文化是民族國家延續的命脈，文化發展更是社會進步的原動力。行政院文化建設委員會(1997)宣示「外交應以文化為主軸，推動臺灣的文化面貌是國際交流的首要工作」，臺灣政黨輪替後並邁入21世紀，政府依然將「兩岸文化交流」及「國外展演與文化外交」為近年來之文化政策與施政方針 (文建會文化白皮書，2004)。相較之於經貿外交，以文化交流開拓之外交空間更為廣闊，透過國際文化交流，既可開拓我國際生存空間、同時也提升國家國際形象。
「藝術經營」不僅是拓展藝術文化事業的手法，更可藉由創意的「行銷策略」，促成藝術活動、文化事業的蓬勃發展，以及提昇文化產值、開創藝文生機的目的。如何適當的運用策略性行銷(Strategic Marketing)與事件行銷(Event Marketing)以提升組織知名度，並獲取資源已經成為每個非營利組織及表演藝術團體思考的重要課題。
文化藝術活動的國際展演，從製作、選擇、出訪與宣傳的層層環節，與當代的社會環境、文化政策、政治需求以及外交情勢，有著密不可分的互動關係，有效的藝術經營管理、成功的文化行銷搭配之下，才有健全藝術市場和文化產業的可能性，同時也才能提供藝術文化工作者的生存空間，以及永續經營的發展基礎。
本研究藉由了解實驗國樂團(National Chinese Orchestra) 四個國際巡迴演出活動事件整合為一「策略性」行銷方案，藉以提昇組織核心能力及競爭優勢，來探討傳統音樂性質之表演藝術團隊成功運用行銷策略，綜合樂團藝術層面、觀眾欣賞層面、媒體報導層面加以整合，歸納出活動願景、呈現價值及表演藝術團體與國際非營利組織合作所建構之互動成效，作為相關組織經營發展策略新思維。 / The culture is the life that the nation continues, and its progress is a driving force for the social development. In 1997, Council for Cultural Affairs of Executive Yuan announced “Culture will be the diplomatic theme and the promotion of Taiwan’s culture will be the first important work of international exchange”. After the party alternation in power, the new Government still took “cross-strait cultural exchange” and “international touring and cultural diplomacy” as its cultural policy and administration guiding principle. Through cultural exchange, Taiwan can reach wider and deeper in the international community than via economic diplomacy, and can also promote the international image of Taiwan.
The knowledge of “Arts management” can be used to expand the business of culture and arts, besides, through marketing strategy; it also enhances the development, value and vitality of arts activities and cultural business. Therefore, how to apply “Strategic Marketing” and “Event Marketing” properly to promote the publicity of the organization so as to gain more resource is an difficult challenge for every NGOs and performing arts companies.
The international tours of the arts and cultural activities interact closely with social environment, cultural policy, political needs and diplomatic circumstance in every steps of the production. Effective arts management and successful marketing can enhance the arts market and cultural industry; provide the living space for arts and cultural workers, as well as nourish the base for perpetual operation.
This research took the international touring concerts of National Chinese Orchestra as a successful example to illustrate the application of event marketing strategy of traditional musical groups, and concludes the vision and achievements from the aspects of artistry, audience appreciation and news reports so as to provide new direction and strategy of relative organizations in future development.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0929320181 |
| Creators | 涂聰雲, Tu, Tsung Yun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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