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URN etd-0629113-120412
Author Chien-ying Chen
Author's Email Address flamencoofelia@yahoo.com.tw
Statistics This thesis had been viewed 5338 times. Download 1502 times.
Department Theatre Arts
Year 2012
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Case Study on Experiential Marketing of Taiwan BangZi Opera Company
Date of Defense 2013-06-13
Page Count 147
Keyword
  • Taiwan BangZi Opera Company
  • Chinese Opera
  • Customer Experience Management
  • Experiential Marketing
  • Yuju Opera
  • Abstract Chinese operas are approaches to present the normals and aesthetics of Chinese culture. Traditional operas are important in our cultural, therefore, the study attempted to find a way to pass it on the future generations. “Experiential Marketing” was the main theory of the study, and the theoretical framework was constructed based on the concept of “Customer Experience Management.” Taiwan BangZi Opera Company was chosen as the case of the study, and tried to analyze how the customer experience management modules were used by the Company. Case studise was research methodology. Personal interviews, focus group interview, document analysis and participant observation were used as the methods of data collection.
    The conclusion as fallows: 1. The experiential world of the customer: the target audiences were campus groups, and many other audiences who were recommended by their teachers, family members or friends. 2. Experiential platform: “Taiwan BangZi Opera” positions itself as “Taiwanese Yuju Opera”, and “creating the best performance to present the beauty of traditional operas and to break the new ground.” The aesthetics showed specifically in sense, feel, think and relate types of experiences. 3. Brand experience: the plays not only presented women’s life stories, but also shown the modernization and localization of “Taiwan BangZi Opera.” 4. Customer interface: Education was the main realms of the experiential activities, while entertainment and esthetic were combined. The activities made the Company more closer to their audiences. 5. Engaging in continuous innovation: the Company maintain innovating in communication and the repertoires which presented the multiple characters of “Taiwan BangZi Opera”.
    The strategic experiential module of the Company showed that: the sense module was expressed through communication, product and web site. The feel module was transmitted by people and communication. The think module was expressed by the communication, visual identity and product. The relate module was presented by communication and product. The types of experiential hibrides combined individual-experience, individual/shared and shared-experience.
    Finally, this study suggests that: adding more discussed issues and interactive ways on website; enriching the experiential activities; deepening the word of mouth strategy; maintaining the loyalty of the audiences; and enhancing “people’s ability” as an experiential provider.
    Advisory Committee
  • Kuang-sheng Shih - chair
  • Jung-feng Hsieh - co-chair
  • Shang-ying Chen - advisor
  • Files
  • etd-0629113-120412.pdf
  • indicate access worldwide
    Date of Submission 2013-07-29

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