| Summary: | 碩士 === 國立臺南藝術大學 === 民族音樂學研究所 === 100 === So far, it is an inevitalbe trend that art has been commercialized in the current society which everything can be sold under the present commercial system. Performing styles of Chinese Orchestras need to comply with the trend of commercialization in today’s society. Instead of original thinking, commercial concerns such as marketing strategies, maneuvers of performance, selling points in light of the audience’s needs, and popularity are taken into considerartion by Chinese Orchestras. Therefore, many of them which were not favored in the mainstream market have gradually changed their performing styles and cooperated with commerce. To make a living, they attempt to preserve traditional characteristics and create a new performing style by keeping up with the current time in pursuit of future orientation and development
During the period of multicultural-communication, Chinese Orchestras in Taiwan have embraced the trend of commercialization by incorporating fashionable elements into traditional characteristics.This includes changing performing styles, developing spin-off products, marketing through media, press and Internet, selling of CDs, DVDs, stamps and portrait albums, etc., as well as endorsing many products. This study intends to explore how Chai Found Music Workshop, Musou Band and Sizhukong Jazz Band have adopted the strategy of commercialization to tap into mass market as well as their current developing situations through reviewing literature about Chinese Music. Qualitative research methods were used in this study, including literature review, personal interviews and on-the-spot observations. The results of this study displayed commercialized Chinese Orcchestras’ current developing situations in Taiwan, such as introduction of each orchestra’s founding belief, orchestra styles, training patterns, performing patterns, marketing strategies, output of cultural creative industry and efficiency of promoting art culture.
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