The Marketing Strategy of Chinese Music Ensemble - A Case Study of Music Farmer Ensemble

• Main Authors: Chiang,Chang Ting, 江昌庭
• Other Authors: Wang,Yu-Bing
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/qjvwu3

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 107 === Abstract Taiwan is a pluralistic society, heavily influenced by foreign cultures as well as the local diverse ethnicities. To that end, the expressions of art in Taiwan are also varied. However, people’s preferences for art are changing; statistics published by the Ministry of Culture revealed that participation in cultural activities and cultural consumption in Taiwan has been declining annually, which poses a greater challenge for folk arts groups in Taiwan to survive. The Yue Geng Nong Ensemble’s (YGNE) core mission is to promote aesthetic education, provide a platform for artistic performances, and promote Taiwanese national music through a combination of traditional culture and innovation. By using the YGNE as a research case, this study applied SWOT analysis to investigate the strength and weakness of, and opportunities and threats before, the ensemble. In addition, an experiential marketing model, proposed by Schmitt (1999), was adopted during interviews with members of the ensemble and the target audience. The objectives of the study were to understand the needs of the target audience and uncover the most effective marketing methods. The results showed that the ensemble was able to adapt its performances according to the type of concert to satisfy a diverse audience, which increased the attractiveness of the performance for key audiences and enhanced the sense of accomplishment of the performers, stimulating increased care for the ensemble. The ensemble also organized talks for the audience to increase its popularity, stimulate consumption, and in turn achieve its marketing goals. The marketing and operations of an ensemble are directly related to its survival. In order to contend with the social and cultural changes in Taiwan as well as shifts in the preference for art performance groups, the YGFE focuses on cultural promotion, music education, and professional performances to ensure the ensemble is at the forefront of change. In addition, the ensemble has utilized promotional methods and experiential marketing strategies to enhance its visibility and profitability. Keywords: Chinese ensemble, experiential marketing, art consumption, orchestra operations