| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 95 === The steady decline of birth rates in recent years has impacted many businesses, the music education business with its market centering around children has directly suffered in areas such as the sales of musical instruments. Since this social phenomenon will continue to challenge the country’s instrument industry, this research hopes to formulate appropriate guidelines and strategies for sales and promotional techniques to adequately adapt to upcoming changes.
This research uses open questionnaires to gather information for analysis, the primary research subjects are parents of Koashiung elementary school students. The questionnaires were presented and collected on site during February and March 2006, 130 questionnaires were given out and all were returned; 125 were effective with an effective rate of 95.15%. The SPSS software was used as the analysis tool and the Descriptive Statistics、Chi-Square Tests were the two method of statistic analysis applied.
The research results indicate that most children had no training in the piano; those who have began their training from the age of 5 and below to the age of 8 with roughly 50% of these continued their training in the piano up to the time of the research. The majority of the children do not have training in instruments other than the piano. The answers of the questionnaires also show that most children do not have any other talent training, but of those who have the majority have some training in art and drawing. The research data indicate that most parents would enrol their children in free musical activities; with payment, the majority of the parents would continue to allow to their children to participate once a week for 90 minutes with a bimonthly fee of less than 1500NTD.
The research suggests a feasible future operating model for business owner: a flexible assembly of music groups consisting of a single musical instrument from 10 to 20 members without relying on school compensations. Since the participant of the music groups will pay to learn music, this offers students of the schools a chance to learn instruments without taxing or depending on the school budget.
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