臺灣舞蹈表演藝術團體之行銷策略現況探討

The Exploration on Marketing Strategy of Dance Performing Arts' Groups in Taiwan

柯佩岑(Pei-Tsen Ko) ； 陳碧涵(Pi-Han Chen)

《台灣舞蹈研究》 6期 (2011/12) Pp. 141-179

https://doi.org/10.6303/TDRJ.201112_(6).0005

摘要

近來年，隨文化創意產業興起與環境的改變，民眾對臺灣表演藝術的接受度日漸增高，蓬勃臺灣藝術氣息與文化風氣。然而，舞蹈表演藝術團體的生存與發展始終無法獲得改善，在政府、企業或個人幫助尚未顯著穩固前，舞團需自我強化，提升行銷能力以維持穩定經營。本研究以2001年至2010年，連續獲選文建會補助扶植演藝團隊之舞團為研究對象，目的在了解臺灣舞團使用之行銷策略現況，從中檢視並提出具體可行的行銷策略，作為他團之參考。藉由資料蒐集、深度訪談以及SWOT等研究方法，所得知研究結論與建議如下：因目前臺灣舞團作品較自我考量，建議可加入指標性人物參與，及具高獲利的兒童與銀髮族取向之作品；各舞團皆以網路售票系統且深入校園與民間等地進行宣傳售票為主，或可鎖定特有族群、產業及定點宣傳方式，擴展觀眾群；因變相降低價格影響舞團營運及作品品質不彰，故可主動積極嘗試與其他藝術單位或各產業合作提供折扣贈品等優惠，以增加企業或族群青睞機會；舞團多偏自立尋求經費低廉的公關策略，建議可嘗試與演出時間接近之相關團體共同宣傳，以節省成本及吸引更多觀眾。

關鍵字

行銷 ； 舞團

並列摘要

Because of the cultural creativity industry is expanding and the environment has changed recently the performing arts have be more acceptable, and Taiwanese artistic value and cultural development have risen. However, the development of dance performing arts' groups has a lot of issues still need to improve, therefore they need finding a better way to progress and promote themselves before getting finances from government and companies. Thus, the research was from the dance performing arts' groups that had been financing by Council for Cultural Affairs of Executive Yuan from 2001 to 2010. The purpose of this research had focused on understanding of the management of dance performing arts' groups in Taiwan, observed their marketing plans and found a suitable model plan to be a sample. According to my research, reference, interview and SWOT, the suggestions of this study were made as following: 1. they could invite a famous super star to promotion their products or produce a product that is suitable for children and old generation, because they have the potential power of consuming ; 2. they could focus on selling tickets to some specific groups and industries or find a long-term place to promote their products, so audiences can find the information of performing arts easily. It would help them to expand more audiences; 3. they could cooperate with other companies or industries and ask them to provide some gifts or discount products for their audiences. It would be a great opportunity to help them to gather different audiences from companies or industries as well; 4. they could also cooperate with those performing arts groups that performed in the same period to advertise their shows together. It would help them to save the money and might be able to get more audiences to come and watch the shows.

並列關鍵字

marketing plans ； dance performing arts' groups