地方產業發展文化創意之行銷策略研究－以新港鄉板陶窯為例

Marketing Strategies for Cultural Creativities Combined with Local Industries-A Case Study of Bantaoyao in Singang

楊凱鳴(Kai-Ming Yang) ； 張瑟芬(Se-Fen Chang) ； 蔡智恆(Chih-Heng Tsai)

《康大學報》 2卷2期 (2012/12) Pp. 69-78

https://doi.org/10.7079/JUKN.201212.0069

摘要

板陶窯交趾剪黏工藝園區在2007年通過創意生活事業評選，將傳統交趾陶工藝與創意重新包裝，走出自己的特色，讓一般大眾對交趾陶有不一樣的感受。本研究以深度訪談與遊客問卷分析，研究板陶窯的行銷策略。研究結果如下所示：產品策略：產品結合創意與特色，不斷創新，增加遊客多重感官體驗；定價策略：入園門票可抵其他消費，刺激遊客再次消費；地點／通路策略：園區內參觀指標明確，並成立網路銷售平台；推廣策略：運用媒體資源，增加園區知名度；通過藝文活動推廣，請交趾陶師傅現場示範表演，建立規劃自己的品牌，以提高遊客忠誠度；人員策略：訓練員工專業形象，提供遊客滿意的服務，加強導覽人員解說能力；合作關係策略：結合鄰近社區資源，與板頭村其他景點結盟設計套裝行程，促進地方產業發展；包裝策略：注重產品包裝，提升商品的價值；規劃策略：推動文化創意及地方特色產業，吸引遊客前往參觀，不斷創新作品，永續經營。本研究針對文創產業，提供對應之行銷策略，讓地方產業活化，重新包裝，開發新的商機與吸引更多的人潮，希望能提供相關產業做為經營上的參考依據。

關鍵字

地方產業 ； 文化創意產業 ； 新港鄉板陶窯 ； 行銷策略

並列摘要

In 2007, the Bantaoyao the Cochin Jiannian technology park was selected by the creative life industries to re-design the traditional pottery craft business and create a new focal-point from its own original characteristics. So, the general public will have a new feeling about pottery. In this study combining the in-depth interviews with tourists' questionnaire analysis and marketing strategy of the research board Tao, the results are shown as follows: Product strategy: combination of creativity and innovation will bring visitors the multi-sensory experience; Pricing strategy: admission tickets can be used to cover other expanses inside the park to stimulate tourist spending again; Location/channel strategy: install the clear signs to guide the visitors inside the park, and set up an Internet sales platform; Promotion strategy: leverage media resources to create the media exposure of the park by promoting cultural events, live demonstrations of pottery master for the brand awareness to increase visitors' loyalty; Personnel policy: enhance staff training to provide the professional image, satisfactory service to the visitors. Improve guided hand-out to explain capacity to the visitors; Cooperative relations strategy: corporate with the neighboring community to utilize the available resources, design packaged tours and other attractions of the board Tau Tsuen to promote the development of local industries; Packaging strategy: provide better package design for the product to enhance the value of the goods; Planning strategy: promote cultural creativity and local specialized industry to attract tourists in order to create more innovative work and sustainable management. In this study of the cultural and creative industries, the marketing strategy is analyzed to attract more crowds in order to activate local industry, and develop some new business opportunities. Its purpose is to provide the related industries as a reference for their operation.

並列關鍵字

local industries cultural and creative industries ； Singang Bantaoyao ； marketing strategies.