| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 100 === Abstract
Taiwanese performing arts companies not only face the market competition from domestic and foreign related companies, but also assiduously withstand the fierce strikes from the economic atmosphere as a whole. Even with government support and corporate sponsorship, only a more proactive, ambitious expansion of the market as well as an increased level of service, can the Taiwanese performing arts companies minimize the risk and develop sustainable business opportunities.
From a marketing perspective, Taiwanese performing arts companies need an insightful direction for development. They need to attract audiences in order to create ticket sales. Meanwhile, they must properly segment the market and recognize the audiences’ (consumers) perception of the company’s positioning. Moreover, it is also very important for the performing arts companies to understand the characteristics of their target audiences. These are all the challenges that the management of the Taiwanese performing arts companies currently facing with. This thesis aims to provide the performing arts companies a systematic analysis on brand differentiation that creates competitive individual strengths. .
In this research, the literary sources are exploited as the basic research foundation. In addition, three hundred and three questionnaires from eight Taiwanese modern theater companies are evaluated with the multidimensional scaling (MDS) methodology. As a result, a brand-positioning diagram is drawn up, which reveals each theater company’s attribute and competitive strength.This research finds that each theater company’s positioning can be categorized into 4 different competitive groups: 1) Stable development group; 2) Increased performance quality group; 3) Strong marketing activities group; 4) Adjusted operational strategy group. From the evaluation materials, we find that: 1) A theater company’s attributes reflects the target consumer’s needs; 2) Performance quality is a mandatory element in a theater company’s operations; 3) A positive theater company image is more important than being well-known; 4) A theater company needs both high quality artistry as well as marketing abilities; 5) A company’s additional value provides an indispensible elements.
Through the brand positioning diagram, this research provides every theater company a more concrete marketing strategy. At the same time, this research can be used as a practical recommendation for the operational management of those eight Taiwanese modern theater companies and other performing arts companies. Last but not the least, the findings in this research thesis are highly beneficial to the branding and the marketing theory development for the future performing arts society.
Keywords：Performing Arts, Marketing, Experiential Quality, Brand Positioning
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