新竹市節慶活動行銷策略之研究

本研究採深度訪談探討目前新竹觀光節慶活動發展的現況與所遭遇的問題，訪談結果以NVivo軟體進行整理。本研究結果顯示目前新竹市的新興節慶活動主要包括米粉摃丸節、竹塹玻璃藝術節、看海月、賞花月，以及觀光月，推行以來發展至今已趨成熟，對於延續傳統產業以及帶動週邊產品均有良好的效果。分析各節慶活動的行銷策略：產品部分，各活動多採多元多樣的節目設計，並每年分別推出不同的主題；價格方面學者主張以市場區隔為基礎，在活動期間給予促銷，給予特殊族群折扣，並與相關業者結合；在通路、位置的考量，雖然與該節慶活動相關的當地傳統產業歷史位置不可忽略，但仍應仔細規劃動線及接駁車；至於促銷則應透過媒體及相關人士宣傳。

關鍵字

節慶活動；行銷策略； 4P行銷組合

並列摘要

In this study, depth interviews are used to the present situations and encountered problems are discussed; and finally data is analyzed using NVivo. The results show that the Hsinchu city festivals include the Rice Noodle and Meatball Festival, the Hsinchu City International Glass Art Festival, the Sea Month, the Flower Festival at 18 Peaks Mountain, and the Sightseeing Festival. Because the implementation has matured, the renewal of traditional industries and promotion of peripheral products are successful. Marketing strategy include the following. For product, program designs are renewed in different ways and a different theme is selected every year. For price, academics advocate a marketing segmentation, where on sales during the event and special group discounts can be offered. For access, historical positions and shuttle buses are critical in location considerations. For marketing, related marketing people should be focused on the media.

並列關鍵字

festival ； marketing strategy ； 4P combination marketing

國際替代計量

新竹市節慶活動行銷策略之研究

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