The Exploration of the Application of Brand Strategy to Performing Art Group

• Main Authors: Li I Ping, 李宜萍
• Other Authors: Lo Yen Hung
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/00464209524290740238

碩士 === 中國文化大學 === 音樂學系碩士班中國音樂組 === 98 === ABSTRACT In recent years, Taiwan's performing art groups are affected by the extrinsic environmental impact including the financial turmoil, the competition of multi-choice entertainments, and that people have not had the habit of buying tickets for the performing, as well as the internal factors that is lacking professional art marketing managers, the operational difficulties faced crisis. Therefore, many performing art groups have adopted a variety of strategies, such as: cross-border cooperation, adding multimedia, teaching, publishing, extending affiliated groups and so on, not only to get more resources, but also to enhance their competitiveness to expand their audience. The value of the brand is dependent on the loyalty of consumers. Performing art groups in order to create brand value, the use of "brand strategy" is necessary. Therefore, this study adopted the "case study" of qualitative research methods, and have cares of performing art groups sampled : Taipei Philharmonic Chorus, Chai Found Music Workshop, Paper-windmill Theater, Godot Theatre Company . Combined with Kotler and other scholars’ brand strategy theory and product assortment develop the analysis of framework for the brand strategy of performing art groups inorder to discuss and compare with several performing arts groups in Taiwan. Hopefully establish a general theory. The two main aspect of the analysis of framework: "brand name" and "product category" of case studies that to analyze those brand strategy. The Taipei Philharmonic Chorus is using the " Line extension and Sub-brands ", Chai Found Music Workshop is using the "Line extension and brand extension, " Paper-windmill Theater is using the " Multi-brand, " and Godot Theatre Company is using the " Sub-brand ". Beside the product assortment of Godot Theatre Company of brand strategies choose the “Depth”; the other three are choosing "Depth" and "Width." In addition, Taipei Philharmonic Chorus and Paper-windmill Theater, according to the different products, have their high or low consistency in product development; “Oriental Instrumental Theater” for Chai Found Music Workshop with the original product is less consistent, but the three groups of Godot Theatre to the products is higher consistency. The results show that the use of the brand strategy for performing art groups will be different, owing to associate with organizational context. Those the length of the history, development, organization, Performance characteristics and business philosophy, and even planning for the future direction, will affect how the performing art groups use brand strategy. Although most of the performing art groups do not know what "brand strategy" is, but already know well enough to change the brand or product. Further, this study hopes to become the reference resources for the use of brand strategy to the other performing art groups, Based on the different of the organization contexts, choose suitable brand strategies for their own development.