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摘要


The promotion of the arts and cultural performances has reached significant progress for the county and city governments in recent years. Based on the cultural and artistic characteristics of different regions, several activities including policy formulation, the construction of venues, the promotion and marketing the art groups or performers, and even the establishment of an art village or specific cultural area has gradually fulfilled Taiwan's local characteristics. However, according to the previous research, the Chinese market has considerable potential for cultural consumption no matter for the hardware and software section, and the actual consumption of the cultural industry market shows that the entire cultural market still has much space for improvement. Under the influence of the global economic downturn in recent years, the arts performing market is more likely to face the infliction of the box office. How to open up the market through the innovation and the change of marketing strategies is more important for the art performing groups to pursue the future development and sustainability. The study took the "G2 Drum Art" as a case and explore how this performance use innovation ambidexterity to promote the ticket sales in a short period and to attract potential customers from both middle-level and lower-level customers. Promoting the performance itself not only can support the group but also build the brand value of the group. The interaction of sub-culture and arts can ultimately maintain the unique and stability for the art performing groups.

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