客家飲食意象之整合行銷傳播策略

A Study of Integrated Marketing Communications Strategies for Hakka Dietary Image

林麗樺(Li-Hua Lin)

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(2009年)

摘要

有「願景」，文化深根才有依循的方向。客家飲食文化以悠久的傳統客家文化奠基，再融入現今桐花美學的新客家文化意象，傳達給人們心靈上的感動，是促使研究者希望能行銷客家飲食意象的關鍵所在。
整合行銷傳播是客家飲食產業活絡的關鍵。透過客家飲食意象的延續與深化，整合4C架構所研擬出的傳播策略，當是客家飲食文化產業致勝的要素；同時，我們可以發現，隨著台灣當前文化創意產業與觀光產業的蓬勃，地方經濟與社會也逐漸進入文化消費的時代。我們必須瞭解客家飲食意象最終行銷的主要商品仍是客家菜，因此綜觀上述可知，台灣客家飲食產業的推廣需要更多自身料理精進的內涵來架構，更需要加強行銷傳播工具核心概念的整合，才能確實的將客家飲食意象傳達到大眾心中，進而讓民眾產生感動，建立長久忠誠的消費行為關係。
本研究著重以「顧客」觀點出發，希望藉由客家飲食意象的行銷，在推展客家飲食產業的起點上，首要確立客家飲食意象的構面，讓客家飲食意象的行銷，藉由傳播工具管道的整合，產生「深根文化」的成效。再者，經由實證分析研究發現的結果，針對整合行銷傳播4C要素提出行銷策略，並從公部門角度提出政策性建議。
最後研究者則針對其研究心得，歸結出重要性結論如下：
一、 客家飲食在「形」的美學文化精進的必要性
二、 建立客家飲食LOGO符號意象的品牌價值
三、 政府政策攸關客家飲食產業的成敗—客家飲食餐廳認證與評鑑制度的建立

關鍵字

意象；客家飲食意象；整合行銷傳播

並列摘要

Only there is “vision” will there be a direction for the culture to take root. The Hakka dietary culture, which is rooted in the long-running traditional Hakka culture, blending a new Hakka cultural element of the contemporary Tung Blossoms that transcends the people with a spiritual enlightenment has emerged as a key that motivates the researcher to want to market the Hakka dietary image.

Adopting an integrated marketing communications remains the key to reinvigorating the Hakka dietary industry. Extending and deep-rooting the Hakka dietary image and integrating a communication strategy derived from the 4C framework continue to be the critical elements in reinventing the Hakka dietary cultural industry; meanwhile, we are able to find that as Taiwan’s contemporary cultural creative industry and tourism industry thrive, the local culture and the society as a whole will also embrace an era of humanity consumption. With that, we need to understand that the key product in the Hakka dietary image to be marketed ultimately remains the Hakka cuisine, hence as can be extrapolated form the foregoing stated, promoting the Hakka dietary industry calls for more than mapping out an inward culinary refinement in substance, but also requires integrating the core concept by stepping up the marketing and communications medium in order to truthfully convey the Hakka dietary image to the minds of the masses, and in turn to instill a long-term, loyal consumption relationship by instilling the people with a touching sensation.

The study aims to explore the marketing of the Hakka dietary image broach from the perspective of the “customer” by ascertaining first the constructs of the Hakka dietary image in promoting the Hakka dietary industry, whereby marketing the Hakka dietary image, coupled with integrating the communications medium, is able to create a “deep-rooting” cultural yield. Moreover, findings derived from the factual analysis study are used to propose the marketing strategy that integrates the 4C marketing and communications elements, and to present policy recommendations from the perspective of the government arm.

Lastly the researcher focuses on the study findings to derive critical conclusions as follows,
ⅠThe necessity for the Hakka diet to seek refinement in the aesthetics of the “Tangible” esthetics culture.
Ⅱ The brand value for instilling a logo representative of the Hakka dietary image.
Ⅲ The success of the Hakka dietary industry hinges on government policy--the Hakka restaurants’ certification and evaluation

並列關鍵字

Image；Hakka Dietary Image；Integrated Marketing Communications

參考文獻

田祖武、魏上凌、李美慧（2005），〈整合行銷傳播績效指標之建構與衡量〉，《行銷評論》，第2卷，第2期，頁193-217。

行政院客家委員會台灣客家文化中心籌備處（2006），《22位客家名人飲食記憶地圖》，台北縣：野人文化編著。

行政院客家委員會（2006），《2005客家美食嘉年華輯錄》，台北市：客委會。

行政院客家委員會http://www.hakka.gov.tw/

中國飲食文化基金會http://www.fcdc.org.tw/html/esp1.htm