| 摘要: | 網路行銷已是目前表演藝術產業的宣傳與推廣方式之一，但在因應整體變化、善用網路資源與創新思維方面，仍有許多問題需要探討。而運用口碑傳銷與網路社群經營當做行銷的策略，更是許多表演藝術業者思索如何降低其行銷的效率與增加其行銷的效率的方式。因此，本文將探討表演藝術在台灣所面臨的問題與優劣勢，並如何運用有效的行銷媒介與行銷策略來擬定有效的經營策略。因此，本論文將探討口碑傳銷與網路社群經營之特性與優缺點，並分析如何將口碑傳銷與網路社群之經營運用於表演藝術行銷之策略。
本研究發現，表演藝術團隊應該善用網路社群力量，給予消費者參與的空間，且分享與開放是主要的方式；其次，搭配線上或實體行銷活動，借重「串聯」活動其病毒式行銷的口碑效應，透過網路上的意見領袖，以擴大分眾社群間的宣傳效益。最後，便是善用「關鍵字行銷」與「差異化行銷」，以創造表演藝術部落格間的異質性。而表演藝術業者對於虛擬社群之經營，應該把少數的資源用在以下四個主要分類：（一）創作類:部落格、使用者產出內容及podcasts；（二）連結類:社交網絡和虛擬世界；（三）互動類:論壇、評等和評論；及（四）整理類:標籤。
The internet marketing becomes a common tool for performing arts industry to use as a medium of marketing and promotion today. However, there still leave many questions to be answered since the environment, technologies and internet resources are changing quickly. How to apply mouth of words effects and virtual community conducting as marketing strategies become major methods of reducing marketing costs and increasing market efficiencies for many performance arts companies. To comprehend the variations and problems of internet marketing that performing arts companies may face in the future, the purposes of this study is to study the obstacles of Taiwanese performance arts industries face, to explore the effectives of mouth of words effects and virtual community conducting for Taiwanese performance arts industries, and to conclude the strategies for employing the marketing of mouth of words effects of and virtual community conducting.
This study suggests that performing arts companies should take advantage of mouth of words effects of and virtual community conducting. They can encourage consumers to share the internet space by offering them chances to participate freely and widely. In addition, they can combine with virtual or physical events to create viral and word-of-mouth marketing effects, and to expand the segmental community promotion through internet opinion leaders. In final, the companies can use “keyword search engine” and “differential marketing” to create diversities among performing arts blogs. The study also makes four suggestions for blog service providers: customization threshold, cluster effect, performing arts blog portal, and sponsorship, and hope to encourage the cooperation between them and the performing arts groups. For virtual community conducting, performing arts companies should carefully allocate their scare resources on the following categories: (1) Innovative writing：Blog, output & reports, and podcasts；(2) Connecting： Social networks and virtual worlds； (3) Interactive：Forums, evaluations, and comments；(4) Sorting: Tags. |
