| dc.description.abstract | In view of such, the study has proposed to examine the lifestyles of audience versus arts marketing as the key contents, by focusing on audiences of different performing arts type to examine and analyze a profile of their specific lifestyles. Aided by questionnaire polls, participants of performing arts activities in Taipei are selected as the study subjects, whom are analyzed into four different types of performing arts, i.e. music, theatre, dance and traditional drama, in order to drive variables of the demographic as well as a profile of their lifestyles. On the other hand, in-depth interviews are conducted with accomplished performing arts groups that also noted for their outstanding administrative capabilities, whose input are compared with the demographic variables and lifestyle polls derived from the questionnaire polls, with due examination given to decipher how some performing arts groups conduct their arts marketing. All efforts are made in anticipation of developing data based on practical filed data, through audience opinion polls and analytical findings, which may further be concluded with recommended in arts marketing, which can be useful in assisting performing arts groups develop their loyal followings.
Preliminary findings on the proposed groupings came to the follows,
1. Music category; where students make up the predominant group, largely of liberal art major, with a 50% strong majority having had prior experience of taking artistic training of some sort, whose frequency of subscriptions are found higher than the rest of the three groups. They tend to listen to the classical radio channels, often buy classical music compact discs, frequently browse bookstores, museums and places like that, read magazines, particularly the artistic types, whose transportation means are usually buses or MRT.
2.Dance category: Mostly of young professionals, with a 70% strong with a college diploma, and roughly 80% had had prior artistic training exposure of some sort. They tend to conform to Western culture; for example, their liking to all things foreign, often buy music CD on Western pop songs, and tend to listen to the ICRT radio station, who value quality of living, but shun from popular entertainments or pop culture.
3.Theatre category: Primarily of students and young professionals, who often hang out with friends, like to go to parties, and a majority also like to stay like logging online and browse the Internet, hang out at cafes or go to the movies. Also people in this group are more interested in urban fashion and entertainments, who browse department stores regularly, buy often Mandarin pop music, and found listening to the Sound of Taipei radio programming as well as the UFO station.
4.Traditional drama category: This group fashions a higher mean age than the rest of the three groups, but higher income as well. Who tend to be elementary workers or middle to higher business executives. What concerns them most are investment finance, and most of them also know how to drive a car. They value brand name image, spend more time with the family, more incline to weekly exercise regimen, prefer the outdoor, and take to things of traditional value.
As a recapitulation, the study then wraps up with tangible recommendations to arts marketing divided by each type of the performing arts, and the findings derived from the field interviews, in terms of audience enrichment, audience maintenance and expansion, as well as audience development and education, groups by these three marketing objectives in concluding a comprehensive mechanism for arts marketing. | en_US |