印度舞蹈行銷溝通策略分析 －以台灣2015亞洲印度文化節為例

Abstract

本研究以人物品牌建立與行銷溝通操作策略為基礎，加上目標觀眾族群問卷為依據，探討一般小眾異國舞蹈在台，如何於舞蹈原身文化下，透過行銷溝通組合達到目標觀眾族群訊息取得。 本研究以深度個案研究為依據，含內容分析法，藉由第一手資料分析出活動重要趨向與指標。主辦人深度訪談，了解活動在台行銷溝通組合運用。田野觀察法，查探各活動當天是否符合觀眾參與的期待。目標觀眾問卷之基本資料，得知如何獲取溝通管道。 而2105年亞洲印度文化節，除了活動期間演出各類印度舞蹈形式，當中更以印度浪漫愛情故事「泰姬瑪哈傳奇」為主題宣傳，當作唯一一場公開售票表演。其劇碼演出除了戲劇外，並涵蓋印度三大古典舞蹈。因此，透過客觀陳述JEFFERY老師人物品牌操作的廣告、Facebook、YouTube、異業合作、活動體驗及公、私企業贊助各項的行銷溝通組合策略，來探討是否與目標觀眾族群獲得有效溝通。 統整研究資料後，針對人物品牌傳承問題出現斷層提出危機警告。其次，也建議行銷溝通組合裡該注意事項與其他模式操作，最後更希望主辦人能進行有效的行銷管理，以做為明年活動評估改善方向。而同質性或異質性異國舞蹈也可依此當行銷策略參考依據。This research is based on the method of person branding building and the strategy to operate the marketing communication, in accordance with the audience survey of focus media, to discuss how the foreign dance group in Taiwan to obtain the attention of focus on media through the marketing communication mix. In the foundation of case study method,including the context analysis, this research breaks down the key trend and guideline of the activities through the first hand data analysis. In order to understand the operation of the marketing communication mix in Taiwan, the deep interview with the activity organizer was taken in detailed plan. To understand if the activity on the day meets up with the audience’s expectation, this research also adopted the field study via the questionnaires filled by the focus audience with valid basic profile and explanation the source to reach this activity. In 2015 Taiwan Asian Indian Cultural Festival, except the various types of the India dance performance during this festival, the theme drama “Legnds of the Taj Mahal” which is the Indian legendary romanticism is the only public tickets charged performance. This performance is not only the drama story within, but also covering the 3 major India classic dance types. Therefore, through marketing mix such as the objective descriptor JEFFERY manages the personal branding marketing to promote the performance, promotions on Facebook and YouTube, horizontal alliance, trial experience and sponsor by public and private cooperation, this research also discusses if such marketing combination is an effective communication to the focus media. After integrating the research data, this research is aimed to bring up the risk that the personal branding building might face the lineage dismissing. In addition, this research will also suggests the possible issues in the marketing communication mix and other operation methods, in order to enlarge the efficiency of the organizer in the marketing and promotion management as the improvement guideline for next activity. No limitation to the performance, other homogeneous performance or heterogeneous foreign dance performance can also refer the suggestion and marketing strategy in this research.