Emotional Marketing Strategy for Bamboo Culture and Creative Industry in Nantou

Industrialization of culture and the culturalization of industry is important measure implemented in current cultural policy in Taiwan. Local culture has received more attention, bringing significant economic profits, while government also has established strategies for the cultural and creative industries. This study takes the bamboo culture and creative industry in Nantou as key subject using the five factors of emotional marketing and relevant literature on emotional marketing to explore the attraction of bamboo art industry as perceived by consumers, proposing references for the management of bamboo industry businesses. This study uses in-depth interviews in qualitative research and quantitative questionnaire surveys for research and analysis. Results show (1) Story: an educational tourism institution should be established for uniqueness, diversity, and local culture. (2) Relation: images of Nantou should be connected to bamboo arts, to increase international characteristics and innovation. (3) Experience: there should be more management, the activities should present positive feelings such as delightful surprise, uniqueness, and creativity. (4) Creativity: bamboo art products can consider sample designs with modern design sense, creativity, and art, use various marketing methods to increase the intricacy. (5) Value: bamboo art in Nantou has value in terms of local characteristics, cultural heritage, economy, and innovation. Various dimensions of the bamboo art industry in Nantou have received positive evaluation from people. The five factors research can be used to determine future direction for bamboo art industry in Nantou, which can help operators receive positive feedback and responses from consumers in their product design and bamboo art products.

並列關鍵字

Five factors ； Cultural and creative industries ； Emotional marketing ； Bamboo culture and creative industry in Nantou

國際替代計量

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