- 學位論文
二十一世紀商業劇場公司之行銷工具：以新加坡夢學坊和台灣故事工廠為例
Two Case Studies of 21st Century Commercial Theatre Companies: Singapore's Dream Academy and Taiwan's Story Works and Their Marketing Practices
並列摘要
This paper is a case study of two distinct theatre companies and their marketing practices. The paper was written in the hopes that readers may gain some insights and knowledge about the Singapore and Taiwan market, as well as the marketing tools that these two theatre companies have used. It first provides an overview to the commercial theatre industry, followed by a literature review using Conte and Langley (2007) as well as other prominent scholars. Thereafter was an introduction to Singapore and Taiwan to give some perspective of the cultural situation in these two countries, as well as the two representative commercial theatre companies, Dream Academy (Singapore) and Story Works (Taiwan). The paper also examines the marketing tools used by these two companies. The analysis focuses on three elements – branding, which included repurchase intention and audience outreach, traditional marketing and social media marketing. Notable findings include similar use of traditional marketing tools, differing approaches in branding and the lack of two-way engagement in social media marketing by Story Works. Some observations, suggestions and recommendations were also made in the final chapter, together with a few final thoughts made by this author, in particular, how this paper can continue to be expanded to provide readers with an even deeper understanding about marketing practices in theatre.