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The marketing strategy for performance art

2019-05-31 来源: 51due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- The marketing strategy for performance art,供大家参考学习,这篇论文讨论了行为艺术的营销策略。行为艺术的营销策略不同于有形物品,有形物品或多或少是一种无形的物品,需要经过转化才能被顾客接受。转变的方式可以是音乐cd、唱片、音乐会、旅游或与乐队有关的纪念品。营销策略也遵循从市场调查开始,然后制定计划,执行,并由策划者控制的模式,策划者根据情况的变化调整策略。

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ABSTRACT

Marketing strategies complied with the marketing model of market environment investigation, early-phase planning, fitting into the situation and control of model to face with the changes. Performing art as intangible part of art differs from tangible goods in its forms of expression and creates the difficulty in marketing. The purpose of publicity a type of performing art is to make the band famous over a certain period of time and set up the image of the art rather than merely obtaining short-term profit. To solve the problem that art is intangible product and make the image of a band approachable to its consumers, when certain type of performing art, for instance, a music band, has determined to publicity its idea in a foreign country, it adopts and follows certain strategies that allows it to increase the fame and popularity in that region. It demands efforts from both early-phase and late-phase, both before the performance, and after the performance. Touring art is a specialized performing art that invests a lot of time and effort to travel and perform in a foreign country. The quality determines that it needs to lay certain efforts in publicity strategies to make it recognized and accepted by audiences. In this investigation, I pay a lot attention to the publicity of band Lincoln Parks’ tour in China and discuss the advantages and pitfalls of its marketing strategies through SWOT analysis, stressing the relationship of marketing with force of social media. The marketing activity of the band meets well to the marketing process model and has certain part and parcel requiring improvement. Marketing on social media is a double-edged sword, in the long-term, the foundation of a band relies upon the creation of amazing artistic work rather than the strategies adopted. By comparing the example with another type of performing art in China, I propose the idealized status of marketing in my own definition.

PURPOSES AND OUTCOMES OF MARKETING FOR PERFORMING ARTS

Performing art, an artistic style that requires not solely endeavors to polish its artistic output and create a outcome as possible, but also abilities or talents to amuse and attract the audiences with its unique perspectives in marketing and publicity. Touring art is also one type of performing art. With the development of society, the increasing economic demand of enterprises and franchises that sponsor the artist fair require the entity itself to provide certain profitable feedback. Forms of performing arts, such as theater, dance, music concern full exposure and contact with the audiences altogether an amusing performance of the artist . Thereafter, it is common sense that the marketing for performing art is necessary to sustain both its survival and prosper in modern society. On the other side, from the perspective of artist itself, the publicity of each single performance as well as the whole brand allows promotion of its influences in a certain area, an in the long run creates positive influences for the fame and income of the entity itself. Business plans and strategies are necessary for franchises or brands to survive against the fierce competition of the market. One enterprise can not exist without marketing, to the contrary, proper regular marketing strategy significantly enhances the outcome or feedback for art performances in all means. Therefore, it is both obligatory and beneficial for the supporting companies or agencies to adopt the appropriate marketing strategies in publicity.

AN INTRODUCTION TO GENERAL MARKETING STRATEGIES

Factors Influencing Marketing Outcome

Marketing is a science that demands detailed planning and research. There are several factors determining the effects of marketing, and they can be divided into two categories, internal factors and external factors . Internal factors include the fame of the band, the location or geographical features, the economic status of the underlying franchise to support the band, the current running situation of the company or franchise, the quality of the product it brings, the availability of funding, etc. The external factors include the market conditions, especially the customer’s income level which determines how much they could invest for your performances; the population density of a certain region, i.e., if it is a population sparse region the marketing could not be too successful; the competitors, i.e. are there any other similar types of art performances held at the same time which conflict with yours; the cultural and psychological background of certain group, for instance, do they have taboos or dislikes for the form of art you bring about to them or do they have preference for certain type of art forms or behaviors, etc.

