Abstract
After arts organizations are asked for the necessity for marketing, it is long, but there are not a few opinions which have a doubt in marketing for Japanese arts organizations. The reason is considered to be the arts organizations without a marketing strategy based on analysis of "market research data".
In this paper, I discuss what kind of marketing strategy is possible in music art organizations using the data based on market research. Data analysis is done by the data investigated for the residents of the Tokyo metropolitan area which get interested in classical music or orchestra concerts in 2005. According to the data, there are groups of the entry layer which are also various, and are different in many aspects. In this paper, I compare three groups of audience and analyze them about the feature and the tendency over classical music and an orchestra concert: one is an entry group for classical music, another is an entry group for orchestra concerts, and the other is a potential group for classical music.
As a result, since each group has the feature which is different to classical music or orchestra concerts, although it also calls it an entry group, it is not effective to perform marketing in the same approach. Thus, I conclude that the effective marketing should be constructed as a marketing strategy to the market by carried out "targeting" using the data based on such market research is drawn.
https://ror.org/03sf6p593 
