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  • 學位論文

藝術節慶與城市品牌之關聯性 –「嘉義市國際管樂節」個案分析

The Relatedness of Art Festival with the Urban Brand--A Case Study of Chiayi City International Band Festival

指導教授 : 何康國
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摘要


摘要 二次大戰後,歐美各國紛紛響應「以文化代替子彈、以藝術撫平戰爭創傷」呼聲,辦理藝術節慶活動成為妝點市容之最佳途徑。由此可見,一個城市所塑造之定位,可從藝術節慶所延伸的歷史文化探究端倪,擷取城市背景中獨特性,藉由活動參與體會共享經驗,進而為城市與遊客創造獨特性價值。 綜觀世界各國藝術節慶,藝術節慶提供一個表演藝術獨一無二的樞紐平台,以「地方」作為文化與表演藝術主題定位元素擷取之來源,透過藝術行銷城市文化,期待增加城市之國際能見度。近年來我國藝術節慶持續多元發展,其中以嘉義市國際管樂節為藝術節慶悠遠歷史品牌,不僅擁有17年的活動辦理經驗,也即將在2011年辦理世界指標性WASBE世界管樂年會活動。因此,本研究將挑選嘉義市國際管樂節作為本論文研究對象,透過質化分析探究管樂節慶活動整體歷史脈絡以及發展歷程,藉由專家學者提供不同方向建議,以期提供嘉義市政府文化局活動規劃未來之策略與方針,不僅能成為國內藝術節慶活動指標性藝術品牌,另一方面也能為藝術節慶注入一股新潮流與新氣象。 針對文獻分析、次集資料分析、深度訪談以及個案分析等研究方法,本研究匯集歷史性、專業度及執行面等資料,可從下列五面向進行歸納:(一)活動文化創意性、(二)活動執行管理成效、(三)活動媒體行銷效益、(四)在地經濟效益評估、(五)活動永續經營的等面向提供結論。以下針對本研究結論提出藝術節慶建議方向包括:(一)創造藝術節慶活動趨勢‧在地文化創意產業融入、(二)藝術節慶定位清晰‧添增活動創意內容、(三)銜接國際藝術能量‧創造城市節慶品牌、(四)節慶價值無可取代‧資源整合創造能量。

並列摘要


Abstract In response to the idea of “Substitute bullets by culture, heal the wound by art” after World War II, organizing art festivals has become the best way to decorate the cities for many western countries. Thus, it can be easily seen that the identity of a city was formed by extended history and culture from art festivals. Meanwhile, art festivals extract the uniqueness of a city. Through joining and experiencing activities, it creates the unique value for tourists and cities. By viewing the art festivals all over the world, art festivals provide a unique platform for performing arts. The source of culture and the element of art come from “Region”, and a city is expected to be recognized in the world through art marketing. These years art festivals have had versatile developments in Taiwan. Chiayi City International Band Festival has long history amongst all festivals. The organizer has 17-year experience. Furthermore, it is going to hold a world class music activity, World Association for Symphonic Bands and Ensembles (WASBE) in 2011. Therefore, this research is going to discuss about Chiayi City international band festival. Through qualitative analyzing history and development of symphonic band festival as well as taking advice from experts, it is expected to provide strategy and directions for Chiayi Culture Affairs Bureau’s future plan of art festivals. It not only can be a leading art brand for the country, but also can bring the fresh aspect to current art festivals. Focusing on documents analysis, secondary data analysis, in-depth interview and individual analysis, this research had combined historical, professional and executive information. It can be divided as below five topics: 1. Creativity of art activities 2. Results of activity management and implementation 3. Marketing effect of activity media 4. Local cost effective evaluation 5. Providing conclusion for long term management for the activities. Following are the suggestions for art festivals concluded from this research: 1. Create a trend for art festivals; Involve local creative business 2. Define art festival; Add more creative contents 3. Connect to international art platform; Create City festival brand 4. Realize the value of festival is priceless; Integrate resources to create energy

參考文獻


高毓伶(2006) 《品牌形象、品牌態度對顧客滿意度與品牌忠誠度之影響研究》,淡江大學國際貿易學系國際企業學碩士班碩士論文。
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邱瑋珍(2006) 《品牌形象與品牌態度對購買意願之影響研究》,淡江大學國際貿易學系國際企業學碩士班碩士論文。
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被引用紀錄


王韻智(2015)。管他什麽音樂─ 嘉義市國際管樂節「管樂踩街」音景建構〔碩士論文,國立交通大學〕。華藝線上圖書館。https://doi.org/10.6842%2fNCTU.2015.00445
黃姵綺(2012)。台中爵士音樂節之品牌與行銷策略研究〔碩士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-1610201315270859

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