地方政府節慶活動政策行銷之研究-以貢寮海洋音樂祭為例

在全球化及社區總體營造與推動觀光趨勢發展下，台灣各地出現許多新興節慶活動，並努力尋找出屬於自己獨特味道的節慶活動，以期許藉由新意的行銷解決困難，不斷且延續性再次帶動及發展地方的產業、經濟、增加就業機會及提升知名度。貢寮海洋音樂祭最初是由台北縣政府與地下音樂製作公司所合作，迄今已邁入第15屆，隨著知名度逐漸升高，貢寮海洋音樂祭已經把地方文化產業發光發熱，也帶來相當的觀光人潮亦創造了周邊產業經濟效益，隨著而來是可觀的經濟產值。而貢寮海洋音樂祭為何能呈現出每年不一樣特色及創造出新鮮的話題？這其中一定有其特別的行銷策略，才能使貢寮海洋音樂祭這一獨特性品牌，能在地長久經營。因此，本文擬以貢寮海洋音樂祭活動的行銷5P策略做為本研究之探討課題。研究結果發現：（1）人員行銷方面：其成功策略不外乎有：政府首長支持、展現創作團體的創作夢想；（2）產品行銷方面：結合地方文化、農漁特產與觀光景點，以提高其能見度；（3）定價行銷方面：因不收門票，故佔有優勢；又因主打「創作」的無價，故遊客的感受，更能接受其周邊價格（如交通、食宿…等）；（4）地點行銷方面：因設置位置在火車站附近，故交通具便利性，而且活動期間在路標的設置、接駁交通工具…等，都有做好事先規劃；（5）促銷行銷方面：因活動本身係與音樂相關，故承辦單位在促銷對象上皆以熱衷音樂、年輕人為主，且能邀訪國外媒體來台拍攝與採訪，進而行銷海外。最後，本研究針對行銷策略的建議有：（1）以豐富漁產品結合人文與天然景觀，發展一系列吃、喝、玩、樂觀光節慶活動，塑造貢寮好山好水好所在的觀光形象；（2）成功觀光套裝組合；（3）突顯活動原有特性；（4）深厚觀光節慶文化內涵的創造基礎，建立相關的環境；（5）推動社區營造，培養地方經營能力；（6）加強區域策略聯盟，發行觀光護照，刺激遊客消費；（7）透過各種管道，廣對國外行銷；（8）成立專責單位，持續追蹤貢寮海洋音樂祭活動，提高利益關係人滿意度。

關鍵字

節慶活動；政策行銷

並列摘要

In the context of globalization, the development of community building, and the trends of tourism promotion, the emergence of many new festivals all over Taiwan, and try to find out the unique of their own festivals, in order to solve the difficulty by innovative marketing, and continuously and continuously develop the local industry, the economy, increase employment opportunities and enhance visibility. “HO-HAI-YAN Rock Festival” was originally from Taipei County Government in collaboration with the underground music production company, has entered the 15th so far, with the popularity gradually increased, “HO-HAI-YAN Rock Festival” has put local cultural industries to become popular. It also brings tourist and create economic benefits, with a considerable economic value. Why “HO-HAI-YAN Rock Festival” can present different characteristics and create a new topic every year? It must have its special marketing strategies, then it make the unique brand of “HO-HAI-YAN Rock Festival”, and operate on the ground for a long time. Therefore, this article is intended to explore the marketing strategy 5P about “HO-HAI-YAN Rock Festival”. The results showed that: (1) personnel marketing: it is nothing more than a successful strategy are: head of government support, to show the creative dreams of creative group; (2) product marketing: the combination of local culture, agricultural and fishing specialty and tourist attractions, in order to improve its visibility; (3) prices marketing: its advantage is free, and "creative" is invaluable, so visitors feel more receptive to its periphery price (such as transportation, accommodation and so one); (4) Location marketing: because it’s located near the train station, so it is convenient. During the festivals, it have advance planning about landmarks, shuttle and so on; (5) promotional marketing: due to activities associated with the music itself, so organizer promote objects to passion for music and young people, and invite foreign media to visit Taiwan to film and interview, then market overseas. Finally, this study give some suggestions about marketing strategy: (1) to enrich fishery products combine the humanities and the natural landscape, and develop festivals of a series of eat, drink, play, and fun, in order to shape the tourist image about Gongliao District; (2) the successful combination of tourism packages; (3) to highlight the activities of the original features; (4) create the basis of cultural connotation of festivals, and establish the relevant environment; (5) to promote community building, and build the ability of local management; (6) strengthen the regional strategic alliances and issue the sightseeing passport, in order to stimulate consumption; (7) through a variety of channels, extensive foreign marketing; (8) the establishment of dedicated units, and keep track of “HO-HAI-YAN Rock Festival”, to improve stakeholder satisfaction.