This thesis is based on an action research of ¡§2006 Performing Arts Marketing Platform¡¨ in Taichung City. Combining theories with practical work to analyze the performing arts marketing channels of Taichung, the researcher tried to improve the administration skills and to exam the possibilities of accomplish the project.
Within nearly 10 months of project execution, the researcher served as the project manager and helped 20 performing groups to promote their productions in Taichung City. The data were collected by using shorthand notes, self-examination, responses from performing groups, evaluation forms, interviews, working journals, proceedings of meetings, etc.
The results showed that the Performing Arts Marketing Platform of Taichung City was truly practicable. It not only increased the box office of performing companies, but also received positive responses from National Culture and Art Foundation and the performing companies. The researcher comprehended how the platform operated, and what are the effective marketing channels to promote performing arts in Taichung through the work.
Two suggestions were raised from this study: It is important to take care every detail and use creative mind to develop a marketing strategy. In order to maximize marketing effect, the executor should fix the strategy according to the environment changes, and adopt governmental resources efficiently. Furthermore, the government should support the project continually, extend the outcomes and minimize the ¡§gap¡¨ between two projects. We should all face the difficult positions of arts administrators and diminish the insufficient manpower. Frankly, the spirit of this project is to create a platform for people to share their resources.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0707107-160158 |
| Date | 07 July 2007 |
| Creators | Feng, Yi-chien |
| Contributors | Ming-Rea Kao, Hung-Hui Lu, Rui-Lin Cai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0707107-160158 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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