全球化的潮流下，企業跨國經營的版圖越來越廣，也相對使得涉入的文化區塊更形多元而複雜。廣告產業的發展，隨著商業活動的全球化，表達其專業的執行力與創造力，反應出專業化服務模式與地區市場的發展特性，其服務產值也佔工商服務的相當大比重。企業廣告是跨國廣告集團在地區回應策略中所發展的溝通模式，廣告代理商個別擁有不同的國籍身分與連結多國市場的能力，藉此轉化作為一種價值定位並呈現在企業廣告，以表彰差異化的競爭優勢。本研究以內容分析法，以台灣較具規模的6個廣告集團企業廣告為文本，檢視顧客導向的品牌定位與組織導向的企業背景訊息中，如何在服務的地區市場呈現文化價值訴求。研究以廣告代理商企業形象廣告所呈現之內容意義為標地，延伸Hofstede文化價值構面為檢視價值溝通策略的基礎，比較主要廣告集團廣告訊息內容中，所呈現不同程度的文化構面與價值類型。對照各廣告集團的營運架構與背景，作為檢視廣告集團自我定位的價值表現。研究結果發現，廣告代理集團的文化價值訴求呈現多元並陳的現象，而廣告文化價值的呈現與實際國家文化價值特性並不完全相同。歐美廣告集團在權威性、個人主義、理性、明確與創意思考性等文化構面特性均有較為明顯的表現，相形之下，本土廣告集團較偏重理性、明確的訴求方式，對於地區文化價值的經營較未有積極創新的突出做法。

In recent years, Taiwan's performing art groups are affected by the extrinsic environmental impact including the financial turmoil, the competition of multi-choice entertainments, and that people have not had the habit of buying tickets for the performing, as well as the internal factors that is lacking professional art marketing managers, the operational difficulties faced crisis. Therefore, many performing art groups have adopted a variety of strategies, such as: cross-border cooperation, adding multimedia, teaching, publishing, extending affiliated groups and so on, not only to get more resources, but also to enhance their competitiveness to expand their audience.The value of the brand is dependent on the loyalty of consumers. Performing art groups in order to create brand value, the use of "brand strategy" is necessary. Therefore, this study adopted the "case study" of qualitative research methods, and have cares of performing art groups sampled : Taipei Philharmonic Chorus, Chai Found Music Workshop, Paper-windmill Theater, Godot Theatre Company . Combined with Kotler and other scholars’ brand strategy theory and product assortment develop the analysis of framework for the brand strategy of performing art groups inorder to discuss and compare with several performing arts groups in Taiwan. Hopefully establish a general theory.The two main aspect of the analysis of framework: "brand name" and "product category" of case studies that to analyze those brand strategy. The Taipei Philharmonic Chorus is using the " Line extension and Sub-brands ", Chai Found Music Workshop is using the "Line extension and brand extension, " Paper-windmill Theater is using the " Multi-brand, " and Godot Theatre Company is using the " Sub-brand ". Beside the product assortment of Godot Theatre Company of brand strategies choose the “Depth”; the other three are choosing "Depth" and "Width." In addition, Taipei Philharmonic Chorus and Paper-windmill Theater, according to the different products, have their high or low consistency in product development; “Oriental Instrumental Theater” for Chai Found Music Workshop with the original product is less consistent, but the three groups of Godot Theatre to the products is higher consistency.The results show that the use of the brand strategy for performing art groups will be different, owing to associate with organizational context. Those the length of the history, development, organization, Performance characteristics and business philosophy, and even planning for the future direction, will affect how the performing art groups use brand strategy. Although most of the performing art groups do not know what "brand strategy" is, but already know well enough to change the brand or product. Further, this study hopes to become the reference resources for the use of brand strategy to the other performing art groups, Based on the different of the organization contexts, choose suitable brand strategies for their own development.