| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 97 === Abstract
Creative industries are being realized for their benefits in large and small scale.
Adding an international dimension gives them a role for the future in terms of freedom of expression, cultural diversity and economic development. In order for smaller or growing countries to partake in the advantages of the arts and culture industries, governments, businesses, organizations and individuals alike can cooperate to create, support, and improve projects and channels of distribution. This will not only help to boost the market, but also help to inspire the source of creativity.
In order to better understand this ever-changing and complex industry, different kinds of lifestyles, and consumer preferences and behaviors are needed to analyze the various segments of a population. By knowing what groups of consumers like and what kinds of activities they prefer to participate in, different organizations can create a marketing strategy to attract potential new markets, as well as consumers.
This study has the following objectives:
1. Use the Taiwan art and culture market at an aim, to discuss the significance of different art lifestyle segments on general lifestyle.
2. Use the Taiwan art and culture market at an aim, to discuss the significance of different art lifestyle segments on participation in arts activities.
3. Use the Taiwan art and culture market at an aim, to discuss the significance of different art lifestyle segments on willingness to spend on arts activities.
The findings of this study illustrate the behaviors and segmentations for Taiwan’s creative industry, and the different kinds of consumers to market to. Implications of this research to suggest to the marketers of Taiwan’s creative industry and recommendations for further research are also presented.
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