台灣地方行銷活動成效之後設分析

THE META-ANALYSIS ON ASSESSMENT OF LOCAL MARKETING ACTIVITIES

周育伶(YU-LING CHOU)

指導教授 ： 羅清俊

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2011年)

摘要

台灣每年有100個以上的活動，要如何吸引到消費者﹖而政府在債台高築下，又要如何在有限的經費下，創造無限的可能呢﹖政府舉辦地方活動要求的不只是與現在或潛在的顧客溝通(運用廣告及公共關係來宣傳)，也必須要發展一項好產品(活動要創新)、訂出吸引人的價錢(決定門票要多少錢)、以及和民間企業相互合作(公私協力關係)，而所有的溝通活動必須調和融入且協調得宜。本論文藉由「後設分析法」的系統整合特性，彙整相關的文獻，來探究台灣地方行銷活動的成效。
首先，就國內相關文獻的基本資料分析，可知論文出版近年來有研究數量下滑的現象；論文研究範圍相當廣泛，但以「管理學」領域為主；舉辦縣市以宜蘭縣、屏東縣為最多；活動性質以文化藝術推廣類、推廣農產品及食品類為最多。
接著，從影響地方行銷成效的因素中可知，活動行銷運用廣告與公共關係宣傳，且同時使用2種或2種以上不同的類型；活動門票收入與創新新度的比例並不高；大部分的活動運用公私協力，其中以公部門主辦為多數，而兩者之間的緊密度又以協力關係最多
最後，在影響地方成效因素的交叉分析方面，可知使用廣告確實會造成雙贏，然而並沒有特定的宣傳方式可以決定是否能夠雙贏；公共關係雖不是每個活動都適用，但公關有時也會有驚人的效果；多數的活動運用公私協力，且為公部門主辦，但緊密度才是影響雙贏最重要的因素。
台灣的美並不在於美麗的風景、美味的食物，而是隱藏在背後的故事、深刻的文化，無論是鄉村或城市；或是山、是水還是人文風情，都應該尋找和發揮自己的優勢，結合當地的特色，才能夠借助舉辦節慶活動來創造無限的商機，帶動永續性的城市發展。

關鍵字

後設分析、行銷活動

並列摘要

How to attract consumers under more than 100 activities held every year in Taiwan? How to use limited budget to create infinite possibility under the Government in debt? Requirements of local activities organized by the Government are not only for communication with current or potential customers (the use of advertising and public relations to promote), but also for developing a good product (innovative activity), sell out a profitable price (tickets income), as well as mutual cooperation with the private sector (public-private partnership relationships). So, all activities must be integrated and coordinated systematically. The paper by "meta-analysis" of system integration features archives the relevant literature to explore the effectiveness of Taiwan's local marketing activities.
First, by papers of domestic data analysis, I find the number of papers published in recent years are on a decline; a wide range of research papers are "management -based"; local activities are mainly at Ilan County and Pingtung County; activities aim to promote culture, art, agricultural and food as well. Then, from the impact of factors, we can see the effectiveness of marketing, use of marketing advertising and public relations, and use of more than 2 different types; event ticket sales and innovative is not enough; public-private partnership are widely used and organized in the public sector, and the tightened relations are mainly on public-private partnership.
Finally, the cross-analysis shows that advertising does create a win-win but there is no specific form of publicity that can decide whether a win-win; public relations activities are not necessary for every activity, but sometimes public relations can do wonders; most activities use public-private partnership and are organized by the public sector, but the tightness is the most important factor affecting a win-win.
Taiwan's beauty is not on its beautiful scenery or delicious food, but on the story hidden behind, and profound culture, whether rural or urban; mountains, water or cultural customs should be discovered and exerted their advantages. With local characteristics, we are able to organize festivals to create unlimited business opportunities for the sustainability of urban development.

並列關鍵字

META-ANALYSIS、 MARKETING ACTIVITIES

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