客家文化產業行銷策略之研究─以雙埔客家地區為例

A Study of Marketing Strategies for Hakka Cultural Industry in Taiwan - A Case Study in the Sinpu and Beipu Township, Shinchu County

劉竹英(Liu Chu-Ying)

指導教授 ： 丘昌泰教授

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2011年)

摘要

本研究以新竹縣新埔鎮及北埔鄉客家地區為研究對象，以文化行銷理論為基礎，經由文獻分析、田野調查、參與觀察，及深度訪談等質化研究方法，探討雙埔客家地區的文化產業資源與特色及優勢、劣勢、機會與威脅，並以文化（Culture）、核心價值(core value)、顧客（customers）、公私合產（co-roduction）等4C策略，研擬以顧客為導向之行銷策略，向決策當局提供建議，創造產值，繁榮地方經濟。
本研究目的為
一、善用優勢、克服劣勢、掌握機會、避免威脅，整合客家文化產業資源,為顧客打造最具特色、最高品質、最具代表性的客家文化生態園區。
二、保存客家文化資源與特色，結合產業，運用創意行銷至全世界,吸引顧客來體驗客家文化之美，並增進文化產業的產值，達到永續經營之目標。
三、研擬以顧客為導向的行銷策略，向決策當局提供建議，創造產值，繁榮地方經濟。
本研究發現為:
一、文化是好生活也會是好生意。
二、成功的行銷使銷售成為多餘。
三、文化設施的維護保存、經營管理、活化利用是文化產業發展的基礎。
四、低俗且流於形式之產業文化活動成為文化產業之殺手。
五、農會在地方文化產業的行銷與發展扮演關鍵性角色。
六、金廣福文教基金會是北埔文化產業發展幕後的推手。

關鍵字

文化產業 客家文化 行銷策略 新埔 北埔

並列摘要

The Hakka area located in the Sinpu and Beipu Township of Shinchu County was the target of this case study. Using the cultural marketing theory as a framework, qualitative research methods such as literary analysis, fieldwork, participant observation and in-depth interviews were used to engage in a discussion around the resources and characteristics of the cultural industry, as well as the strengths, weaknesses, opportunities and threats, of the Sinpu and Beipu Hakka area. A customer-centric marketing strategy was developed with recommendations presented to the decision makers, based on a 4C strategy: culture, core value, customers and co-production, in order to generate output and improve local economic prosperity.

The objectives of this study were:
1.To make good use of the advantages, overcome the inferior, grasp the opportunities, and avoid threats. To integrate the industry resources of the Hakka culture and to build the most unique, the highest quality, and the most representative Hakka Cultural Ecological Park for the customers.
2.To preserve the Hakka cultural resources and characteristics, integrate the industries and leverage creative marketing globally to attract domestic and international visitors to come and experience the beauty of the Hakka culture and to improve the output of the cultural industry in order to meet the objective of sustainable development.
3.To develop a customer-centric marketing strategy with recommendations for the decision makers in order to generate output and improve local economic prosperity.

The findings of this study were:
1. Culture translates into a good life and leads to good business.
2.Successful marketing makes sales superfluous.
3.The preservation, management and revitalization of cultural facilities make up the foundation for cultural industry development.
4.Vulgar and conventional industrial cultural activities become the killers of the cultural industry.
5.The farmers association plays a key role in the marketing and development of the local cultural industry.
6.The Jin Guang Fu Foundation is the force behind the Beipu cultural industry development.

並列關鍵字

Marketing Strategies Sinpu Beipu

參考文獻

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