文化創意產業之行銷策略-以國立傳統藝術中心為例

Abstract

在經濟的發展過程中，過去由「製造優勢」 為台灣創造了第一次的「經濟奇蹟」，但昔日優勢不復存在時，台灣將如何利用自身擁有之資源優勢再次創造經濟榮景。 文化創意產業之高附加價值也許可以為台灣點燃希望的明燈，行政院在 2002 年發表的「挑戰 2008：國家發展重點計畫」中，將文化創意發展計畫列入十大重點投資計畫之一，顯示我國正極力發展文化創意產業，而其中文化展演設施產業更是蓬勃發展。故研究者以國立傳統藝術中心為研究對象，以行銷組合4P為架構探討傳藝中心之行銷策略並提出建議，以期未來文化展演設施產業擬定行銷策略時有參考之方向。 以傳藝中心之經驗，對文化展演設施行銷組合之要素建議如下，在產品策略上，活動設計應著重親身「體驗」，讓民眾在感觀上能對藝術有更深刻的體驗；另外主題需非常多元化，讓遊客每次參觀時均有不同的感受；文化展演設施必須結合在地資源，讓民眾感受到其地方特色。在交通方面要有大眾運輸工具可容易到達，增加參觀意願。 價格策略方面，若呈現假日人潮過多之情形，可依假日、平日不同定訂不同門票價格進行差異訂價；在藝品價格方面，需制定合理可接受之價格 在通路策略上，需積極拓展與各通路之關系，包括各級學校、學校中之學生社團建立、公司或社團、旅行社等，延伸行銷通路至旅行社；另外提供便利多元的通路供消費者選擇符合自己預算及需求之套裝行程。 在促銷策略方面，配合特展或本季展覽主題利用事件行銷引發話題，達到曝光效果。或採聯合促銷，結合其它機構的力量達到增加遊客之目的；另外需維持良好之公共關系，以收擴大知名度、增加曝光、活動宣傳之效果。

In Taiwan, the first “economic miracle” was created by “manufacture competency in the process of economic development.But the past competency is no longer exist, how can Taiwan use its own resources to creat economic prosperity again? The high value-added of culture creactive industry can probably highlight Taiwan. “The Challenge 2008: National Priority Development Plan “ which is announced by Executive Yuan in 2002 listed culture creactive industry as one of ten key investment palns. The efforts show our country is expanding culture creactive industry and Cultural Facility for Exhibiting and Performing industry is even more prosperous. So the researcher uses marketing mix as framework to explore the marketing strategy of National Center of Traditional Art and gives suggestions. The researcher hopes the study can give Cultural Facility for Exhibiting and Performing industry some references to make maketing strategy. The suggestions for marketing mix of Cultural Facility for Exhibiting and Performing industry are as follows. For product strategy, the activities design should focus on personal experience to let people have deeper feeling to art. Besides, National Center of Traditional Art requires varied themes to make the tourists have different feeling each time they visit. Cultural Facility for Exhibiting and Performing could combine local resources to have local characteristic. As for traffic, it requies mass transportation to access easily. For price strategy, make different price to weekdays and holidays if there are too much people in holidays and make reasonable and acceptable price of artwork. For place strategy, expand realationship to all places actively, including all schools、student clubs、companies or other clubs and travel angencies. Besides, offer convenient and mutilple places to let consumers choose their required package tour. For promote strategy, use event marketing tied in with themes of exhibition to bring the subject of a talk. Or adopt joint promotion to combine other oraganizations’ power to increase toutrists. Besides, maintain good public realationship to have effects of add fame and go public.