A Research on Christian Children Music Marketing

• Main Authors: Chuang, Wan-Chien, 莊宛蒨
• Other Authors: Haw-Ran, Wong
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/34314366243296141195

碩士 === 輔仁大學 === 非營利組織管理碩士學位學程在職專班 === 103 === Christian children’s music institutions often face the issues of brand promotion, especially for those less known new organizations that needing promotion in order to stand out, the finding of possible branding direction would thus be a one of the great challenge. In the case of the institution of this research that sees the Christian community within the churches as its target group, from the brand marketing perspective, raising the brand awareness for more people to know the institution and its products would therefore be their major task. Brand Concept Map, BCM, is a methodology used in NPOs or enterprises wherein one can employ person-to-person interview to collect customers’ associations in relation to a brand; and through which the researchers with the specific method of calculation can map out a collective map of the network of associations with the brand at its center. The advantage of BCM is its capability to map out the relation between the associations, and between the associations and the brand, which produces a more comprehensive brand profile. Through the caparison made between internal and external interviewees, it enables the detection of institution’s brand positioning, the consumer’s perception of the brand image and the consumer’s impression on the brand. With this method, the organization and its manager will be able to evaluate their product’s competence and weakness, to improve its product quality and to adjust their products in accordance to the market’s need. This research analyses the brand associations, from the attributes, benefits and attitudes three different levels (Keller, 1993), the relation between the associations, and the possible meanings involved. The result of the collective BCM of the institution staffs shows that the connection between associations are much lesser that the one of the collective BCM of the children’s music volunteers; further, the former also showed that they were placing their focus mainly on the music itself, in contrasting to the latter, wherein they gave more importance to the concert audience interaction, and only secondly the music itself. Based on these results, this research proposes that the institution should: 1) enhance their overall administrative capability in relation to organizing activity; 2) adjust their brand image in response to the market expectation; 3) integrate the resources of government and social welfare; 4) utilize the internet media resources for more exposure and to develop their brand image; 5) in their future marketing plan, come up with activities that centered on their music, which will facilitate the experience of the value and content of their music. Lastly, this research hopes that these results may also be a reference for the institutions that see the promotion of Christian children’s music as their major task in future.