故事機構行銷策略乏探討

TheStudy of the Story-telling Organizations Marketing Strategy

本研究昌在分析兩所國內主要的故事機構其行銷策略之異同，包含故事機構的目標市場分析、定位策略與行銷組合4P+4C的運用情形，並探討遭遇之困境。\r研究中採半結構性訪談方式，針對機構的主管、員工和顧客共12位進行訪談，經由逐字稿內容梳理，發現目標市場主要以3至12歲兒童為主，定位策略則分別為多才藝取向及純敘說故事取向，以B機構定位較明確，二者在行銷組合的運用上也存在差異，最後，歸納機構面臨的困境主要有少子化、經濟不景氣和對手競爭等因素。

hepurpose of this study was to analyze the difference between two major story-telling organizations on marketing strategy， including the market targeting; positioning and the marketing mixes of 4P+4C execution statuses; and the facing predicament. This is a case study， taking the organization managers， employees， customers， and total 12 persons by using the semi-structure interview. Then，word-by-word， the followings are found: the market focusing on the children of age 3 to 12 year-old; the positioning focusing on multitalent and pure story -telling; the marketing mixes difference existing as well. To sum up， the predicaments are low birth rate and the worst economic situation， and the competitors.