| Summary: | 碩士 === 國立臺灣師範大學 === 表演藝術研究所 === 100 === Many western countries organize arts and cultural festivals in order to enhance local areas’ and cities’ image while repelling the impact of globalization. Over the past decade, Taiwan’s cities and towns have coordinated the cultural policies to highlight local characteristics but political interests, economics and other considerations have influenced the develop of these dazzling festivals over these past ten years. Unfortunately, only a handful of these festivals in Taiwan are robust, that is having a clear focus; most festivals seem to be a mere formality that is having a distorted content.
The author selected the Taichung Jazz Festival as a case to study because the researcher is a native of Taichung who loves of her community and has been an enthusiastic participant of the festival for many years. Additionally, the author believes that the Taichung Jazz Festival is a shining example of music festivals in Taiwan. This study will be undertaken through in-depth interviews with stakeholders of the Taichung Jazz Festival, and referenced to other cases: Chiayi International Band Festival and Edinburgh Festivals as well as supplemented by secondary data method to view the main elements of the Taichung Jazz Festival brand construction and marketing strategies in order to analyze and research the following: (A) To understand the Taichung Jazz Festival in the process of development planning and the actual implementation, including the support and obstacles encountered. (B) With a strict budget, how the organizers effectively allocate marketing communication tools, and integrate the resources of the stakeholders in order to achieve synergy. (C) In order to make the Taichung Jazz Festival even stronger, proposed developmental strategies and recommendations are offered based on the above analysis.
The results show that: the Taichung Jazz Festival has steadily developed for nearly a decade because of the following reasons: (A) held at the same time and the same place for a nearly decade, equally accumulated cultural energy (B) great support from the government (C) the Taichung Jazz Festival has a strong festival theme, and international performing groups are readily receive recognition. However, the Taichung Jazz Festival still has weaknesses needing to overcome: (A) limited funding (B) lacking of media publicity (C) Jazz is a non-native cultural in Taiwan. In addition, the external environmental factors provide some opportunities and threats to the future development of the Taichung Jazz Festival, for example, more jazz festivals are held, so how to make the Taichung Jazz Festival stand out among the other festivals, as well as public sector should adjust policies in order to effect long-term planning of the Taichung Jazz Festival.
The conclusion of the study is divided into two parts. First of all, the development proposals for the Taichung Jazz Festival SWOT analysis: (A) to develop festival tourism (B) to expand activity funds through corporate sponsorship and ticketing (C) to strengthen the festival publicity (D) adjust public sector policies (E) use music as a medium to achieve cross-regional exchanges (F) to strengthen the unique selling point of the Taichung Jazz Festival. The second part is to analyze and clarify the Taichung Jazz Festival in shaping the festival brand strategies to have the following five points: (A) to strengthen the festival theme (B) to improve international visibility (C) to expand the scale of the festival (D) to join the integrated marketing plan (E) to expand the target audience.
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