- 學位論文
《極限震撼》與《永恆的瘋馬》之行銷策略比較研究
A Comparative Research on Marketing Strategies of FUERZA BRUTA and FOREVER CRAZY
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摘要
媒體組織的藝文經營觸角，從視覺藝術、商業展覽、節慶活動等類型，在近幾年延伸至表演藝術領域。2009年，聯合報系《金傳媒集團》引進「太陽劇團─Alegria歡躍之旅」，成為媒體組織首次舉辦的大型表演藝術節目，而該演出票劵也在甫一開賣隨即售罄；此次的成功也延續至同年底，以新潮、前衛著稱的外百老匯表演─「FUERZA BRUTA極限震撼」，在始開賣前三天即賣出上萬張門票，後續更因其獨特的表演形式引發廣大討論。隸屬於旺旺中時媒體集團的《時藝多媒體》，在舉辦了數百場藝術展覽及大型活動後，於2011年首度引進了在巴黎與《紅磨坊》齊名的《瘋馬秀》─「Forever Crazy永恆的瘋馬」，挑戰台灣民眾的視覺神經，也企圖進攻表演藝術這塊市場。 然而面對新興媒體崛起、大眾使用媒體習慣轉變，媒體組織是否仍舊擁有資源優勢、以及策略為何，將是本研究將探討的問題。本研究將綜觀《金傳媒集團》及《時藝多媒體》這兩大媒體組織，與之引進的兩個表演藝術節目─「FUERZA BRUTA極限震撼」與「Forever Crazy永恆的瘋馬」為研究對象進行個案之觀察，並透過次級資料整理、深入訪談及相關文獻理論的探討，以達到以下幾項研究目的：(一) 就《金傳媒集團》及《時藝多媒體》兩大媒體組織為對象，深入了解台灣媒體組織經營藝文展演之變化與其組織定位、媒體生態轉變之關係。(二) 觀察「FUERZA BRUTA極限震撼」及「Forever Crazy永恆的瘋馬」之行銷策略的異同，並試析其操作方式之原因與目的。(三) 綜合前兩項之研究結果，對媒體組織介入表演藝術的發展方向與行銷策略進行更深層的發問，以嘗試發掘出更有力的行銷操作策略，做為台灣表演藝術發展之參考。 研究發現，媒體組織在操作表演藝術時主要以整合行銷策略做溝通，並有以下結果：(一) 視覺特展與表演藝術皆是《金傳媒集團》及《時藝多媒體》未來經營重點，大環境的景氣狀態影響不大。(二)《金傳媒集團》及《時藝多媒體》走入「商業化」與「集團化」的模式，利用跨媒體的整合策略全面性地行銷，新媒體的開發與操作成為表演藝術行銷領域未來趨勢。(三)《金傳媒集團》及《時藝多媒體》挑選表演藝術節目的流程、評定標準主要考量因素為：成本結構、組織發展、社會影響。(四) 「極限震撼」在行銷操作上著重企業包場與團體購票，「永恆的瘋馬」則大量運用社群媒體、行動媒體宣傳；名人口碑推薦則是兩節目一致的重點策略。(五) 媒體排他性的情形已漸漸鬆動，尤其在表演藝術中的問題已有實質解決方案。 研究建議則有以下三點：(一) 媒體組織主副業之角色矛盾，在商業考量下仍需回歸新聞專業以降低閱聽眾的負面觀感。(二) 媒體組織面對新媒體崛起，整合行銷勢在必行，但仍需參考專業操作。(三) 媒體組織舉辦表演藝術活動，對台灣表演藝術環境的影響主要在於拓展觀眾視野，表演藝術團體則需主動向外尋求資源並嘗試向市場靠近。
並列摘要
In recent years, media organization has diversified the scope of art and the operation of cultural events from visual arts, trade exhibitions, festivals, and so forth, to performing arts. In 2009, United Daily News Group’s subsidiary group “Golden Media Group” (GMG) organized a Cirque du Soleil production “Alegria”, which was the first large performing program that media organization organized, and the tickets were sold out immediately since they started out selling the tickets within a few days. The success brought about the same end of the off-Broadway show “FUERZA BRUTA”, which is known as a fashionable and avant-garde performance. Over ten thousand tickets were sold in three days. It also caused the public to respond to the appeal ardently because of its unique form of expression. “Media Sphere Communications Ltd.” (Media Sphere for short) is a subsidiary company of Want Want China Times Inc. After having hosted hundreds of art exhibitions and large-scale events, it organized le Crazy Horse production “FOREVER CRAZY” from Paris for the first time in 2011, attempting not only to challenge the sensory nerves of people in Taiwan but to involve itself in the market of performing arts. However, with the rise of new media and the change of ways of using media in the public, the issues of whether media organizations still have the resource advantages and what marketing strategies of performing arts can they use will be discussed in this paper. The study overviews GMG and Media Sphere with two performing programs: FUERZA BRUTA and FOREVER CRAZY as objects of study via case study, document analysis, content analysis and in-depth interviews in order to achieve the following purposes: A) Thoroughly understand the relations of the changes in media organizations operating arts and cultural events, organization positioning, and the media environment in Taiwan. B) Discuss the differences of marketing strategies between FUERZA BRUTA and FOREVER CRAZY, and analyze their purposes. C) Conclude the findings of the previous two points and ask further questions about the ways the media organizations involve in the development of performing arts and their marketing strategies so as to discover a more powerful marketing strategy. It will serve as a reference of the development of performing arts in Taiwan. This research has found out that media organizations have used Integrated Marketing Communication (IMC) to communicate with the audience of performing arts, and it has come to the results as follows: A) Both visual arts exhibitions and performing arts are the focus of the operation of GMG and Media Sphere; the boom of the economic environment has little effect on their organizing the cultural events. B) Both GMG and Media Sphere have gone into “Commercialization” and “Conglomeration”; they used cross-media strategy to market comprehensively. They have developed and applied new media to the marketing of performing arts. It has become a future trend. C) Cost structure, organizational development, and social impact are the major consideration when GMG and Media Sphere organized a performing program. D) In marketing strategies, FUERZA BRUTA focused on the corporate private use and group bookings, while FOREVER CRAZY focused on social networking media and mobile media to propagandize; but WOM, word of mouth, was the key strategy that the two programs used. E) Media exclusivity now is gradually loosened, especially in the performing arts there are already substantive solutions to facing the problem. Based on the research findings, three suggestions are made as follows: A) The roles of the main business and the sideline of the media organizations are contradictory; under commercial consideration, media organizations still need to return to the journalistic profession in order to reduce the negative perception of the audiences. B) Media organizations are facing the rising of new media and therefore IMC is a necessary response, but they still have to refer to the professional operation. C) When organizing performing programs, what media organizations need to be concerned with is to broaden the audience’s horizons in order to have greater impacts on the existing environment of the performing arts in Taiwan. In addition, performing arts groups need to seek out the resources and try to satisfy the audience’s needs to involve themselves in the market.
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