「國際大師鋼琴藝術節」品牌策略之研究
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Date
2021
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Abstract
在全球各地有許多已經舉辦超過10年以上的鋼琴藝術節，成為全世界古典音樂的重鎮；這樣的風潮在臺灣也相繼展開，然而，由於受到臺灣學習古典音樂市場的萎縮，這些鋼琴藝術節大多未能持續。「國際大師鋼琴藝術節」在眾多的鋼琴藝術節當中脫穎而出，至今已舉辦邁入第五年，是全臺灣第一個以連結亞太地區所舉辦之鋼琴藝術節，除了與國外知名鋼琴大賽的鋼琴家合作、舉辦專業鋼琴大師班以外，也提供學員與職業樂團合作演出協奏曲的機會，受到古典音樂界的高度重視。
本研究之目的主要探討以下三點：〈一〉以2020年國際大師鋼琴藝術節為基準，並了解舉辦過程中所面臨到的益處以及障礙；〈二〉探討其舉辦原則：「開創台灣新高峰，讓臺灣音樂生命力川流不息」如何建立品牌；〈三〉鋼琴藝術節如何提高民眾對於古典音樂的參與度。為了達到到研究目的，本研究透過文獻分析法、個案研究法以及半結構式深度訪談法，並參考統整其他國家藝術節的行銷方式及經驗，轉為具體品牌策略，提供臺灣表演藝術節以及相關單位一個重要的依據，以達到研究目的與期許。
Many piano festivals in various cities globally have been held for more than ten years, becoming the world's major music centers. This trend has also begun to arise in Taiwan. However, with the shrinking market of learning classical music in Taiwan, most of these local piano festivals are not sustainable. The "International Maestro Piano Festival" stands out among the many piano festivals, which are now in their fifth year and are the first piano arts festival in Taiwan to link the Asia-Pacific region. In addition to cooperating with pianists in well-known foreign piano competitions and holding professional piano masterclasses, the piano festival also provides opportunities for students to perform concertos in cooperation with professional orchestras, which are highly valued by the classical music world. The primary purpose of this study is to explore the three points as follows. (1) To take the International Maestro Piano Festival in 2020 as a benchmark and understand the advantages and obstacles faced in the process. (2) To investigate how to establish a brand by its holding principle of"creating a new peak in Taiwan to make Taiwan's music vitality flow continuously." (3) How to improve people's participation in classical music from piano festivals. This study aims to achieve research through literature analysis, case studies, and semi-structured in-depth interviews. Besides, it refers to the marketing methods and experience of other national arts festivals, which will be transformed into specific branding strategies to provide a significant basis for Taiwan's performing arts festivals and relevant units, hoping to achieve research goals and expectations.
Many piano festivals in various cities globally have been held for more than ten years, becoming the world's major music centers. This trend has also begun to arise in Taiwan. However, with the shrinking market of learning classical music in Taiwan, most of these local piano festivals are not sustainable. The "International Maestro Piano Festival" stands out among the many piano festivals, which are now in their fifth year and are the first piano arts festival in Taiwan to link the Asia-Pacific region. In addition to cooperating with pianists in well-known foreign piano competitions and holding professional piano masterclasses, the piano festival also provides opportunities for students to perform concertos in cooperation with professional orchestras, which are highly valued by the classical music world. The primary purpose of this study is to explore the three points as follows. (1) To take the International Maestro Piano Festival in 2020 as a benchmark and understand the advantages and obstacles faced in the process. (2) To investigate how to establish a brand by its holding principle of"creating a new peak in Taiwan to make Taiwan's music vitality flow continuously." (3) How to improve people's participation in classical music from piano festivals. This study aims to achieve research through literature analysis, case studies, and semi-structured in-depth interviews. Besides, it refers to the marketing methods and experience of other national arts festivals, which will be transformed into specific branding strategies to provide a significant basis for Taiwan's performing arts festivals and relevant units, hoping to achieve research goals and expectations.
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品牌, 表演藝術節慶, brand, performing arts festival