非營利組織行銷策略之研究－以朱宗慶打擊樂團為例

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题名:	非營利組織行銷策略之研究－以朱宗慶打擊樂團為例
作者:	蔡毓珊
贡献者:	國際企管管理研究所碩士在職專班
关键词:	非營利組織 Nonprofit Organization
日期:	2012
上传时间:	2012-11-01 11:36:38 (UTC+8)
摘要:	由於近年來表演藝術團體競爭者眾，本研究藉著探討成功的表演藝術團體的行銷策略，讓其他表演藝術團體做為思考與借鏡，調整自我的行銷策略，讓各藝術團體能在有限的藝文市場站穩腳步，培養忠實的支持者，開拓自己的一條道路，使藝文市場更為蓬勃興盛。本研究是以朱宗慶打擊樂團做為研究個案，配合本研究的目的與架構，分別針對樂團實際負責經營作業並了解組織行銷管理運作的管理主管，以及非營利組織、藝術行銷相關主題有所專長的專家學者等三個範疇進行訪談，瞭解朱宗慶打擊樂團自創立以來各階段所採行的行銷策略、探討朱宗慶打擊樂團的組織職能、行銷創意與價值傳遞，以提供其他表演藝術團體選擇行銷策略建議與建構議題提供後續對表演藝術團體有志研究者參考。 More and more competitors of performing art organizations rise recently. The pur-pose of the research is to analyze successful marketing strategies of one performing art group as introspection and a paragon for others. Thus, individual art organization can stand a specific position in limited Cultural and Artistic market by improving their marketing strategies. In addition, they can accumulate their upholders and find their own way to make a better art market. JU PERCUSSION GROUP is the chosen target in the case study. Following the objective and structure, this research aims to three fields for interview: a management supervisor in charge who actually operates an art organization and exactly knows how it works, a scholar who specializes in Non-Profit Organization, and a scholar who con-centrates in art marketing. Via interpreting the marketing strategies in each stage since JU PERCUSSION GROUP established, and analyzing the organization functions, mar-keting creativity, and value delivery of JU PERCUSSION GROUP, the outcome of the research gives some suggestions for other performing art organizations, and figure out some themes as reference resources for following researchers who are interested in per-forming art organizations as well.
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