本文主要探討桃園市客家文化舘對於客家文化的發揚、文物的收藏、保存與展示等業務,在經營行銷管理模式中的成效及現狀。本文採用質性研究法,藉由文獻及現有的資料分析,把政策行銷管理策略的組合要素:產品、價格、通路、促銷、夥伴及政策之6Ps模型,作為分析桃園市客家文化舘的經營管理的模式。本文從最初的行銷4Ps要素擴展到行銷6Ps,結合專家學者的論述與政府的政策行銷,據以分析桃園市客家文化舘的行銷策略與經營管理,並進一步提出建議以供政策執行機關參考,具體建議事項包括: 1、建立典藏制度與發展計劃。 2、加強與各界的合作關係。 3、以桃園市客文舘為核帶動客家文化創意產業。 關鍵詞:桃園市客家文化館、行銷管理、政策行銷6Ps
This thesis will explore the actual achievement and current status in the policy marketing strategy of Taoyuan Hakka Culture Hall , regarding the promotion of Hakka culture and the relative cultural relics collection preservation and exhibition. Through relative documentary analysis and qualitative research methods are adopted to explore the concerned topics. The elements of policy marketing strategy: product, price, place, promotion, partnership and policy, are taken as the foundation of the Taoyuan Hakka Culture Hall management analysis . The researcher has combined basic 4Ps marketing elements with policy marketing 6Ps and different scholars` thesis through document analysis to amend the policy marketing strategy 6Ps theory applicable to this particular thesis. Further recommendations with policy marketing are proposed for the reference of the policy implementation authority .The suggestions are as follow: 1.To establish a relics collection and preservation mechanism and development plans for the Culture Hall. 2.To enforce partnerships with all parties from different fields. 3.To help promote Taoyuan’s cultural and creative industries. Keywords: Taoyuan Hakka Culture Hall, operating and management, policy marketing 6Ps.