「臺灣國際打擊樂節」品牌策略之探討

Abstract

藝術節慶在文化和娛樂領域扮演著重要的角色，品牌策略對其成功至關重要，但一個優秀的品牌策略不僅僅是一個吸引人的標誌或行銷宣傳，它還包括如何將藝術、文化和娛樂元素融入品牌核心，以獲得參與者和觀眾的共鳴，從而實現長期的可持續發展。品牌策略不僅塑造了藝術節的形象，還定義了它的價值觀和在參與者心中的位置，研究者將針對其品牌策略、品牌價值方面展開研究。而臺灣許多藝術節慶的品牌策略都面臨著一定的不穩定性和挑戰，這包含如何在不斷變化的文化和娛樂環境中保持吸引力，以及如何在競爭激烈的市場中脫穎而出、如何在參與者和觀眾中建立積極的形象，這都是一大難題。本研究將深入探討藝術節慶品牌策略，以臺灣國際打擊樂節為主要研究對象進行分析，運用文獻分析法整合所蒐集的文獻資料，以及訪談臺灣國際打擊樂節第十一屆之創辦者、演出者、贊助商、相關領域者、執行單位及參與者。透過文獻分析與不同的觀點及經驗分享進行交叉比對，以利分析出更完整的研究結果。Arts festivals play a vital role in the cultural and entertainment domains, and a successful brand strategy is crucial for their success. However, an excellent brand strategy goes beyond an attractive logo or marketing campaign; it encompasses integrating artistic, cultural, and entertainment elements into the brand core to resonate with participants and audiences, thereby achieving long-term sustainability.Brand strategy not only shapes the image of arts festivals but also defines their values and position in the minds of participants. Researchers focus on brand strategy and brand value aspects. Many arts festivals in Taiwan face certain instability and challenges in their brand strategy, including how to maintain attractiveness in a constantly changing cultural and entertainment environment, stand out in a competitive market, and establish a positive image among participants and audiences.This study will delve into arts festival brand strategy, with the Taiwan International Percussion Convention as the primary subject of analysis. The study will utilize literature analysis to integrate collected literature data and interviews with founders, performers, sponsors, stakeholders, and participants of the 11th edition of Taiwan International Percussion Convention.Through literature analysis and cross-referencing different perspectives and experiences, a more comprehensive research outcome will be derived.