A Study of the Marketing Strategies of the Private Dance Studios in Taiwan ----Take Ban-Chiao City as Example

• Main Authors: Hsaio-Ping Chen, 陳曉蘋
• Other Authors: Man-Li Wu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/99529603835476997804

碩士 === 中國文化大學 === 舞蹈研究所 === 94 === Abstract The purpose of the study aims to investigate the marketing strategies for generalizing the present marketing models of private dance studios in Taiwan. A qualitative research was conducted to probe the product strategies, the place strategies, the price strategies, and the promotion strategies of six private dance studios legitimated by Taipei County Government in Ban-Chiao City, Taipei County. The data were collected from in-depth interviews, observations, and document analytic. The results indicate as follows: 1.Product Strategy: to fix the combinations of products and enhance the qualities of teachers 2.Price Strategy: to assess objective conditions and make reasonable prices 3.Place Strategy: to locate at accessible areas and create comfortable learning environments 4.Promotion Strategy: to establish reputations and provide free or single experience-learning classes The findings and results of the study suggest managers of private dance studios to provide diversified curriculums and cultivate teachers’ centripetal forces for the dance studios from the aspect of product strategy, to reflect actual cost from the aspect of price strategy, to design “Dance Bulletin” or “Art Corner” for creating the ambiance with art of dance from the aspect of place strategy, and to cooperate with neighboring kindergartens or after-school tutorial institutes from the aspect of promotion strategy. Furthermore, the authorities should also guide and assist the managers of unregistered private dance studios to apply permits not only for establishing legitimate and safe learning environments but also for promoting the educations and art of dance in Taiwan.