近年來,因文化產業擁有低社會成本及高經濟價值的特性,因此是全球成長快速的產業之一,更是未來的國際趨勢。我國政府也積極推動地方文化產業政策,希望能強化鄉鎮競爭力、連結觀光資源,並結合節慶等行銷活動,來展示地方之獨特性,主要目的是希望能帶動在地經濟發展為理念。 新埔鎮為客家農村鄉鎮,因都市化發展較為緩慢,但也因禍得福的將過去古蹟及傳統工藝保留下來,加上新埔鎮擁有得天獨厚的自然資源及自然生態環境優美,使得新埔鎮目前擁有許多豐富的地方文化產業資源。 本研究主要以質化研究為主,以新埔鎮為個案研究,探討如何運用地方行銷及行銷策略來推廣新埔鎮地方文化產業,並活絡及帶動新埔鎮的經濟商機;並且利用文獻分析法對地方文化產業及行銷策略做一個整理及歸納,再透過深度訪談法了解新埔鎮目前現況、困境與未來願景,利用SWOT分析做一個統整性的整合,並發展出對新埔鎮有利的行銷組合與建議,希望未來能做為參考。
In recent years, because of the cultural industry has characteristics of low social costs and high economic value, is one of the fast-growing global industry, is the international trend of the future. My Government is also actively promoting the local cultural industries policy, to strengthen the township competitiveness, link tourism resources, combined with festivals and other marketing activities to demonstrate the uniqueness of the place, the main purpose is hoping to stimulate economic development for the idea. The Xinpu territory of the town highway and longitudinal railway through, so urbanized more slowly, but also a blessing in disguise past monuments and traditional crafts preserved plus Xinpu town is blessed with natural resources and beautiful natural environment, the Xinpu town now has many rich resources of local cultural industries. This study is a qualitative research Xinpu town as a case study on how to use marketing strategies to promote the Xinpu town of local cultural industries, and active and drive the Xinpu the town's economic opportunities; literature analysis and the use of local cultural industries and marketing strategy to do a collate and summarize the depth interviews to understand the Xinpu town advantage and opportunity and are currently facing weaknesses and threats, SWOT analysis to do a unified whole integration, and develop a series of marketing portfolio, I hope the future and as a reference