| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 107 === The main purposes of this study were to understand how Chiao Wan Jan Puppet Troupe expands market and does art innovation, and also to explore the reasons and the elements of improvement. This study also wants to understand the causal relationship between art innovation and market expansion. In the same time, several suggestions are made to other Taiwanese puppet troupes in market expansion and developmental strategies for future. The subject of this study is the audience of Chiao Wan Jan Puppet Troupe, and the study area is the satisfaction of the audience. The survey object is audience older than 10 years old. This study also mention that the reason why Chiao Wan Jan Puppet Troupe got the first place in Taiwanese image was it could build historical characteristic and memory to create different images, so people could understand local culture by puppet show. Chiao Wan Jan Puppet Troupe not only wants to introduce puppet show to more people, but also wants to let people understand the spirit of puppet show and know it can stand for “innovation value” of Taiwan. Besides, this study uses different aspects such as “sustainable tradition” and “from school to Taiwan and even to the world” to see why and how Chiao Wan Jan Puppet Troupe promote their visibility in Taiwan. In addition, this study also shows the causal relationship between art innovation and market expansion by survey and interview.
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