A Study in Customer Management and Event Planning of Art Groups－An Example of Contemporary Legend Theatre “Run! Chekhov!”

• Main Authors: Chung-Kuei Wu, 吳俊揆
• Other Authors: Yen-Yuan Ni
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/95074424925001125378

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 99 === Taiwan is runneth over with a plethora of activities; however, no any single one could be compared with such festivals as Edinburgh Music Festival. The presupposition of a good art group lies in the integration of many factors. Besides, what’s of great importance is positioned on Relationship Marketing as well as Event Marketing, the very two crucial elements in Public Relation. Only when the complementary relation of these two factors is webbed could it trigger more performance opportunities for these art groups. The research aims to overally discuss the relationship reward hierarchy theory and essence of Event Management, starting from the perspective of Event Marketing. Precisely, the 5Ps in Event Marketing is employed for this purpose. The subject of this research paper is Contemporary Legend Theater, a long-standing organization which has existed in Taiwan for more than 25 years. The organization is celebrated for its being able to impress its audience with special features imbedded in their masterpieces. This group owns a membership of more than 22,000 people. Besides, it is the only one group in Taiwan that is attempting to have both western and eastern cultures incorporated in their plays. All of this does contribute to the researcher’s wishing to have a further analysis of this topic. Secondary Data Analysis and In-depth Interview are employed for the analysis of this research. In a typical case study, the two research instruments are considered to be the very methods that are most likely to elicit any information most directly related to this organization. The result of this research confirms the reliability of relationship reward hierarchy theory. That is, a sense of belonging is entailed by the harmonious atmosphere among group members. In Event Marketing, the success of an activity counts on the development of public relation. The healthier the relation is, the more resources it will get. Otherwise, any activity would not bring in as many profits as had been expected. Finally, a conclusion is drawn that indicates the importance of public relation development to the success of an activity. It is expected that the result of this research could serve as the stepping stone for future analysis.