The internet marketing is a common tool for performing arts administrators to use today. However, there are still many things to improve since the environment, technologies and internet resources are changing quickly. To comprehend the variations and problems of internet marketing that performing arts companies may face in the future, the researcher studies the network environment, communication and its applications. The purposes of this study include understanding how performance companies utilize internet marketing, blog marketing and their influences. The primary cases of this thesis were selected from the lists of 2002-2006 ¡§The Support Plan for the Development of Performing Arts Groups¡¨ of The Council for Cultural Affairs. The data was collected through observations and in-depth interviews.
This study shows that the most beneficial outcomes of internet marketing are ¡§brand management¡¨ and ¡§market expansion.¡¨ In the present circumstance, shortage of manpower and budget, search for external resources, and development of customers are still the major problems in performing arts marketing. On the other hand, by using blog marketing can greatly improve the performance companies¡¦ ¡§brand image,¡¨ ¡§media exposure,¡¨ and ¡§customer communication.¡¨ Most of study cases consider that the benefits of blog marketing are accumulated from many internet marketing tools. It is impossible to evaluate single factor of blog. Furthermore, the investment on blog marketing are limited, thus only a few cases can develop special promotion plans through blog marketing. Without certain statistic approval, most of performance companies can only adjust their blog marketing strategies by doing.
This study suggests that performing arts companies should take advantage of the cyber communities. They can let audience share the internet space by offering them chances to participation openly. Secondly, they can combine with virtual or physical events to create viral and word-of-mouth marketing effects, and to expand the segmental community promotion through internet opinion leaders. Thirdly, the companies can use ¡§keyword search engine¡¨ and ¡§differential marketing¡¨ to create diversities among performing arts blogs. The study also makes four suggestions for blog service providers: customization threshold, cluster effect, performing arts blog portal, and sponsorship, and hope to encourage the cooperation between them and the performing arts groups.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0712107-120120 |
| Date | 12 July 2007 |
| Creators | Lin, Szu-Yuan |
| Contributors | Ming-Rea Kao, Hung-Hui Lu, Y. C. Lee |
| 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-0712107-120120 |
| Rights | unrestricted, Copyright information available at source archive |
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