| Summary: | 碩士 === 國立臺北教育大學 === 音樂學系碩士班 === 103 === The outreach education of Non-profit Art Organizations has three missions: to stimulate people’s interests in the arts, to cultivate people’s aesthetics and to develop the art market. Arts outreach education programs have gradually gained importance in Taiwan, and this case study of Vocal Asia (VA) is one such example. Using content analysis and in-depth interviews to research the association’s works between 2011 and 2012, this study focuses on the fields and fortes of the five a cappella performing groups with which VA cooperates. Furthermore, the researcher has organized the marketing strategies of VA’s promotional activities and analyzed their contents and goals to discover the ways in which Vocal Asia pursues the three missions mentioned above to promote a cappella arts.
The study finds that VA cooperates with a number of A Cappella groups in the position of an activity contractor, a brand creator and a provider of information. With regards to marketing strategies, VA actively collaborated with both central and local government institutions, as well as other arts organizations, between 2011 and 2012. In addition to receiving marketing budget funds, VA has also utilized the advantages and experiences of the collaborating government and art organization to enter the local arts market. Finally, regarding activity design, VA coordinated the “Sing Around Taiwan” concert series in 2011 to increase public knowledge of the a cappella arts. In 2012, the cities and venues, as well as the contents and the depth of the activities, successfully elevated the participating a cappella groups and audiences from passive to active a cappella enthusiasts.
Based on these findings, the researcher has five recommendations for VA. First, VA ought to develop an audience database to facilitate future market segmentation. The organization ought to review the efficiency of the marketing tools available to them to enhance the directivity of activity information messaging. Furthermore, the territories and areas of VA activities should be increased to elevate the publicity of the VA service platform. Fourth, a questionnaire could be made together and shared with other performing a cappella groups with which VA cooperates. Finally, the dilemma between being whether it is a profit or non-profit organization should be publicly resolved. These research results should not be over generalized and should only be considered a reference for upcoming researchers and other arts groups.
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