The Generalized Marketing Process Model

According to some scholars , it should cover three areas: to serve certain customer groups, satisfy their specialized or general needs, and utilize certain techniques. General strategies for marketing includes a detailed work flow. It begins with analysis or market & environment, which requires a detailed scrutinize into the market conditions which can differ significantly in different regions and countries. It also includes the economic status, public buying intentions as well as psychological and social factors underlying certain groups. After having formulated a certain plan according to the survey report for current market situation, the strategy maker would obtain certain level of understanding of current situation and then adjust accordingly the strategy. After setting up a detailed plan on marketing, the agencies or companies could put into effort, control and adjust it according to the change of market situation, and yield new ones at any appropriate time . According to the marketing process model, the publicity of a brand can be fitted into it and adopted similar tactics.

DIFFERENCES BETWEEN MARKETING IN PERFORMING ART FORMS AND TANGIBLE PRODUCTS

Performing arts differ from tangible goods or products in that they do not have touchable feelings or direct emotions to customers or potential customers. Therefore, piquing demands or arousing interests for an performance is different than from selling and marketing conventional goods. For performing arts, the tactics adopted to let the customers accept the brand or the concept would be contributory to the overall marketing efforts. To begin with, it is the process of transforming abstract concept into detailed forms, such as posters, CDs, video types, to make the audiences contact it practically and have a general idea of it. More than this, in the process of displaying performing art to audiences, a show or a concert to exhibited, the affiliated factors, such as location and traffic convenience of the venue, the easiness of acquiring a ticket, and the cleanliness of the halls of the concert, all matters and determines the success of marketing. These are in the meantime important and precious opportunity for planners to transform the remote image of the brand into a kind, close, friendly one, that is acceptable to audiences. In brief, it is a process of transforming from intangible to tangible. Other strategies performing art adopted to publicity include satisfying customer needs, attracting customers to interact with artists, experimenting with new channels and platforms to spread out ideas and others. In the forms of publicity materials, it include brochures, ticket discount offers, newspapers and televisions, all with the identical means and target of satisfying the needs of customers . No matter what type it takes, the marketing of musical performing art should follow the rule of market and establish a legitimated personal system.

MY CHOICE OF AN EXAMPLE TO TESTIFY THE MARKETING PROCESS MODEL

Music bands which belongs to the category of performing art groups, rely significantly upon the incomes along with the accompanying marketing effects of tours and concerts aside from selling out CDs for profit. Lincoln Park, as one successful band popular world wide especially in China, has presented in front of us a perfect example of how to employ the strategies of marketing to maximize the outcome and paybacks during its tour in China in 2015. I therefore determined it as an example to study the marketing strategy of performing art in China. After scrutinizing the tactics it adopted in its performance in details, it is not difficult for us to conclude that it basically fit quite well with the marketing process model mentioned above and run through the whole procedures of investigating the market, setting up strategies, publicity the ideas and news and adjusting the strategies according to the changes happening. Given the difference between the intangible performing art and tangible goods in the differentiated feelings created to customers, its influence on its fitness to the model is quite trivial and negligible.

THE STRATEGIES ADOPTED IN MARKETING FOR LINCOLN PARK BAND IN CHINA

Actions Taken before They Board

As described above, the strategies marketing department has employed to spread out the ideas and concepts of the performance arts and shows appeared in different forms. Take Lincoln Park 2015 China Tour for example, before it finally launched the country to begin with the first station, despite the accumulated world-class fame and supreme popularity in China, the band had adopted versatile means of spreading out the information. To begin with it named the tour after an attractive title called “hunting party”, in accordance with its popularity and cutting-edge styles. The host department selected a series of stations in China, including Nanjing, Beijing, Shanghai, Shenzhen and Chongqing, 5 major cities covering different regions of the country that has most fans numbers along with most significant market influences. Subsequently, it launched a series of publicity methods, taking a full advantage of social media such as Weibo, Facebook, Twitter, Tieba BBS, newspapers, etc, to push forward the information and let it known by the fans in China. It is worthy mentioning that the Chinese marketing team had contributed in interpreting the band in its native language and composing the essays to push forward the ideas. Aside from it, the marketing department also exploited the publicity posters to popularize its ideas several weeks before the first station began in Nanjing. Notably, the success of this publicity relies significantly upon fans clubs in China who played a significant role during the whole process . Giving credits to its efforts, along with the long-accumulated fame and fans groups in China, the outcome of the marketing was extreme successful, selling out almost all the tickets before the tour.

