A Study of Multi-case Comparison of the Marketing Strategies of Music Performing Art Groups

• Main Authors: Tzu-ling Liu, 劉姿伶
• Other Authors: Shu-chi Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/39136448541608851200

碩士 === 南華大學 === 出版與文化事業管理研究所 === 99 === 　　In recent years, varieties of music and performing art organizations are facing numerous difficulties. Not only must they face impact and challenges because of intensified decentralization between administrative operation and performing technique, but they also have to deal with great pressure of market instability, setbacks in sells, overspent funds, and lack of subsidy. 　 　　In the past, when we mentioned marketing and performing arts at the same time, people would immediately come out with a stereotype that marketing is all about making a profit. However, the marketing concept of creative arts nowadays is not only about promoting and popularizing the performance and its reputation, but also building the bridge between creative arts and the audience. Therefore, music and performing art goups need to develop a certain marketing strategy, to enhance the circulation of performance information and the popularization of cultural activities, and further stimulate the desire of audience for art appreciation and reach the sustainable development of music and performing arts. 　 　　In view of the dilemmas of art marketing that these performing art organizations are facing now in Taiwan, this study integrates four methods including environmental scanning, principles of creative arts marketing, marketing mix and status quo, and future plans. In examples of four organizations of music and performing art with marketing strategies, applying qualitative research methods, collocating in-depth interviews with secondary data analysis, and further examine their collective marketing strategies in inductive and deductive methods. In other words, to analyze the beneficial factors of the marketing strategies of these organizations through their practical experiences, and provide suggestions and improvement of art marketing for future music performing art groups.