宜蘭國際童玩藝術節行銷策略之研究

A Study on the Marketing Strategy for I-Lan’s International Children’s Folklore ＆Folkgame Festival in Taiwan

莊嘉惠(CHIA-HUI CHUANG)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理學系碩士班/碩士(2005年)

摘要

近幾年來，各縣市逐漸結合地方特色與戶外遊樂的方式發展新休閒活動方式，藉由地方縣市政府的經營、宣傳與推廣，形成地方特有的文化。宜蘭國際童玩藝術節為台灣公辦文化活動最有特色的節慶，2002年遊園人數高達九十萬七千三百九十人次(2003年SARS停辦)，其採用何種行銷策略才有如此佳績？可採取何種策略使其永續發展。
本論文藉由瞭解遊客在體驗宜蘭國際童玩藝術節之後，分析遊客對行銷策略的滿意程度與重視程度是否隨其屬性不同而有所差異；並且，提出一套行銷策略建議，供主辦單位參考。
本研究首先以歷史回顧法整理童玩節發展歷程，探討過去的行銷策略，再針對2004年童玩節的遊客進行調查，共發放問卷600份，回收有效問卷501份，採用敘述性統計、變異數分析、羅吉特分析，以探討遊客旅遊特性、對遊客選擇再次前往童玩節之影響因素進行實證。
最後，本研究根據分析結果，從遊客的觀點瞭解目前行銷策略的優缺點，提出未來確實可行的行銷策略供主辦單位參考，建議如下：一、產品策略方面(一)設計具有童玩意涵的內容(二)加強安全措施(三)提高專業服務。二、價格策略方面 (一)降低票價且做公益(二)採取各項定價法(三)結合旅遊業者套裝行程。三、通路策略方面 (一)設立旅遊資訊網(二) 增闢活動區且開拓連外道路(三)行駛區間專車。四、推廣策略方面 (一)出版旅遊專書(二)廣告力求活潑並贈送紀念品(三)增加國外觀光客。

關鍵字

童玩節 ； 行銷策略 ； 羅吉特分析

並列摘要

In recent years, each city and county in Taiwan has gradually developed a new recreation activity style in which each of them combined its local characteristics and its outdoor recreation. With the advertising and promoting by the local governments, all cities and counties are forming their particular characteristic of local culture. I-Lan’s International children’s Folklore ＆ Folkgame Festival is one of the most successful state-run activities in Taiwan and the number of visitors to the activity in 2002 amounted to 907,390 persons. What kind of marketing tactics did it adopt to reach such an impressive performance? And what else strategy can it be used to sustain the activity and develop the further potential market?

After understanding the visitors’ experience to I-Lan International children’s Folklore ＆ Folkgame Festival, this thesis did some statistics analysis to see if the visitors’ satisfaction and consideration to the marketing strategy are obviously different from the demography. Besides, this research also proposed a set of suggestion of marketing strategy as a reference for the sponsor, and hope to help the I-Lan’s International children’s Folklore ＆ Folkgame Festival continue on and on.

First of all, this thesis organized the development of children’s Folklore ＆ Folkgame festival by the historical research to study the marketing strategies in the past. There were 600 questionnaires sent out and retrieved 501 effectives. Then Descriptive statistics, Analysis of Variance and Logit model were used to analyze the result of the questionnaire. By those analyses, the research emphasized on the study of the visitors travel characteristics and on how the factors influence visitors to revisit the festival.

Finally, according to the analysis results, this thesis proposed a set of feasible marketing strategy for the sponsor: 1. Product Strategy: (1) Design the childish-meaning toys or games which are subjected to their essential content. (2) Strengthen safety measure (3) Raise the professional service 2. Price Strategy: (1) Reduce the admission fee for public welfare (2)Adopt the flexible price (3)combine the price with the different journey events. 3. Place Strategy: (1) Increase the areas for activities and establish the roads to connect outside field (2)Provide the shuttle buses (3) Set up Travel Information website 4. Promotion Strategy: (1) publish travel guides for Children’s folklore festival (2)Produce the vivaciously advertisements and give the visitors related mementos as presents (3) Attract foreign tourists.

並列關鍵字

Children’s Folklore ＆ Folkgame Festival ； Marketing Strategy ； Logit Model

參考文獻

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