| Summary: | 碩士 === 國立臺灣師範大學 === 表演藝術研究所 === 100 === Other than the purpose of recourse accumulation, knowledge building and transmission, and culture heritage, a modern museum can even be a wide-field cultural theatre. By enjoying diverse and delicate performing arts delivered by a modern museum, the audience can not only have great memories, but also get pleasure experiences from the cultural relics given by the museum. Moreover, making museum settings to be a leisure oriented entertainment complex is a new and inevitable tendency. It seems that a new look to the museum will be given, i.e., Taiwan has been transferring towards the post-museum era.
What’s more, a museum theatre is both a cross-cultural field and a useful tool for literary arts promotions. When the multiculturalism and the capitalism get involved in the museum operation, the boundary between the object and subject positions will be broken up; a diverse museum theatre promoted by innovative ways will think outside the box, and eventually bring a new start for success.
This study was conducted based on the evolution of the National Palace Museum by analyzing its current status, existing impacts, future trends towards the museum theatre development, and potential barriers it may confront in the future. By taking advantage of three research methods—literature review, case study research, and in-depth interview. This study aimed at 1) examining the organization strategies as well as the business process of the museum theatre in order to evaluate its operation mode, 2) checking if the theatre operation can effectively improve the visiting rate of the museum, and 3) evaluating the current role and future positioning of the museum theatre to see if it can make a difference to the museum. All findings including both positive and negative points will be used as references for the future museum operation.
This study summarized that: 1) the execution of a”top-down” policy promotion can improve the administrative efficiency, 2) marketing strategies will not be clearly made if lacking of a well-defined target audience, 3) the museum theatre can be considered as an expansion of art fields for the museum, and 4) the fundraising and sponsorship can improve the financial stability of the museum. Finally, this study further made some informative suggestions for future research: 1) establish a target audience database as a basis for future developmental strategies, 2) expand the museum functions through diverse art forms, 3) reinforce the marketing promotions by holding all kinds of events, 4) cooperate effectively with the staff in the theatre, museum, and educational professionals together, 5) apply a professional business operation mode to ensure maximum efficiency of flexible management, and 6) actively seek strategic alliances and effective resource sharing mechanisms.
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