文化行銷係2010年後非常熱門的議題,文化產業的興起以及受到重視,文化產業包含音樂、舞蹈、雕塑、傳統民俗藝術等…,如何有效的在文化產業中進行有效的行銷是許多研究欲探討的問題,本研究首次採用個案研究法並運用體驗行銷於台灣民間宗教信仰文化產業中,係因本研究認為宗教信仰文化產業的吸引力在於其讓信眾獲得心理上的滿足,所以在宗教信仰主體與信眾的接觸上就顯得異常重要,且本研究推估媽祖宗教信仰具有基本一千四百萬人的信眾支持規模,具有相當大規模經濟效益與發展空間,故本文由文化部文化資產局目前授證的四個國家重要民俗中,選擇出彰化『南瑤宮』來做檢視與分析。 本研究採用Schmitt於1999年所提出的體驗行銷概念中的觀看(See)、聆聽(Hear)、參與(Participate)的消費者參與過程,進而刺激和啟動消費者的感官(Sense)、情感(Feel)、思考(Think)、行動(Act)並建立與媽祖宗教信仰的關聯(Relate),並輔以個案觀察研究法,來檢測彰化『南瑤宮』現有的行銷推廣手法,是否有達到預期的效益,並於本文最後提出未來發展的建議,以達到擴大信眾群、維持現有信眾忠誠度以及降低信眾年齡層的終極目標。
Cultural Marketing is a popular issue after 2010 and needs more research to show its significance in industries related to culture. . This study tries to use Experimental Marketing in a cultural related religion in Taiwan.. In this culturally related religion, the main purpose for believers is to allow them to satisfy their psychological needs. The purpose of this study is to investigate the marketing strategy of Changhua NaoYao Temple with a particular emphasis on experiential marketing. This study intends to verify that experiential marketing, in this particular case, can increase the population of believers, attract younger believers, and reduce the average age of believers. Experiential marketing includes see, hear, participate, feel, think and act. See, hear and participate can ignite the participant’s feeling about Mazu. Feel, think, and act can allow the participants to connect and relate to Mazu. In this case study, I examine the marketing strategy of Changhua NaoYao Temple and discuss its deficiencies. I also provide the solutions to those problems and gave some expectations and suggestions to the direction of future development of Taiwan's traditional belief so that to strengthen the position of E Changhua NaoYao Temple.