太陽劇團「Alegria - 歡躍之旅」票房行銷研究

A Study on the Sales Promotion of Cirque du Soleil - “Alegria”, 2009

黃肇璟(Huang Chao-Ching)

指導教授 ： 夏學理

國立臺灣師範大學/藝術學院/表演藝術研究所/碩士(2009年)

摘要

2009年太陽劇團「Alegria歡躍之旅」首度來臺演出，於售票開始的一個月內隨即將十四萬張票卷售罄，並持續引發相關討論。太陽劇團享譽國際，至2008年首度由聯合報確定引進臺灣；「Alegria歡躍之旅」為聯合報系第一次辦理之大型表演藝術節目，顯現了媒體組織在副業經營上業務的拓展的企圖心；媒體因其組織優勢資源，有利於藝文活動之行銷，又平面媒體在長期辦理藝文活動的經驗中，建立了其在行銷藝文活動的票房推廣策略，但「Alegria歡躍之旅」與平面媒體慣常承辦之藝文活動形式上有極大差異，因此，本研究欲針對太陽劇團「Alegria歡躍之旅」在臺演出之票房行銷策略進行分析研究，從聯合報系擬定之票務推廣策略、媒體策略、議題設定、以及廣告代言人策略進行分析，研究聯合報系行銷「Alegria歡躍之旅」票卷之操作模式，歸結媒體運用其優勢資源創造亮眼票房成績之因及不足之處，系統性整理媒體推廣表演藝術節目之票房行銷策略，期能逐步健全媒體經營藝文展演活動之相關研究。另延伸探討「Alegria歡躍之旅」對臺灣表演藝術環境的影響，以及媒體角色功能與活動辦理角色之衝突，以供後續研究者對此進行探討。
透過研究訪談整理及文獻分析後進行個案研究，得出本研究之結論。針對「Alegria歡躍之旅」之票房行銷策略分析包括：(一)演出定調為都會高質感之形象、(二)依前述調性設定演出之STP以及行銷組合策略、(三)票務行銷依據市場分析結果擬定策略，以團體與個人票卷兩種策略進行行銷、(四)運用媒體進行大量且精準之行銷；在「Alegria歡躍之旅」在臺演出之相關評論上則包括：(一)聯合報系行銷藝文演出之操作是否可成行銷模式尚待觀察、(二) 「Alegria歡躍之旅」對臺灣表演藝術環境具正面激勵作用；針對媒體在副業經營之研究結論則包括：(一)媒體應避免經營活動辦理之副業、(二)政府應與媒體一同解決困境、(三)媒體藉由優勢資源辦理活動擾亂藝文活動市場。根據研究結論提出的研究建議包括：(一)藝文演出之行銷應結合多方資源、(二)藉由產學合作維持節目品質、(三)媒體對副業經營與其本業職責之衝突應做出取捨。

關鍵字

太陽劇團 ； 票房行銷 ； 媒體策略 ； 媒體副業經營

並列摘要

“Alegria”, a Cirque du Soleil production, first time performed at Taiwan in 2009. One hundred and forty thousand tickets were sold out in the first month since the tickets started for selling. “Alegria” was the first large performing program that UDN organized. It shows the ambition of UDN on sideline expanding. The organization
resource is media’s advantage on marketing of culture activities. Furthermore, print media built up their strategy on marketing of culture activities base on their
experience of the culture activates organizing over a long period of time. But “Alegria” very differ from the culture activities that were organized by print media in form. Therefore, this research tried to analyze and study the marketing strategy of “Alegria” in Taiwan from UDN’s sales promotion, media strategy, agenda setting and selection of AD spokesman, to find out the reasons of the outstanding sales volume and the disadvantage of “Alegria”. This research devoted to the figure out the strategy of sales promotion on performing arts systematically that runs by media organization. In order
to fulfill the research of the culture activities run by media organization in Taiwan, there are two more subjects for the further researches are the effect on the
environment of performing arts in Taiwan by ”Alegria”, and the conflict of the responsibility between media and the activity organizer.
The research was concluded via case study, in-depth interviews and document analysis. Sales promotion came to the conclusions as follows: 1) the image of ”Alegria” was positioned as the high-class. 2) the STP process and the marketing mix were planning based on the image of high-class. 3) The strategy of sales promotion was based on the market analysis, and execute in group and personal ways.
4) Media was the main tool for the marketing of “Alegria”. The media strategy was precise and quantity. As to the commands of the “Alegria” in Taiwan are as follows: 1) The success of “Alegria” doesn’t mean the marketing strategy of “Alegria” is suitable for all the programs of performing arts. 2) Performing arts in Taiwan is stimulated by the program “Alegria” of Cirque du Soleil. The sideline of UDN refer to the conclusions that 1) Media organization should not be a activity holder. 2) The government ought to solve the problem with media. In the end, the suggestions of the study are 1) The marketing strategy of culture activities should convert all the
resources. 2) Quality of programs maintain in cooperation between the media and academia. 3) Media ought to separate the sideline from media business.

並列關鍵字

Cirque du Soleil ； Media strategy ； Sales promotion ； Sideline of media organization

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