| Summary: | 碩士 === 國立中正大學 === 成人及繼續教育研究所 === 104 === The Vox Nativa Taiwan was founded in 2008. Since then, the organization has gone through several stages of development. It started with The Ta Chong Banks “Principal Ma’s choir” in 2010 and the documentary film“ Beyond Beauty: Taiwan from Above in 2013 and conclude with the invitation of the world-renowned Vienna Boys Choir to perform in Europe in 2015. The footage of Vox Nativa Taiwan holding the Taiwanese National Flag and singing our national anthem in Germany was enthusiastically shared across the world via social media. Through these 3 marketing events, I explore the perspective transformation process of cross-sector partnerships from an adult education point of view and the impact of event marketing in Vox Nativa Taiwan.
The purpose of this research is (1) to analyse the event marketing process of Vox Nativa Taiwan, (2) to understand the affect of event marketing on Vox Nativa Taiwan and its partners, and (3) to explore how the event marketing for Vox Nativa Taiwan brings about the perspective transformation in its closest Partners.The subjects were members and partners of Vox Nativa Taiwan.This study uses qualitative methodology from in-depth interviews to gather its information, supplemented by observational notes and further data analysis.
The study has discovered interviewees agreed that the popularity and visibility of Vox Nativa Taiwan has had a positive impact,It represents three stages of growth for Vox Nativa Taiwan. For the conversion of perspective transformation, We have summarized four periods: (1) Exploration Period(2)Inspired Period(3)Change Period(4)Action Period. That corresponds with 10 stages of the theory of perspective transformation by H. Mezirow. The process of perspective transformation of the core members and partners is pyramid-shaped. The perspective transformation process of the members affected each other and forming a team strength.
Finally, to make recommendations to non-profit organizations and partners based on the results of this study. When planning event marketing , it is crucial to stick to the purpose and vision of the organization as the events core value. To empower the team and create a successful event marketing, the core members must unite the internal and external consensus.
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