坊間舞蹈才藝教室行銷策略之研究----以板橋市為例

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题名:	坊間舞蹈才藝教室行銷策略之研究----以板橋市為例 A Study of the Marketing Strategies of the Private Dance Studios in Taiwan ----Take Ban-Chiao City as Example
作者:	陳曉蘋
贡献者:	舞蹈研究所
关键词:	舞蹈行銷策略才藝教室補習班
日期:	2006
上传时间:	2014-08-25 14:16:23 (UTC+8)
摘要:	本研究研究範圍為板橋市，研究對象是已由台北縣政府立案通過之舞蹈短期補習班，主要目的為（1）瞭解坊間舞蹈才藝教室的產品策略；（2）瞭解坊間舞蹈才藝教室的價格策略；（3）瞭解坊間舞蹈才藝教室的通路策略；（4）瞭解坊間舞蹈才藝教室的推廣策略。本研究採質性研究方法，經由深度訪談法、觀察、相關文件分析等方式收集資料，並輔以相關文獻之探討，對六個個案分別進行1-3次的訪談，探討坊間舞蹈才藝教室的行銷策略現況。本研究所得結果如下：一、產品策略----產品組合固定、重視教師品質二、價格策略----評估客觀條件、訂定合理價格三、通路策略----交通便捷、環境合格舒適四、推廣策略----建立口碑、課程體驗　　根據研究發現與結果，對坊間舞蹈才藝教室方面，建議產品策略上可適度的增加課程種類及開放一些課程、培養教師對舞蹈才藝教室的向心力；價格策略上可以適時、適度的反應成本；通路策略上可規劃一個「舞蹈牆」或「藝術角」，使其一進入舞蹈才藝教室，即能感受到舞蹈藝術的氣氛與魅力；推廣策略方面可以主動結合附近的幼稚園、安親班、補習班的資源。對政府相關單位方面，建議對於無政府立案之舞蹈才藝補習班，相關單位應積極輔導立案，除了營造一個學習舞蹈的合法優良之大環境外，亦可以共同為舞蹈這項藝術作推廣、紮根的工作。 The purpose of the study aims to investigate the marketing strategies for generalizing the present marketing models of private dance studios in Taiwan. A qualitative research was conducted to probe the product strategies, the place strategies, the price strategies, and the promotion strategies of six private dance studios legitimated by Taipei County Government in Ban-Chiao City, Taipei County. The data were collected from in-depth interviews, observations, and document analytic. The results indicate as follows: 1.Product Strategy: to fix the combinations of products and enhance the qualities of teachers 2.Price Strategy: to assess objective conditions and make reasonable prices 3.Place Strategy: to locate at accessible areas and create comfortable learning environments 4.Promotion Strategy: to establish reputations and provide free or single experience-learning classes The findings and results of the study suggest managers of private dance studios to provide diversified curriculums and cultivate teachers’ centripetal forces for the dance studios from the aspect of product strategy, to reflect actual cost from the aspect of price strategy, to design “Dance Bulletin” or “Art Corner” for creating the ambiance with art of dance from the aspect of place strategy, and to cooperate with neighboring kindergartens or after-school tutorial institutes from the aspect of promotion strategy. Furthermore, the authorities should also guide and assist the managers of unregistered private dance studios to apply permits not only for establishing legitimate and safe learning environments but also for promoting the educations and art of dance in Taiwan.
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