地方文化利用整合行銷傳播推廣效益之分析─以恆春民謠為例

Analysis on the promotional benefits of local culture using integrated marketing communications –A case study of Hengchun folk music as an example

陳長勇(Chang-Young Chen)

指導教授 ： 曾士杰

義守大學/傳播與設計學院/大眾傳播學系/碩士(2019年)

摘要

本研究利用個案研究法來進行地方文化利用整合行銷傳播之效益分析，以恆春民謠為案例進行相關文獻回顧與田野調查，並歸整恆春民謠音樂節自2007年首次官辦大型行銷活動至2018年止的內容與成果討論，輔以整合行銷傳播及大數據等相關文獻資料的整理，了解目前行銷策略已由傳統的「由內而外」轉變為「由外而內」以消費者特徵做為基礎的制定方向，並透過大數據的取得與探勘來獲得目標市場的重要資料，進一步讓行銷策略更貼近市場需求，提升整體效益。
本研究發現恆春民謠經過11年的推廣，在行銷宣傳推廣上仍有許多可以努力的空間，若能妥善利用大數據及IMC的行銷方式，便可在有限的資源下將效果提升到最大，減少浪費，如此，恆春民謠的推廣才能真正走出恆春永續發展。

關鍵字

恆春民謠 ； 整合行銷傳播 ； 大數據 ； 新媒體 ； 地方文化

並列摘要

Using case study method to analyze the promotional benefits of local culture using integrated marketing communications. Using Hengchun folk music as a case study, looking back on the literature and field research results. Consolidating official marketing activity contents and result discussions since 2007 to 2018.
For classifying related literature of integrated marketing communications and Big data, concluded that the current marketing strategy has transformed from “Inside Out approach” to “Outside-In oriented approach”. Formulating directions based on the characteristics of consumers, acquire important information of target market through accessing and exploring Big Data, in order to make marketing strategy closer to the market needs, improving the overall benefits.
This study discovered that after 11 years of promoting traditional ballads in Hengchun area, there are still having lots improvement on marketing and promotional propaganda. With the proper use of Big data and IMC marketing approach, the effect should be enhanced to the max, reducing unwanted waste. This way, the development of promoting Hengchun folk music can only become sustainable.

並列關鍵字

Hengchun folk music ； IMC (integrating marketing communication) ； Big data ； new media ； local culture

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