本研究以新竹縣新埔鎮為研究對象,本研究目的係探索新埔鎮八處古蹟的歷史,藉此瞭解這些古蹟在客家區域中扮演的重要角色,及其對於客家族群的意義與價值。並以地方文化行銷理論為基礎,同時參考國內外文化古蹟行銷之經驗,探討地方政府如何運用其古蹟資源,結合當地客家文化來規劃地方未來行銷的發展定位。 基此,本研究主要採取三種研究方法,包括文獻探討法、深度訪談法以及SWOT分析法,探析其優勢、劣勢、機會與威脅,進一步研擬新竹縣新埔鎮客家文化古蹟之地方文化5P行銷策略,包含產品(Product)、價格(Price)、通路(Place)、推廣(Promote)、公私夥伴(Public-Private Partnership),並從短期、中期、長期三期程提出政策建議。 本研究發現: 一、古蹟價值受到政府重視; 二、地方未凝聚共識; 三、府際溝通未暢通; 四、公部門與古蹟所有權人對古蹟修繕態度不一; 五、缺乏整體性之地方文化行銷策略。
The object of this study is Xinpu Township of Hsinchu County The purpose is to discover the history of eight historic monument in Xinpu Township; understanding how these historical interests play as an important role in the HakKa area, and their significance to the HakKa group. Base on the theory of local culture marketing and experience to study how the local government could use the resources of historic monument to develop the future marketing plan with HakKa culture. Therefore, three methods will be using in the study, including documentation study, interviewing, and SWOT analysis to analyze the advantage, disadvantage, opportunity, and threat in order to draw up the 5P marketing strategy (Product, Price, Place, Promote, Public-Private partnership) of Hakka culture. From short, mid, and long term ; bring up suggestions to the government . Discovery of the Study 1. The government start to pay attention on the value of historic monument. 2. Cannot build up the common consensus between the local residents, government and owner of historic monument. 3. Cannot keeping good communications with the government. 4. government and monument owner with different attitudes of repair historic monument. 5. Lack of overall of the place culture marketing strategy.