||Taipei International Choral Festival (TICF) is an international large-scale choral event and well established festival in Taiwan. Since 1996, TICF has 20-year history and strong influence among festivals. It is worth to analysis and discuss how a private foundation to operate an international event.|
In this study, theory of relationship marketing is used to explore TICF's marketing strategies. A case study is selected as research methodology. Three main research questions: First, What are the mission, positioning and vision of the TICF? Does TICF apply the concept of relationship marketing in the current marketing strategy, and in which level of relationship marketing? Second, how is the loyalty and satisfaction of partnerships in TICF? What are the driving factors for the decision-making? Third, who are the supplier partners, external partners, internal partners, and customer partners of TICF? What kind of the challenge TICF need to solve while applying relationship marketing? How to improve the current relationship in order to reach a mutually beneficial goal?
Methods of data collection are document analysis, in-depth interviews and participant observation. The conclusions are as follows: TICF has applied 4C on the marketing strategy, and thinks from the customer's point of view. Relationship partners of TICF have a high degree of loyalty, because of highly emotional involvement, high degree of trust, and commitment, sound communication, and are able to cope with the rapid expansion market. Thus, TICF has established higher barriers to leave. TICF belongs to Taipei Philharmonic foundation, and it's helpful to manage relationship and to continue the relationship among different partnerships.
Research recommendations: First, TICF should combine resources and to intensify relationship by using Facebook and other network resources. It also needs to emphasize the relationship among the various partners. Second, it should strengthen guiding activities of parent-child and establish the strategy of audience development. TICF also needs to continue cultivate thier young audience. Third, TICF should strengthen manpower and develop a better administrative personnel training in order to assist sustainable development of TICF.