臺北縣客家文化園區行銷策略之研究

Sales and Marketing (S&M) Strategies for the Hakka Cultural Park in Taipei County

吳佳欣(Chia-hsin Wu)

指導教授 ： 陳定銘

國立中央大學/客家學院/客家政治經濟研究所/碩士(2008年)

摘要

近年來由於國人重視休閒旅遊的風氣日盛，興起了一股休閒風潮，而政府也興建許多類型的博物館，提供民眾休閒遊憩的較佳去處，而此對社會經濟的效益與保存當地文化，有實質的助益。但在眾多的休閒事業中，博物館要如何使用行銷策略達到經營目標，這是博物館經營者所需重視的課題。
本研究以臺北縣客家文化園區為例，透過文獻檢閱、深度訪談、問卷調查法等研究方法，並對客家文化園區之優勢、劣勢、機會、威脅(SWOT)作分析，且依據客家文化園區組織使命，作市場區隔、訂定目標市場、運用行銷組合策略，達成園區任務。研究發現，臺北縣客家文化園區的內部現況，包括：組織規模發展受限；政府補助是唯一收入來源；園長與工作人員異動頻繁；餐廳、商店委外經營，喪失主導權。外部發展則為：社區為博物館事業磐石；開發企業贊助可行性；在地特有產業合作，共同打造形象；各級學校、客家文化館建立資源共享機制；媒體互動危機；利用節慶事件宣傳，具有短暫提升效果。本研究建議臺北縣客家文化園區應朝向多元永續的經營發展，且研擬適合臺北縣客家文化園區的行銷策略，以作為臺北縣客家文化園區未來營運及行銷之參考。

關鍵字

客家文化園區 ； 行銷理論 ； SWOT分析 ； 行銷策略

並列摘要

Due to ever-increasing emphasis which Taiwan residents place on leisure and travel, a recreation “fad” has been created. Museums have thus been put in place as additional gathering spots for the general public; in all fairness, such efforts by authorities do aid in reinvigorating regional economic vibrancy, as well as continuant expansion of local culture. Nevertheless, among all available choices for leisure activities, how museums can strive to achieve predetermined operation goals, through effective application of marketing strategies, becomes then a crucial subject deserving further studies for the museums.
This research shall use the case of the Hakka Cultural Park in Taipei County as sample module. Employing the SWOT analysis methodology, via a series of different tools, such as: Literature review, in-depth interview, and survey questionnaire; achieving evaluations for aspects of: Advantages, disadvantages, opportunities, and potential threats. The research also practices market segmentation and market targeting under the usage marketing strategies, in order to achieve the mission of the Hakka Cultural Park. The result shows the internal status quo of the Cultural Park, including limitation of growth, source of income, changing of staff, and lacking of dominance; while the external expansions are to explore communities and possible sponsors, to cooperate with local industries and the mass media, to share resource with schools and museums, and to advertise during holidays. Research outcome shall be the basis for comprehensive suggestions to the Hakka Cultural Park to conduct a multiple and everlasting business. Most ideal proposals would finally be put forth of relevant marketing strategies for the Hakka Cultural Park in Taipei County, data which is to be served as reference material for future operation.

並列關鍵字

SWOT analysis ； marketing strategies ； Hakka Cultural Park ； marketing theory

參考文獻

張振明譯，Philip Kotler著，2004，《行銷是什麼》。台北：城邦文化事業股份有限公司。

陳定銘，2007，《非營利組織、政府與社會企業：理論與實踐》。台北：智勝文化事業有限公司。

劉真如譯，Philip Kotler著，2005，《科特勒行銷金律》。台北：城邦文化事業股份有限公司。

王維梅，1999，〈國立自然科學博物館行銷經驗之實務探討〉，《博物館學季刊》，第13卷，第3期，頁11-20。

吳秋慧譯，Claus Kapplinger著，1999，〈博物館建築與行銷〉，《博物館學季刊》，第13卷，第3期，頁39-42。