翃舞製作《推拉》製作與管理之專業實務報告

Abstract

本研究旨在探討2025年翃舞製作《推拉》首演的製作過程與執行成效，分析在有限資源與預算條件下，如何順利完成演出並符合舞團運營目標。研究者作為製作統籌，其工作職責需要深入參與、管理並協調製作流程的各個環節，包括藝術創作、行銷策略、演出推廣等方面。透過實際工作執行與觀察，探討在緊湊的時程和有限資源下，如何確保演出品質，以及各項工作能夠如期達成預期目標。本研究特別關注製作統籌在協作過程中的角色，分析製作團隊與編舞家、設計團隊以及主辦單位高雄市政府文化局的合作情況，藉由整理與反思，歸納出有效整合製作資源、促進專業分工協作及提升演出推廣成效的關鍵因素。研究中也針對舞團於南部地區首演的成效進行分析，聚焦於配合【春藝小劇場】系列節目宣傳的實際影響，評估高雄市政府文化局所提供的資源如何助益作品曝光，並檢視新創舞蹈作品在高雄首演的票房與宣傳策略是否達成預期效益。研究同時探討觀眾對《推拉》的回應與品牌連結，分析作品是否成功強化舞團品牌形象及拓展多元觀眾群，包含不同年齡層、文化背景與藝術欣賞偏好，並根據觀眾需求與期待，提出未來行銷策略與推廣方向的調整建議。研究問題方面，本研究將深入探討參與【春藝小劇場】系列節目對《推拉》製作歷程及成效的影響，分析舞團如何透過與高雄市政府文化局合作，提升作品曝光度並獲得實質宣傳效益。同時，評估高雄首演票房與宣傳策略是否達到預期目標，探討宣傳對觀眾觸及率與作品接受度的影響。研究進一步關注作品在強化舞團品牌形象與觀眾關係上的成效，檢視是否成功擴大觀眾群體，並分析觀眾對作品的情感連結及對舞團未來演出的期待。藉由觀眾回饋與資料分析，研究將提出具體實務建議，促進舞團長期發展與深化與觀眾的互動。完成《推拉》於高雄春天藝術節的首演後，舞團隨即前往法國參與2025年外亞維儂藝術節，將作品推向國際舞台。研究者亦隨團赴亞維儂，實地參與國際巡演過程，進一步拓展本研究對巡演實務與現場運作的理解。透過亞維儂的巡演經驗，研究者觀察國外製作條件與操作方式，進一步整理出團隊因應不同演出環境的實務操作經驗。根據本次參與外亞維儂藝術節的經驗，研究者亦整理出未來進行國際巡演時可參考的方向，以優化未來巡演流程，並持續累積團隊的國際執行經驗。本研究的執行經驗對研究者未來演出製作的策略性規劃提供寶貴啟示，尤其在資源有限與時程緊湊的條件下，如何平衡藝術創作與實際運營需求，有效運用有限資源提升製作品質與觀眾參與度。研究透過系統性評估製作過程，進一步理解舞蹈作品在行銷策略規劃、資源整合及觀眾經營上的具體做法，為未來創作提供實務參考。綜合本次製作經驗，研究者提出製作規劃與管理上的建議，期望為舞蹈藝術領域中製作管理實務及學術研究貢獻具體案例與策略思考。This study aims to explore the production process and execution effectiveness of the premiere of Push and Pull by HUNG DANCE in 2025, analyzing how the performance was successfully completed under limited resources and budget constraints while meeting the operational goals of the dance company. As the production coordinator, the researcher is deeply involved in managing and coordinating various aspects of the production process, including artistic creation, marketing strategies, and performance promotion. Through hands-on execution and observation, this study examines how performance quality was ensured and how tasks were completed on schedule despite tight timelines and limited resources.This research particularly focuses on the role of the production coordinator in the collaboration process, analyzing the cooperation between the production team, choreographer, design team, and the event organizer, the Bureau of Cultural Affairs, Kaohsiung City Government. By organizing and reflecting on these experiences, key factors for effectively integrating production resources, promoting professional division of labor, and enhancing promotional effectiveness are summarized.The study also analyzes the effectiveness of the dance company's premiere in southern Taiwan, with an emphasis on the actual impact of participating in the 2025KSAF series. It evaluates how the resources provided by the Bureau of Cultural Affairs, Kaohsiung City Government contributed to the exposure of the work and examines whether the box office performance and promotional strategies of the new dance work in Kaohsiung met the expected goals. Additionally, the research explores audience responses and brand connections to Push and Pull, analyzing whether the work successfully strengthened the dance company’s brand image and expanded a diverse audience base, including different age groups, cultural backgrounds, and artistic preferences. Based on audience needs and expectations, suggestions for future marketing strategies and promotion directions are proposed.Regarding the research questions, this study investigates the impact of participating in the 2025KSAF series on the production process and effectiveness of Push and Pull, analyzing how the dance company leveraged collaboration with the Bureau of Cultural Affairs, Kaohsiung City Government to increase exposure and achieve tangible promotional benefits. It also assesses whether the box office and promotional strategies for the Kaohsiung premiere met expectations and examines the influence of these strategies on audience reach and acceptance of the work. Furthermore, the study focuses on the effectiveness of the work in enhancing the dance company's brand image and audience relationships, evaluating whether the audience base was successfully expanded and analyzing audience emotional connections to the work and their expectations for future performances. Through audience feedback and data analysis, the study offers practical recommendations to promote the company’s long-term development and deepen audience engagement. After the premiere of Push and Pull at the Kaohsiung Spring Arts Festival, HUNG DANCE immediately traveled to France to participate in the 2025 Festival d'Avignon Off, bringing the work onto the international stage. The researcher took part in the international touring process in Avignon, further expanding the understanding of touring practices and on-site operations for this study. Through the experience of touring at Avignon, the researcher observed production conditions and operational methods abroad, and further compiled practical operational experiences of the team in adapting to different performance environments. Based on the participationin the 2025 Festival d’Avignon Off, the researcher also summarized reference directions for future international tours, aiming to optimize future touring processes and continuously accumulate the team’s practical experience in international execution.The experience gained from this study provides valuable insights for the researcher's future strategic planning of performance productions, especially under conditions of limited resources and tight schedules. It highlights how to balance artistic creation with operational needs and effectively utilize limited resources to improve production quality and audience participation. By systematically evaluating the production process, this study further understands specific approaches to marketing strategy planning, resource integration, and audience management in dance works, offering practical references for future creations. Drawing from this production experience, the researcher proposes suggestions for production planning and management, aiming to contribute concrete case studies and strategic considerations to both practical production management and academic research in the field of dance arts.