當今臺灣社會之諸多表演藝術活動雖看似蓬勃，但如何求得永續經營與發展，則仍為國內各表演藝術團體所亟欲了解與探究之長遠生存之道。對於表演藝術團體而言，「永續經營」不僅在於藝術內涵的提升，同時，在現今僧多粥少的藝文補助環境裡，如何尋得「觀眾的支持」，就變得日益重要。由於表演藝術的存在價值，乃在於其與觀眾相互交流溝通的過程，因此，表演藝術行政人員的基本要務之一，就在於必須盡力地去協助表演者與觀眾之間，能夠順利的進行溝通。 表演藝術行政人員為了促使表演者與觀眾之間的溝通，能夠進行的更為順利，則他首先要做的，就是必須去了解他的「觀眾」。亦即，他必須去了解他的觀眾到底是誰？從哪裡可以找到他所要的觀眾？而這些觀眾們平常都在從事著哪些事務與活動？待完成上述的了解之後，表演藝術行政人員才能夠進一步的擬定策略，先求有效地去鎖定標的觀眾，再進而從事「觀眾發展」的工作。 總之，本研究的目的，乃在於希望透過對於表演藝術觀眾發展及其相關理論的探析，整理並提供出若干有效經營途徑，以協助國內表演藝術團體進行觀眾發展的工作。

　　　　　The development of performing arts is pulsating with thriving prosperity in today's Taiwan. As a result, a sustainable management has become a vital instrument for the performing arts groups to find a niche and to survive in the long run. The essence of a sustainable management lies far beyond enhancing the essence of the arts per se, but what a performing arts group needs is the unrelenting, diehard support from its loyal followers amid the far and in between cultural endowment grants available today. One of the fundamental missions of the arts administrators for the performing arts is to help enhancing the communication effects in between the artists and their audiences. To facilitate such real-time interactive communication process, it is imperative that the arts administrators should always examine the genuine nature of their audiences. In view of such, this study chose to take the descriptive research approach in order to solidify the growing ground of the performing arts in today's Taiwan. And thruogh the examining of audience development and its related theories, this study found some useful techniques and hoped to effectively assist the performing arts groups in Taiwan developing their loyal followers.