The Research in Marketing Strategies of Classical Music-Contemporary Perspectives in Promoting Classical Music

古典音樂行銷策略的當代觀點

厲馥慧(Fu-Hui Li)

《復興崗學報》 76期 (2002/12) Pp. 307-338

https://doi.org/10.29857/FHKAJ.200212.0012

摘要

先進電子科技已經改變古典音樂的傳播方式與環境，並且在後現代的文化衝擊下，古典音樂不再能堅持既有的「美學」形象，而是嘗試混合當代的藝術，藉由雅俗共賞的方式而擺脫此歷史限制。因此，本文以後現代主義、地球村及相關的行銷理論等當代觀點論述古典音樂，認為當代古典音樂是一種商品，而且行銷遂成為基本的工具，以強化商品的價值而達成商業目標。同時，籍由行銷廣告包裝古典音樂為訴諸於不同的標的群體的不同產品，以滿足大眾的需求。

關鍵字

行銷策略 ； 廣告 ； 古典音樂 ； 後現代主義 ； 傳播

並列摘要

This study is based on the theoretical bases of postmodernism, the global village and relevant marketing theories to argue that a novel marketing ideal combines with the postmodern style of classical music, which presents an innovative and creative atmosphere to contemporary society. The advances of electronic technology have changed classical music in its way of communication, and music contexts and they have provided diverse information and services in different ways, which represent a profound change. Nowadays, under the impact of postmodern culture, classical music no longer insists on its ”authentic” image, but tries to compromise with contemporary arts, getting rid of the historical restraint by demonstrating a popular style for fear of being eliminated by the current tendency of public taste. Therefore contemporary classical music is a commodity, and marketing is seen as an essential instrument, which reinforces the value of the product so as to achieve its commercial goal. On the other hand, through marketing promotion, classical music is packaged as diverse products to appeal to different targeted groups, and to satisfy the needs of the public. This viewpoint will be examined in this paper.

並列關鍵字

Marketing Strategy ； Promotion ； Classical Music ； Postmodernism ； Communication