| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 98 === The internet marketing becomes a common tool for performing arts industry to use as a medium of marketing and promotion today. However, there still leave many questions to be answered since the environment, technologies and internet resources are changing quickly. How to apply mouth of words effects and virtual community conducting as marketing strategies become major methods of reducing marketing costs and increasing market efficiencies for many performance arts companies. To comprehend the variations and problems of internet marketing that performing arts companies may face in the future, the purposes of this study is to study the obstacles of Taiwanese performance arts industries face, to explore the effectives of mouth of words effects and virtual community conducting for Taiwanese performance arts industries, and to conclude the strategies for employing the marketing of mouth of words effects of and virtual community conducting.
This study suggests that performing arts companies should take advantage of mouth of words effects of and virtual community conducting. They can encourage consumers to share the internet space by offering them chances to participate freely and widely. In addition, they can combine with virtual or physical events to create viral and word-of-mouth marketing effects, and to expand the segmental community promotion through internet opinion leaders. In final, the companies can use “keyword search engine” and “differential marketing” to create diversities among performing arts blogs. The study also makes four suggestions for blog service providers: customization threshold, cluster effect, performing arts blog portal, and sponsorship, and hope to encourage the cooperation between them and the performing arts groups. For virtual community conducting, performing arts companies should carefully allocate their scare resources on the following categories: (1) Innovative writing：Blog, output & reports, and podcasts；(2) Connecting： Social networks and virtual worlds； (3) Interactive：Forums, evaluations, and comments；(4) Sorting: Tags.
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