三峽藍染文化產業行銷策略之研究

Marketing Strategies of the Sanhsia Indigo Dyeing Cultural Industry

游惠文(Yu Huiwen)

指導教授 ： 黃明月

國立臺灣師範大學/教育學院/社會教育學系在職進修碩士班/碩士(2005年)

摘要

三峽藍染即將邁向第八個年頭，這項曾經消失的傳統產業，在當地「三角湧文化協進會」長期耕耘下，展開一系列的深耕計畫。三峽藍染的推動起源於三角湧文化協進會少數人的興趣與投入，後來因為參與的人頗多且凝聚共同意識而發展至今，不但成功吸引當地教師、社區民眾參與，深獲得公部門的支持。更以三峽藍染節結合產官學研創造新的行銷方式，讓藍染不再只是靠販售實體的傳統產業，更逐漸走向以教育行銷、體驗行銷、文化商品行銷為主的一個文化產業。
本研究以台北縣三峽鎮「三角湧文化協進會」為個案研究，並以教育行銷、體驗行銷、文化商品行銷為理論基礎。其中以Schmitt（1999）所提出的「體驗行銷」為理論基礎，深入剖析，如何運用了感官行銷、情感行銷、思考行銷、行動行銷及關聯行銷，在眾多文化消費選擇中，吸引消費者走入三峽享受「藍染體驗」、「藍染學習」及文化消費。
研究方法是透過深度訪談，包括協進會的行政規劃人員、種子教師，分析這個非營利組織所運用的行銷策略-----「教育行銷」、「體驗行銷」、「文化商品行銷」，是如何執行、被消費者感受。
根據研究發現，本研究獲致以下十一點結論：
一、協進會行政規劃人員，在經歷上具有社會教育行銷企劃相關領域的背景，行銷規劃符合學習者需求。
二、行銷規劃得宜符合組織目標。
三、以工作坊為行銷團隊，提昇行銷人員藍染知能。
四、結合人文歷史及自然資源，彰顯三峽藍染文化產業特色。
五、行銷公部門獲得認同與協助，延續藍染文化產業傳承。
六、在教育行銷上循序漸進—由單一行銷→差異行銷→目標行銷。
七、根據不同學習設計不同體驗活動。
八、行銷人員將體驗活動與地方文化資源結合，著重解說與導覽。
九、體驗行銷材料包的多元規劃，促成藍染文化產業化的發展。
十、在藍染文化商品行銷方面為實習階段的文化推廣模式。
十一、協辦藍染文化節拓展參與民眾，提昇行銷人員知能及視野。
本研究除了提出上述結論外，同時也對未來三峽藍染行銷提出一些建議。

關鍵字

文化產業 ； 教育行銷 ； 體驗行銷

並列摘要

Sanhsia's Indigo Dyeing Festival is approaching its eighth year. This traditional industry once lost, under the long-term cultivation of the local “Sanchiaoyung Cultural Promotion Association” has undergone a series of in-depth nurturing programs. The promotion of Sanhsia Indigo Dyeing began with the interest and devotion of a few people in the Sanchiaoyung Cultural Promotion Association. Later, there were more participants with a common consciousness, and its continuous development successfully attracted local teachers and community inhabitants, and has received strong support from public agencies. New forms of marketing has been created by Sanhsia's Indigo Dyeing Festival’s incorporation of industry, government, and academia, so that indigo dyeing is no longer a traditional industry that relies on sale of products, but can gradually approach a cultural industry predicated upon educational marketing, experiential marketing, and cultural merchandise marketing

This study focuses on Taipei County Sanhsia Village’s Sanchiaoyung Cultural Promotion Association” as a case study, and uses educational marketing, experiential marketing, and cultural products marketing as theoretical foundations. A theoretical basis is “experiential marketing” proposed by Schmitt (1999), which is used to deeply discuss how sensory marketing, emotional marketing, thought marketing, action marketing, and relational marketing have, among the variegated cultural consumption choices, attracted consumers to enter Sanhsia to enjoy “the experience of indigo dyeing,” “the learning of indigo dyeing,” and cultural consumption.

Research is conducted through in-depth interviews which included administrative personnel and seed instructors of the Promotion Association, to analyze the marketing strategies used by this non-profit organization – “educational marketing,” “experiential marketing,” and “cultural merchandise marketing” – and how they were executed and perceived by consumers

Results of this study yields the eleven conclusions below:
1. The Promotion Association’s administrative and planning personnel have backgrounds relating to societal and educational marketing planning, to plan for marketing that is suited to the learners.
2. Appropriate marketing plans conform to the organization’s goals.
3. Use the workshop as a marketing team, to elevate the indigo dyeing know-how of marketing personnel.
4. A combination of culture, history, and natural resources is used to illustrate features of the Sanhsia Indigo Dyeing cultural industry.
5. Marketing with public agencies has gained support and assistance; this helps the heritage of indigo dyeing cultural industry.
6. Educational marketing progresses via singular marketing →differential marketing →target marketing.
7. Design different experiential activities based on different learning types.
8. Marketing personnel combine the experiential activities with local cultural resources, and emphasize explanations and guidance.
9. The diverse planning of the experiential marketing materials package promotes the industrialized promotion of indigo dyeing culture.
10. The indigo dyeing cultural merchandise marketing is a cultural promotion model in the practice stage
11. Sponsoring the Indigo Dyeing Festival broadens the participating population, which elevates know-how and vision or marketing personnel.

According to these conclusions, this study proposes several suggestions as references for Sanhsia Indigo Dyeing marketing.

並列關鍵字

cultural industry ； educational marketing ； experiential marketing