| Summary: | 碩士 === 國立臺灣師範大學 === 表演藝術研究所 === 100 === In recent years, media organization has diversified the scope of art and the operation of cultural events from visual arts, trade exhibitions, festivals, and so forth, to performing arts. In 2009, United Daily News Group’s subsidiary group “Golden Media Group” (GMG) organized a Cirque du Soleil production “Alegria”, which was the first large performing program that media organization organized, and the tickets were sold out immediately since they started out selling the tickets within a few days. The success brought about the same end of the off-Broadway show “FUERZA BRUTA”, which is known as a fashionable and avant-garde performance. Over ten thousand tickets were sold in three days. It also caused the public to respond to the appeal ardently because of its unique form of expression. “Media Sphere Communications Ltd.” (Media Sphere for short) is a subsidiary company of Want Want China Times Inc. After having hosted hundreds of art exhibitions and large-scale events, it organized le Crazy Horse production “FOREVER CRAZY” from Paris for the first time in 2011, attempting not only to challenge the sensory nerves of people in Taiwan but to involve itself in the market of performing arts.
However, with the rise of new media and the change of ways of using media in the public, the issues of whether media organizations still have the resource advantages and what marketing strategies of performing arts can they use will be discussed in this paper. The study overviews GMG and Media Sphere with two performing programs: FUERZA BRUTA and FOREVER CRAZY as objects of study via case study, document analysis, content analysis and in-depth interviews in order to achieve the following purposes: A) Thoroughly understand the relations of the changes in media organizations operating arts and cultural events, organization positioning, and the media environment in Taiwan. B) Discuss the differences of marketing strategies between FUERZA BRUTA and FOREVER CRAZY, and analyze their purposes. C) Conclude the findings of the previous two points and ask further questions about the ways the media organizations involve in the development of performing arts and their marketing strategies so as to discover a more powerful marketing strategy. It will serve as a reference of the development of performing arts in Taiwan.
This research has found out that media organizations have used Integrated Marketing Communication (IMC) to communicate with the audience of performing arts, and it has come to the results as follows: A) Both visual arts exhibitions and performing arts are the focus of the operation of GMG and Media Sphere; the boom of the economic environment has little effect on their organizing the cultural events. B) Both GMG and Media Sphere have gone into “Commercialization” and “Conglomeration”; they used cross-media strategy to market comprehensively. They have developed and applied new media to the marketing of performing arts. It has become a future trend. C) Cost structure, organizational development, and social impact are the major consideration when GMG and Media Sphere organized a performing program. D) In marketing strategies, FUERZA BRUTA focused on the corporate private use and group bookings, while FOREVER CRAZY focused on social networking media and mobile media to propagandize; but WOM, word of mouth, was the key strategy that the two programs used. E) Media exclusivity now is gradually loosened, especially in the performing arts there are already substantive solutions to facing the problem.
Based on the research findings, three suggestions are made as follows: A) The roles of the main business and the sideline of the media organizations are contradictory; under commercial consideration, media organizations still need to return to the journalistic profession in order to reduce the negative perception of the audiences. B) Media organizations are facing the rising of new media and therefore IMC is a necessary response, but they still have to refer to the professional operation. C) When organizing performing programs, what media organizations need to be concerned with is to broaden the audience’s horizons in order to have greater impacts on the existing environment of the performing arts in Taiwan. In addition, performing arts groups need to seek out the resources and try to satisfy the audience’s needs to involve themselves in the market.
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