本論文共一冊，約五萬字，分成五章十七節，其簡要內容如下： 本論文打算利用企業管理之行銷觀念（MARKETING CONCEPT） 及市場區隔之策略（M ARKET SEGMENTATION STRATEGY ），對大學生之國劇觀賞行為做一研究，以提供一嶄 新觀賞者類型之透視方式，直接描述觀賞者之內在心□、觀賞動機、外在生活型態及 觀賞行為之關係。期望使各劇團及有關單位對其現有及潛在之觀眾能有更深一層之瞭 解，進行發揮行銷觀念於國劇節目之製作上。如此，不但可使觀眾獲取真正的滿足， 而且我優良的國劇文化也可以繼續發揚光大。至於以大學生為研究對象，主要是基於 ：大學生不但是年輕一輩的觀眾，有其成長與繁延之可能性，而且以其知識尖兵角色 ，對於國劇文化之推展將更具成效。因此本文乃以大學生為主要研究對象，探討其生 活型態與國劇觀賞行為之關係。

The reality of a so-called theory/practice divide between what the academic world research and teach and how it is applied by practitioners has existed for decades. Academics commented about the practical applicability of theories concerning business management applications. This research attempts to understand a concept from a practitioners’ viewpoint. The focus of the research was on marketing and management practitioners’ application of market segmentation principles in their businesses. The study was qualitative in nature. Discussion guidelines were used in in-depth interviews from purposefully selected case study organisations. The analysis indicated that practitioners readily apply the economic principle of market segmentation. That is to divide the broad market into parts (segments) and then focus their attention on selected segments. The analysis also indicated that practitioners deviate from the current marketing theory on market segmentation. It was further found that management practitioners could benefit from applying some of the principles taught in market segmentation theory. The implications from the findings are twofold. The first is that an alternative theory regarding market segmentation emerged from management practitioners’ perspectives. The second is that it is possible to integrate aspects of other market segmentation schemes with the alternative theory to ensure a market segmentation approach that confirms management intuition as well as existing market segmentation theory. Merging these approaches creates a possible improvement in the practical application of current market segmentation theory. / Business Management / D. Phil. (Business Management)