售票與非售票音樂活動的行銷策略： 超世代台灣音樂節與台北跨年音樂晚會之分析

Abstract

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This study explores the marketing strategies employed by ticketed and non-ticketed music festivals, focusing on Ultra Taiwan Music Festival and Taipei New Year’s Eve Countdown. The research aims to identify the effectiveness of these strategies in driving audience engagement, brand engagement, and economic success. Grounded in marketing frameworks such as the Business Model Canvas, Value Proposition Canvas, Experiential Marketing, and Digital Marketing Strategies, the study provides a comparative analysis of how each event meets audience expectations and enhances overall festival experiences. A mixed-methods approach was adopted, combining quantitative surveys and qualitative interviews with festival attendees. The data analysis reveals that ticketed events, such as Ultra Taiwan, emphasize exclusive artist lineups and high-quality experiences to attract a premium audience. In contrast, non-ticketed events like Taipei New Year’s Eve Countdown leverage accessibility and cultural inclusivity to engage a broader demographic. Key findings indicate that audience engagement is driven by value inclusivity and festival atmosphere regardless of ticketing status, while artist lineup quality plays a more significant role in ticketed events. These findings offer valuable insights for event organizers, suggesting that a balanced approach integrating experiential elements and digital marketing strategies can enhance audience satisfaction and brand engagement. The study highlights practical recommendations for both ticketed and non-ticketed event organizers to optimize their marketing strategies and improve long-term sustainability.