| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 101 === After tackling hardships in the 1980’s, modern theatres in Taiwan have gradually developed well-rounded business structures with matured markets, and now are on the way to large-scaled theatre groups and enterprise management. However, it is difficult for Taiwan’s modern theatres to make a breakthrough on scale upgrading, because of the limitation on performance space and the number of audience, and the shortage of funding and manpower. Under the situation, both of Taiwan and China have been proactively promoting culture and creativity industries, and encouraging the industrialization of the performance art through legal reform and financial subsidies. Therefore, China gradually stands out to become the number one foreign market for Taiwan’s modern theatres to target at.
This study explores the morphological dimension of business strategies of Taiwan’s modern theatres. It takes “Performance Workshop” as an example, reviewing the features and varieties of product line, choice and separation of targeted markets, decision on degree of vertical integration, relative scale and economies of scale, geographic coverage, and competitive advantages. Furthermore, it analyzes the three product lines of the Performance Workshop (theatre, movies, and curation of culture performance, in all of which “work” lies in the heart), four sub-products (copyright of plays, choreography and directing, design and producing, and administrative execution), and three business strategies (innovative production, reproduction of the original, and original production).
Performance Workshop has accomplished its goal in the second phase of business vision –expanding market into the global Chinese-speaking community, and is now in its third phase of business vision– a recognized world-class modern theatre. Thus, in addition to SWOTs of the business strategies of Taiwan’s modern theatres in China market, this study gives suggestions for Performance Workshop on becoming a world-class theatre. Through analyzing and inducing the business strategies of Performance Workshop, this study attempts to provide a reference for Taiwan’s modern theatres which intend to expand its market into China, and is in hopes that modern theatres will be further inspired to develop their unique and effective SO, WO, ST and WT strategies.
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