The Concert Spot Preparations and Performances

Generally, the in site preparation has little effect on the marketing outcome or the ticket sales of the current concert, for the obvious reason that audiences who have purchased the tickets would be unlikely to return it to the agencies. However, in the long run, the quality control of the current concert will lay a significant effect upon the subsequent ones and is hence very important. In this aspect, Lincoln Park marketing group also acted a rewarding example. Before the start of the every concert, the lightning engineer and stage manager cultivated a long time an atmosphere on the stage. Looking towards it from a long distance one even engross within it immensely let alone the audiences who immerse themselves into it in the very front rows. During the performances, the special effects of the stage, the lights, colors even the perfumes correlates perfectly with the melodies’ ups and downs, playing a contributing role towards its performances. I regard the aforementioned performances a part of long-term marketing strategy, which would undoubtedly accumulate fame in audiences presented and aroused their interest in subsequent tours and CD selling in the future. Last but not least, the discipline control and stadium administration was an important part of in situ performance, in which Lincoln Park also did well. Despite the overjoyed and fevered audiences with the hot-blooded performances and the drastic ups and downs of melodies, the order in the concerts were all disciplined and well organized, which prevented the risk of potential security concerns and reduced tickets buying.

The Adjustments of Strategies and Control of Marketing Process

The control of the marketing process reflected in different levels of the band’s publicity in China. The efforts and money invested in action varied according to the time line. When it started in the very beginning, the planner just informed certain fans group to put forward ideas in bbs and weblog online. However, as time approached near to the begin of the tour, they began to invest more to propel the ideas in public areas in the form of publicity boards, posters and even newspapers, internet and TV advertisements. Obviously these types of publicity require more money, however, it produce more fruitful results in spreading out the ideas to attract more audiences.

THE GENERAL AND SWOT ANALYSIS OF THE MARKETING STRATEGY

As we know it that “The Hunting Party” 2015 tour in China has ended successfully not solely with numerous melodious songs but also the happy tears of audiences. Most importantly, the marketing department had made very successful example to us by gaining tremendous profits beyond initial expectation. Though it was not very first time Lincoln Park launched China, the success was quite laudable by following up aforementioned marketing strategies and cutting into the needs of fans groups.

In my perspective, in the marketing strategies adopted by this type of touring art in a foreign country, the most important part it relies is the extent to which it could exploit local media, i.e. in not only transforming between different languages and obtaining localization but also making full use of the local resources in its publicity. It turned out that all strategies have been certain around this general concept. If we look into the strength, weakness, opportunities and threats of the marketing strategy adopted by Lincoln Park during the aforementioned show and if we even take into account other strategies they adopt in publicity of the brand world wide, we can yield some interesting discoveries.

Strengths:

It scrutinize the situation of Chinese market quite well before it board mainland China. Taking full advantage of its worldwide fame and influential effects brought to the massive group of Chinese fans, Lincoln Park was able to obtain a level of popularity in spreading its ideas. The strong cultural factor created has a deepened influence in the massive audiences, especially adolescence in China, especially when when it sticks to its own disciplined doctrine to create an aura of exclusiveness. The popularity in young group piques the psychological effects of the peers to follow and attend the live performance. More than this, by following strictly the rule and model of the marketing process, it undertook detailed analysis of market status in China before it board. This step allows enough confidence for it to move on to the next level and adopt new strategies to inform the public. Last but not least, the city selection also incorporates survey of information of Chinese major cities, so that the selected ones both geographically covers different areas of China and meets the basic requirement of enough audience basis numbers.

Weaknesses:

Despite the fact that the band Lincoln park has popularity in China with many audiences especially in young groups, to the contrary in elder groups people do not favor the band as much, some even never heard of the name of band. Due to the limited understanding and education (especially English and foreign culture education) in different parts of China, public interest in this band differs from region to region. More than this, by virtue of the relative high ticket prices, the major fans groups who are young students could not afford the tickets to participate, therefore hinder the publicity effect. Last but not least, in adopting mass media to spread out its ideas, it concerns transferring the information from English into Chinese, as a result of which, the media adopted in the end differs to some extent to the original ones. What’s worse, considering some intermediate agencies and platforms participate in publicity efforts, the authentic publicity effects may not be the same as it presumes, sometimes limited by the size of space the platform has to offer, sometimes intervened by some advertisements that hinder the effects.

