On the Marketing Strategy for Ocarina Business in Taiwan

• Main Authors: Hui Yi Liu, 劉惠宜
• Other Authors: S.S.Wu
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/87817321595016033374

碩士 === 長庚大學 === 管理學院碩士學位學程在職專班經營管理組 === 98 === This research is aimed at formulating marketing strategies for ocarina business in Taiwan. First, Porter’s five forces analysis is employed to obtain a comprehensive perspective on the industry. Then, the original 5P marketing mix is proposed; 5P consists of product, price, place, promotion, and property. Property addresses ocarina’s quality as a musical instrument other than a regular commodity. To conduct demand analysis, price analysis, and the evaluation of the impact of donation on the music organization, three different business models are examined and followed by their respective SWOT analysis. Research findings include： 1. Experiential marketing and personal selling are recommended to promote ocarina business. 2. Breakthrough in marketing or business operation is the key to boost sales effectively instead of low price strategy. Suggestions are as follows: 1. List ocarina in music contests held by county governments. 2. Group discount of Yuh-shy workshop should be no more than 7% off. 3. Taipei Ocarina Orchestra seeks financing proactively. 4. Innovation and the augment of product added value raise margins.