地方特色產業國際行銷之研究─以三鶯地區為例

The Study of International Marketing Strategies for Local Cultural Industries: The Case Study on Sanshia and Yingo Town, New Taipe City

黃凱意(Kai-Yi Huang)

指導教授 ： 丘昌泰

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2010年)

摘要

在全球化的浪潮下，在地化(localization)的聲浪亦逐漸高漲，有鑒於日、泰等國以地方特色產業成功行銷國際的經驗，加上馬政府將「觀光旅遊」列入六大關鍵新興產業，將發展國際觀光、增加外匯收入做為規劃重點，而三鶯地區境內擁有豐富的地方特色產業，如具有東方藝術殿堂美名的三峽祖師廟，陶瓷藝術更是列為東方精品，具有國際行銷優勢。基此本研究期望透過國際行銷策略的研擬，運用在地全球化的思維將具有豐富的地方文化特色的三鶯地區行銷至國際，以振興地域，活絡地方經濟，以達永續發展。
本研究透過文獻分析與深度訪談法，分析國內外推動地方特色產業的成功案例，以做為三鶯地區國際行銷之借鏡。探討三鶯地方特色產業發展概況，以形塑三鶯地區特色產業。分析三鶯國際客群市場結構，以研擬國際行銷策略，提供主政者參考。本研究根據行銷相關文獻，綜合國際行銷最有效的4種行銷方式發展為「FEMN模式」，即結合節慶行銷(Festival Marketing)、展覽行銷(Exhibition Marketing)、戲劇行銷(Movies Marketing) 與網路行銷(Network Marketing)的四合一國際行銷模式，透過「FEMN模式」國際行銷策略的研擬並藉由公私夥伴關係的營造，將三鶯地區打造為兼具藝術、體驗與文化價值，融合廟宇文化與陶瓷文化的雙子星文化風情小鎮。
本研究提出9項營造三鶯地區文化風情小鎮的政策建議，供主政者參考，即為1.成立三鶯地方特色產業國際行銷委員2.成立三鶯文化資產田野調查團隊3.改善三峽地區基礎建設4.規劃順暢觀光動線5.分析三鶯地區國際旅客偏好6.持續推動鶯歌燒品質建置7.成立陶瓷貿易中心8.加強人才培訓9.強化當地居民與業者的共識。

關鍵字

地方特色產業 ； 國際行銷

並列摘要

The trend of globalization has brought increasing awareness of localization. Owing to the international marketing success of local feature industries in Japan and Thailand, the Taiwanese government declares ‘tourism’ one of the Six Key Emerging Industries and plan to increase foreign exchange via international tourism. Sanyin area is rich in its abundant local feature industries such as Sanshia Zushih Temple, also known as the temple of eastern art, and the luxury good in the east, ceramic art; both of which are in possession of international marketing advantages. Hence, this research aims to make use of the glocalization trend and bring prosperity, financial benefit and sustainability to the Sanyin area by introducing the abundant local features of said area to the world via international marketing strategic planning.

The research studies successful examples of local feature industries from other areas in Taiwan or abroad via analysis of literature and in-depth interview and use those as reference to Sanyin area’s international marketing plan. The development of Sanyin area’s local feature industries was discussed to bring a clear outline over said subject and analysis of international customer marketing structure was conducted to draft out international marketing strategies which provide reference to government leaders. The research has developed a 4-in-1 marketing method namely “FEMN Model” which is an international marketing model combining Festival Marketing, Exhibition Marketing, Movies Marketing, and Network Marketing. Through the international marketing strategies drawn under the “FEMN Model” and the establishment of public-private partnerships, the Sanshia and Yingo Town is to be remade into a township of twin cultures and local colors which fuses temple and ceramic cultures and is abundant of art, local experience, and culture values.

The research concludes with 9 suggestions to government leaders for future reference as to the transformation of Sanshia and Yingo Town into a township of culture and local colors, and these suggestions are: 1) establishing international marketing committee for Sanyin’s local feature industry, 2) establishing of field investigation team Sanyin area’s culture heritage, 3) improving Sanshia area’s infrastructure, 4) planning unhindered visiting path for tourists, 5) analyzing preference of international tourists visiting Sanyin area, 6) continuously promoting quality construction of Yingge Ceramics, 7) establishing ceramic trade center, 8) strengthening personnel training, and 9) bringing stronger consensus between local residents and business holders.

並列關鍵字

Local Cultural Industries ； International Marketing

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