臺灣街舞運動行銷策略之研究-以HRC街舞工作室教學為例

1980 年代嘻哈文化透過音樂錄影帶、電影、綜藝節目等媒體傳入臺灣後，在青少年間引起了流行，其中街舞在臺灣更可為迅速發展，街舞不僅只是休閒活動，更是深受臺灣年輕族群喜愛的舞蹈運動。隨著喜愛街舞的青少年愈趨增加，街舞相關活動逐漸蓬勃發展，舞團、各級學校設立之相關社團與街舞工作室相繼出現。然而街舞工作室與休閒健身俱樂部在臺灣的性質有諸多相似之處，要開發與把握目標消費族群，先了解街舞工作室行銷相關概念有其必要性。本研究應用 4P 市場行銷策略及消費者導向的 4C 市場行銷策略為基礎，分別為產品、價格、通路、促銷、需求、成本、方便性、溝通等構面進行分析，藉由訪談 HRC 街舞工作室及單位經營者之角度和參與觀察街舞工作室課程實施情形，探討街舞工作室在臺灣的經營現況及課程端行銷策略規劃。研究結果顯示HRC以其專職製作團隊、多元師資結構，配合其品牌精神給目標族群一種充滿活力、親和力的環境，以帶給目標客群溫暖親和的氛圍為行銷策略之核心，給予消費者不同於其他街舞工作室之感受。實務方面建議 HRC 工作室持續精進服務品質開拓客群，並把握兒童街舞之優勢建構分級學習系統，以利鞏固客群且達到水平整合之效果。在學術上建議後續研究可從不同面向探討街舞課程或其活動，藉由多方視角進行資料蒐集與觀察，提升街舞運動產業相關研究的豐富性，促進臺灣街舞運動發展。

關鍵字

街舞； 4P行銷策略； 4C行銷策略；街舞工作室課程

並列摘要

In the 1980s, hip-hop started gaining traction among Taiwanese teenagers by the media’s broadcasting, such as music videos, movies, and variety shows. Among the outlets of hip-hop in Taiwan, the most rapidly growing field was street dance, popularizing in younger generation. With the increasing popularity of street dance, its related events and activities flourished, which later attracted schools of all levels to form street dance clubs and dance groups to start running street dance studios. However, the styles between street dance studios and leisure fitness clubs bear numerous similarities. In light of this, to expand the target market, recognizing the necessities of how to promote street dance studio is of great importance. In this study, the 4P marketing strategy and the 4C marketing strategy are adopted to explore the current market situation of street dance studios. The researcher also interviewed operators and personnel of HRC dance studios and observed street dance teachers during their class to explore the current managing situation of street dance studios in Taiwan and marketing planning for street dance class. The result of this study indicated that the features of HRC are professional teaching teams, teachers with diversified dance styles, brand image, and energetic and amiable vibes, which are the core of their marketing strategies for successfully winning consumers’ heart. From the perspective of the future’s improvement, the researcher suggests that HRC enhance service qualities to attract more consumers and establish diversified learning system for kids to gain the effect of horizontal integration. As for the future researchers in this field, researching street dance class or related events and activities from other dimensions is highly suggested. By data collection and observation from perspectives, the research abundance of street dance industry can be enhanced and further stimulate the development of street dance in Taiwan.