| 摘要: | 隨著社會變遷及全球性大環境高度的競爭，導致台灣近年來人口出生率明顯下降，而出生率低則促進台灣兒童産業的興起與發展，包括兒童教育或兒童商品等，然而電視及電子產品就成為每一個家庭的科技寵兒，而觀看電視也成為兒童每天最主要的休閒活動。國內專屬的兒童電視頻道以MOMO親子台及東森幼幼台頻道最為大眾熟知，進而分析MOMO親子台、東森幼幼台的兒童律動節之差異，試圖探討兒童律動市場的進入與歷程，著重於小型工作室「蓁蓁姐姐工作坊」的源起、理念與現況等創業過程；組織成員及分工與人事概況等組織架構；在創作、行銷、專業技能、設備、服務對象、合作客戶、財務等面向的營運模式；以及營利方式、人力資源管理、財務規劃、未來展望等未來規劃事項。 本文以「蓁蓁姐姐工作坊」為研究個案，其如何從一個畢業專題製作的學生團隊發展成為兒童律動市場的專業舞團，又如何能在沒有資金與品牌的奧援下逐漸開拓知名度並站穩腳步，其能以小型工作坊進入兒童律動市場的歷程，彰顯兒童律動的幼兒教育專業與多元創意可能，以及未來創業的路徑。 再從小型工作坊的進入與歷程反思台灣的兒童律動現況並以此觀照亞洲兒童律動市場，用以關懷台灣社會的兒童教育發展、如何將兒童律動與音樂市場提升至專業層面並且結合國際化的多元發展路徑，並提供意欲創業與經營兒童律動與表演藝術者的參考。
In Taiwan, fast changes in society and global development of competitive environment had been causing a significant birth-rate to decrease in recent years. The low birth-rate enhances and promotes the development of Taiwan's children's industry, including children's education and children's commodity. Due to the television and electronic media become popular entertainment in every family, Watching TV has become the most important leisure activity for children. “MOMO Kids” channel and “EBC YOYO” channel are the two most famous children channels in Taiwan. To survey the entry and progress of children's rhythm market, we study and analyze the differences between “MOMO Kids” Channel and “EBC YOYO” channel. Besides, we also focus on “Jane Jane sister studio” to study the origin, philosophy and status of the entrepreneurial process, the creation, marketing, performance skills, facilities, service population, customers, finance…etc., and business model, the margin planning, human resources management, financial planning, long term plan and future vision as well. This thesis names ＂ Jane Jane sister studio ＂ as a case study, to describe the very starting from a graduation project of students in university and has been developing into a professional dance company for children's rhythm market, and how to open our visibility and stabilize the foundation without any financial support and non-exist-reputation completely. The progress of this small studio step into children's rhythm market proves that our entrepreneurship in professional education of children's rhythm is possible and achievable. Upon studying journey of this studio, we reviewed the status of children's rhythm in Taiwan, meanwhile, we observed to compare the Asian children's rhythm market. We do concern the developing trend of children's education in Taiwan society and study how to promote the children's rhythm and music market into a professional level so as to match up with international multiple development path. We would show and guide for those who wish to start and operate children's rhythms and performers as good reference. |