Opportunities:

Considering that Lincoln Park is a famous band world wide. Its publicity of CDs, concerts and tours can not be too difficult. Admittedly it may take some efforts for the band to land in a different country, especially in a different continent, so long as the band itself earns enough fame and popularity to accumulate local fans group, the endeavors spent would be rewarding, let alone the long-term fans groups earned and economic profit produced. Thereafter, always adjusting the marketing strategy according to the group change of specific regions will allow the band to succeed continuously.

Threats:

Taking into account the numerous popular bands in the US such as Maroon 5, Imfao, Imagine Dragons, or pop singers such as Lil Pump, Post Malone which popped up endlessly and continuously, it is difficult for an old band like Lincoln Park to retain its competence under the influences of such. The fans group could be attracted to support these newly emerged groups or singers if they deem them better or cooler. Moreover, the youth group especially those below adolescence are more likely attracted by such groups who own and show more popular elements. It is a fast updating industry, there are a lot to do for the band Lincoln Park to retain competence. Obviously, the popularity of the band in China directly interferes the marketing outcome. Thereafter, if the band itself fails to remain certain level of fresh bloods or innovative ideas to keep competitive, it is difficult to carry out marketing in any countries in the world.

IMPROVEMENTS AND DEVELOPMENT FOR LINCOLN PARK MARKETING STRATEGIES

The band, an intangible product for the marketing team to publicity, distinguished sharply from an tangible item that could be brought out and shown up towards buyers. However, it have possessed innate influences and intangible parts that could be employed in public area and transformed into strengths or merits acceptable to audiences, appeals the audiences and attracts audiences to pay for the performance. The process of this is what we call marketing. Undoubtedly, the Lincoln Park marketing team followed the general disciplines of the marketing strategies and is able to transform the image into strengths and then into the tremendous outcomes and profits. Making use of the power of local social media, the marketing team of Lincoln Park has adopted comprehensive means (or an aforementioned “mix”) of publicity its performances in China and could be treated by us an effect model to follow if we want to host our own, yet a lot of flaws                            

I propose the following means to follow in order to improve the band’s publicity in China. To begin with, as a general marketing team underlying a world-famous band, it needs to put more effort into scrutinize and understand the country, the population group, the distribution of people geographically as well as the buying tendencies, beyond which it can have a clear idea of the consumer target it face with. If, on other words, it does not have enough funding to carry out a survey for the whole China market, it is also convenient for them to search for relative reports through the internet or bibliographic data base. Before it started its tour, maybe half a year or several months in time, it could begin its publicity as early as possible online. It should pay more attention to Chinese fans clubs or private fans groups for they are local ones familiar with situation in China and are able to provide the support in all their activities before and after their tour as much as possible. As far as I am concerned, so long as the band has formed a reliable relationship with the local fans group, their group will run through the whole publicity process smoothly. More than this, the peer effect will attract more and more fans to join and watch the performances of the band. Apart from it, the ticket price of the concerts held in China should be settled in a more reasonable range taking into account the economic income of the country. So long as China is a developing country and the economic development level is quite different between different regions, for instance southeast China and southwest China, it should adjust the ticket prices accordingly to allow more localized audience to attend and watch. For instance, the ticket price should be lower in Chongqing than it is in Shanghai, considering the different economic status and family income. Last but not least, Lincoln Park should choose a more reasonable time to tour in China. Though it seems that the selected July would be appropriate regrading that most fans are students who could enjoy their summer holiday and have plentiful leisure time to watch, however, the band fails to take into account the fact that most fans who have the economic ability to buy tickets and attend the concert are at least college students. This means that in summer school, when they have no courses to take in their universities, they would probably return home which are small cities rather than the major ones Lincoln Park chose to hold concert in. It further reduces the possibility for these students who indeed rely on their parents and do not have an income to purchase the ticket and travel to the major city just to watch a concert .

