The social marketing strategy of the visually impaired theater: A case study of Cha Hsia Chuan Theater Group

• Main Authors: Yeh Chun-Fu, 葉俊甫
• Other Authors: Chao Yaly
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/43568557159680504716

碩士 === 淡江大學 === 大眾傳播學系 === 90 === The concept of the “cultural equal rights” in the Multicultural society shows the equality of human rights. To achieve the goal of cultural equal rights, the very first step is to make everyone have the equality of cultural participation. However, for the visually impaired, there are not enough cultural activities. And the concept of cultural equal rights seems have not yet received a common understanding and recognition of the public nor the strong support of government. This situation leads to the problem of insufficient resources and bottleneck while trying to promote the “concept of cultural equal rights for the visually impaired”. This thesis aims to design a social marketing strategy for the “Cha Hsia Chuan Theater Group”, adopting related theories of social marketing and mass communication. Therefore, we might be able to motivate the public to recognize the problem of the unequal cultural participation for the visually impaired; even to put the concept of the cultural equal rights for the minority groups into practice in such a multicultural society. The present thesis adopts three methods: secondary data analysis, participant observation and in-depth interviews for data collection. And the data was analyzed in- depth in order to discover the internal and external environmental factors pertaining project to the “Cha Hsia Chuan Theater Group”. Upon our analysis, the following major findings are concluded: this conceptual goal of this project is to acquire the resources in art environment for the visually impaired through the planning of social marketing. Meanwhile, we can open up the new view in the cultural field and increase the active supporter－audiences. Besides, we can make up the resonance between the visually impaired and the mainstream society. This project focuses on four types of target audiences: government organizations, enterprise organizations, the public and the visually impaired. First, we must persuade the government organizations to adopt the legitimacy of cultural equal rights in order to establish the “Cha Hsia Chuan Theater Group” as the guiding brand. Second, we should encourage the enterprise organizations to sponsor our group and set up frequent cooperation. By doing so, they can build up positive image. As to the public, we will initiate first step by giving out the free show tickets; thus, the visually impaired fan base will be built. Then, we can motivate them to buy the tickets to support “Cha Hsia Chuan Theater Group”. Last but least, we need to educate the visually impaired increase the awareness of the theater participation. Therefore, they can help with stimulation of creativity and quantity and quality of potential performance. To sum up, the final goal of this project is to apply the strategy of social marketing to the target audiences mentioned above; not only to recognize the issues of cultural equal rights in multicultural society, but also support minority groups — the visually impaired “Cha Hsia Chuan Theater Group”.