An Exploratory Study of New Media Marketing Strategy Application: A Case Study of Northern Miaoli Art Center

• Main Authors: Jiang,Ting-Yi, 蔣婷宜
• Other Authors: Yen, Ying-Lu
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/95531176096144724636

碩士 === 玄奘大學 === 大眾傳播研究所 === 105 === In recent years due to the advancement of the new technology development, community marketing are gaining ground through interaction and immediacy in order to let domestic art center venues and performing art teams better positively plan and promote on marketing programs, compared to the limitations of the traditional marketing promotion. The purpose of this study is to explore how new media can be widely used for local art venues marketing with the qualitative research approach based on case studies and in-depth interviews taken from field professionals. The results found that the domestic cultural policy can help local art venues upgrade their business affairs even though the performing art teams are limited to their revenue and audience. Second, new media marketing can be led to promotion planning by way of the local platform to offer the performing programs. Third, the scope of marketing can be amplified and become an industrial chain to identify the target audience and create the value.