地方特色產業結合文化創意行銷之研究

A Study of the Combination of the Local Characteristics Industrial and Culture Creativity Marketing

楊振銘 ； 許智喨

《全人教育集刊》 6期 (2020/12) Pp. 1-24

https://doi.org/10.6689/BHE.202012_(6).0001

摘要

地方特色產業在國家整體經濟發展中，扮演著非常重要的角色。近年來，經濟部推動「地方特色產業計畫」，以建構「一鄉鎮一特色產品（One Town One Product）」為目標。雲林縣水林鄉的水質和地質非常適合蕃薯的生長，每年也會舉辦蕃薯文化節活動。本研究以文獻探討、田野訪談，了解水林蕃薯文化節之活動，分析「水林蕃薯文化節」之行銷策略。並以6P行銷理論，對參加活動者進行問卷調查，探討「水林蕃薯文化節」結合文化創意之行銷策略。

關鍵字

地方特色產業 ； 水林蕃薯文化節 ； 6P行銷策略 ； 文化創意產業

並列摘要

Local characteristics Industries in the country's overall economic development, plays a very important role. In recent years, Ministry of Economic Affairs promote ＂local flavor industry plan＂ to construct ＂One Town One Product＂ as the goal. At Shuilin Township, Yunlin County, the water quality and geological very fits for growing sweet potatoes. And will be held Sweet potatoes cultural festival every year. In this study, we apply literature review, field interviews, informed of the activities of Shuilin Sweet potatoes cultural festival, and analysis of the marketing strategy of Shuilin Sweet potatoes cultural festival. Apply 6P marketing theory, those who participate in the activities questionnaire, discussion on the combination of Shuilin Sweet potatoes cultural festival and cultural creative marketing strategies.

並列關鍵字

Local characteristic industry ； Suilin Sweet Potato Festival ； 6P Marketing strategy ； Culture-creative industry