A Study on the Key Factors of Marketing in Classical Music

• Main Authors: Chuang Hsueh Chu, 莊雪菊
• Other Authors: 龔昶元
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/47155666373517031510

碩士 === 國立台中教育大學 === 事業經營研究所 === 98 === This research aims to look for classical music appealing sensible factors, to explore the values of classical music in commercial behavior, and with an attempt to find out sales strategies which can meet consumer demand. Firstly, this article searches for the sensible vocabulary based on Kansei Engineering by means of Content Analysis and constructs the cognitive space of people’s images of classical music. It further sets up a sensible evaluation model on those images using Nagai methods(5W1H,ISM). It also uses AHP to investigate the under lying factors affecting people’s orientations to music related activities, and which are then compared to the results of GRA theory analysis. So as to understand the key factors and the impact of weight while consumers choose classical music activities. The results have shown that searching for art experiences other than visual ones has been the option that interests the audience most. And “ to feel like being in presence” is regarded as the most important factor when they make these choices. Lastly, this study suggests that the key to classical music marketing lies in satisfying audience’s sensible experiences; and exploring the potential business in classical music, expanding its area, fostering its development are made possible through the deployment of various strategies. Moreover, the marketing strategies need to be further strengthened by advertising and promotion so as to bring people closer to classical music, and eliminate the old stereotypes of its restrictiveness. Hopefully, this study can serve as useful reference to future studies and music activities related.