Yung-Shou Hu, Ying-Yuh Huang

(Southern Taiwan University of Science and Technology, Taiwan)

 

 

Abstract: This study examined the marketing strategies employed by different music bands in Taiwan to gain the opportunities to performance on the stage. The marketing model of four P’s is used to analyze the marketing strategies of music bands. The four P’s are product, price, place and promotion. The research goal is to find out what problems affect the performance opportunities of music bands and how to solve these problems to gain the performance opportunities through the marketing strategies. A literature review is to review the general economic situation, the personal experiences of live performances and performance record on YouTube, marketing theory and marketing strategies used by service industries in Taiwan. This study found that music band should have the whole picture of the target market and then to make marketing plan for implementation, including focus, differentiation, image establishment, building the strategic alliances with different industries, using internet source and so on. This will help music bands to send band-related message to audience and gain more performance opportunities.

 

 

Key words: marketing strategy; focus; differentiation; image; and strategic alliance

 

JEL code: M31