| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 104 === The purpose of this study is to investigate the marketing, development and management direction of modern children’s theatre based on the theory of “Integrated Marketing Communication”. Delphi Method and In-depth Interview Method were adopted to collect the data and information. The children’s theatres, teachers of kindergartens, and scholars and experts in related fields were the respondents. The results revealed that:
1. Theatre’s activities and the theater should have distinctive theme and characteristics: An operator and decision-maker with good organizational capabilities should clearly know the new information and the innovative ideas for artistic and cultural exchange, which will make the theme of the theatre more distinctive.
2. The theatres should create a database analysis system. When the database can be efficiently used, the organizational performance will be improved, which will help boost the marketing and promotion effect and lower the cost and unnecessary expenses.
3. Children’s theatres should pay more attention to the advance planning and effective implementation, by jointly promoting the high-quality performance of children’s theatres with the educational platforms, the educational meaning of promoting art can be highly demonstrated.
4. Having casual interaction with target audience, establishing good client relationship, and encouraging the performers to escape from the theatrical frame. In the parenting lectures or the serial events hosted by the theatre, casually interacting with the audience will help attract more attention.
5. The theatres should focus on the manpower allocation and human resources, expand the group’s marketing relationship, and conduct the marketing and promotion work via the internet.
6. Consistent single one medium and diversified channels should be both used as communication tools. The theatre may retain a full-time employee to integrate the internet information and manage online messages. The theatre may also publish the performance information, photos and video clips on internet community, and send the invitation messages to the audience who voluntarily join the internet community.
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