open Troupe, established in 1998, was set as a “community theatre” at the beginning emphasizing local link, but after 921 Earthquake, their operation principles were enlarged with community play teaching and circuit performance in campuses to match the government’s policy. And the operation model of “one troupe with two plays” assisted with play teaching was fixed later on—they have taught in kindergartens, elementary schools, colleges and universities, which increased their fames imperceptibly and occupied a certain part in culture markets in central Taiwan.
The study was aimed to analyze the way Big Open Troupe managed their local clients and their marketing through interviews with the troupe owner and officials assisted with audiences’ questionnaires to analyze if their works and marketing strategies affected audiences’ return rate. And after weighted the quality and quantity, its results were: the operation model of Big Open Troupe affected by the general environment and policies was focused on campus, community secondarily. Their divers marketing strategies not only were accepted highly but increased their propaganda and fame as well. Besides, their works were deep into the public with familiar subjects. They were a sincere and hard-working troupe: to be a glocalization troupe actively.
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