COMPARISON OF LINCOLN PARK’S MARKETING STRATEGIES WITH OTHER TYPES OF PERFORMING ARTS

Magic performance is another type of performing art that has a lot of public influences in China. I want to compare the Lincoln Park tour 2015 in China with the world famous magician David Copperfield’s tour in China in 2002 to see the strengths and weaknesses in marketing strategies of each. The similarities between these two are they both have world-class fame in their own categories; they both chose July as the time to tour in China, they both cost a lot to attend the live show or the concert. Some media they adopt to spread out the ideas are the same, but some are different. So long as it was in 2002, when internet was not as widespread in China as 2015, the ability and power for David Copperfield team to adopt the internet to perform the publicity is less compared to that of Lincoln Park. Therefore, David Copperfield team relied more on other types of media such as newspapers, TVs, and radios to spread out the information of the tour. More importantly, unlike Lincoln Park which is a band and has a certified fans group who are addicted to listening to the songs, a magician can have fans but not in a certified group who are addicted to watching magic performances. Therefore, there were not so many localized fans groups for it to rely upon in marketing. Notably, it is the TV program helps a lot in David Copperfield team. Before it landed China, the magics of the world famous magician along with the legends had been played in some Chinese famous TV channels for a long time. On this basis, the name of David Copperfield and his story had become well known to almost every person in this country. As a result, although they invest seemingly less efforts compared to Lincoln Park in publicity the ideas of the tour, they do save similar marketing outcomes according to the tickets sold and the live spot performances. From this we can conclude that these influencing factors for marketing are complementary to each other. The strength of one can make for the weakness of the other and reach almost identical effects in the end.

MY IDEALIZED MARKETING PLAN: RELIANCE AND INDEPENDENCE TO SOCIAL MEDIA

Social media is a double-edged sword. A successful marketing outcome is achieved largely dependent on various types of media means. But to the contrary, too much reliance upon social media causes a minimization of the brand influence. The first step of marketing should be making authentic excellent artistic works. Over-marketing resembles to those so called new-generation artists in certain countries who lacked artist works and outputs but merely relied upon star-creating powers to push themselves forward to public by deliberately developing some appealing stories or news unrelated with their art works. In the long-term, if a band depends too much on marketing tactics, it will sooner or later lose its ability to survive in modern ages.

Hence, combined my previous investigation into Lincoln Park’s show and strategies, I can put forward my own idealized marketing model specifically for a touring art in a foreign country. To begin with it shall scrutinize the local market and environment, then it should make full use of local media in publicity, on the other hand, in the long-run it should pay attention to its own brand and image, in transforming the intangible part of itself to approachable parts accepted by audiences.

CONCLUSIONS

The marketing strategy for performance art is different for tangible goods, for the former is a more or less intangible object, that needs to be transformed before it is accepted by the customers. The means of transformation can be music CDs, records, concerts, tours or souvenirs that linked with the band. The marketing strategy also follows the model which begins with investigation of the market, followed by making plans, execution and controlled by the planner who adjust the strategies according to the change of the conditions. The marketing strategies of performing arts are also influenced by different factors. Internal factors included the features and the fame of the band, the funding of the marketing team, etc. External factors include the market environment, the competitors, the economic status of customers in the countries or in the regions, the social and cultural effect, etc. Lincoln Park band is a successful example of conducting marketing strategy in China, which fits well with the marketing process model. However, it still has a lot to improve in marketing strategies especially if it is compared to other types of successful examples. The marketing team should put more endeavors if it wants to receive a better performance with more short-term and long-term benefits. However, it shall need to notice that it should set up the brand by putting forward authentic excellent products rather than from marketing strategies.

Bibliography:

Abell. (2013) "Defining the Business: The Starting Point of Strategic Planning".

Cityweekend (2002). David Copperfield, and the Man of Many Faces, Li Ning

Jake Newby (2015). Incoming: Linkin Park, Rap-metal outfit make a surprising return to Shanghai. Timeout Shanghai.

Konijn, Elly (1991). Psychology and Performing Arts. Sweets and Zeitlinger. pp. 59–72.

Kotler and Armstrong (2014). Principles of Marketing, 14th edition

Laura Lake (2017). 5 Easy Steps to Develop a Marketing Strategy

Murray Newlands (2015). 15 Marketing Strategies That Inspire Strategic Thinkers. Contributor, Inc.com.

Neil Kokemuller. (1997) What Are Internal & External Environmental Factors That Affect Business? .Chron

Robynbarber. (2015). Linkin Park To Make China Tour.

Tobie S. Stein and Jessica Bathurst. (2008). Performing arts management: a handbook of professional practices.

Westwood, John. (2002). The Marketing Plan: A Step-by-step Guide. Kogan Page Publishers.

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