國家森林遊樂區行銷策略之研究：以滿月圓國家森林遊樂區為例

A Study on the Marketing Strategies of National Forest Recreation Area-on the case of Manyueyuan National Forest Recreation Area

張竣傑(Chun-Chieh Chang)

指導教授 ： 張世賢

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2013年)

摘要

國家設立國家森林遊樂區就有所需要達成的政策目標。因此，國家森林遊樂區的行銷策略就不能只有一般的行銷組合4Ps，本論文加以突破，提出具有公共性的另兩個P，一個是政策(Policy)的P，另一個是公私協助夥伴(Partnership)的P。
本論文採用文獻研究法、深度訪談法、SWOT分析法，以滿月園國家森林遊樂區為個案探討的國家森林遊樂區行銷策略；分析探究個案現況後發現有1.產品具有獨特性2.欠缺登山路途休息場所及大型室內活動場所3.欠缺專業之生態導覽解說4.現有之票價具多數遊客接受度5.現有的票價無法作為策略聯盟之工具6.欠缺出入園區的交通方便性7.門票銷售系統欠缺便利性8.欠缺充沛的廣告經費編列9.具專屬資訊網頁宣傳，卻少於數位落差族群上的宣導10.欠缺策略聯盟的人才及相關規劃11.欠缺與餐飲業、旅宿業及交通主政機關等之合作12.在災防夥伴合作方面，具相當程度之作為13.生態旅遊政策作為及立場鮮明14.現場經營人力對政策內涵無法有效理解推行15.具有災防的推行政策作為。
基於本研究的發現，提出6Ps行銷應用建議15項為1. 打造獨特的品牌形象2. 增設健行遊憩時之休息設備及推展主題活動用之建築體3. 設立常態性的導覽志工或付費型導覽解說人員4. 適時修改收費標準的規定5. 票價之訂定應與周遭景點具有一致性6. 規劃、執行階段性的交通改善措施7. 擴展門票之銷售通路系統8. 結合策略聯盟業者共同作商業性廣告宣傳9. 加強非數位資訊式的園區宣傳方式10. 應設法補充具有策略聯盟之相關人才，以規劃推動策略聯盟事宜11. 截長補短的產業聯盟作法12. 應積極接洽交通夥伴互助合作13. 對於生態旅遊政策應再廣為宣傳，以更為凝聚各界之資源及焦點14. 應設置專案人力，以推行政策15. 災防政策制定可因地制宜，以供主政者參考。

關鍵字

國家森林遊樂區；生態旅遊；行銷策略組合；策略聯盟；SWOT分析

並列摘要

National forest recreation area is established to achieve certain objectives of governmental policies. Therefore, its marketing strategies require more than the usual 4Ps. In this case, this study proposes another 2 Ps: Policy and Partnership.
This study adopts Manyueyuan National Forest Recreation Area as the study subject, conducting literature review, in-depth interviews, and SWOT analysis to explore the marketing strategies of national forest recreation area. It is discovered that Manyueyuan has the following strengths and weaknesses:
1. The products are unique.
2. The recreation area does not provide facilities for resting along the tracks or huge indoor activities.
3. Professional guide of ecological system is not available.
4. Current ticket fare is widely acceptable.
5. Current ticket fare may not serve as the means of strategic alliance.
6. Traffic is not convenient.
7. The ticket system is not convenient to operate.
8. The area does not have sufficient budget for advertising.
9. Though the area has its own webpage of promotion, it conducts little campaign to the group of digital divide.
10. The area does not get talents and relevant plans of strategic alliance.
11. The area has little cooperation with companies in the catering industries, travel agents, and the competent authorities of traffic.
12. The area performs well in terms of accident prevention partnership.
13. The area possesses clear policies of eco-tourism.
14. The employees on-site have difficulty understanding and promoting the essence of policies.
15. The area has measures and strategies of accident prevention.
Based on the findings, this study proposes 15 suggestions of marketing:
1. Set up a unique brand image.
2. Establish new facilities for resting along the tracks and huge theme activities.
3. Organize regular volunteering or paid guides.
4. Modify the regulations of ticket fare.
5. Consist the ticket fare with that of the other tourist attractions in the neighborhood.
6. Plan and implement measures to improve the traffic.
7. Develop more channels of ticket system.
8. Make commercials and advertisements with companies in the strategic alliance.
9. Enhance the promotion other than the Internet.
10. Recruit talents of strategic alliance.
11. Learn from the companies in other industries.
12. Establish traffic partnership.
13. Improve the promotion of eco-tourism to attract more resources and attention.
14. Recruit project staff to promote policies.
15. Establish accident prevention policies as references for the competent authority.

並列關鍵字

national forest recreation area；eco-tour； marketing mix； strategic alliance；SWOT analysis

參考文獻

翁興利（2004），《政策規劃與行銷》。臺北：華泰文化事業股份有限公司。

黃俊英（2000），《行銷管理－策略性的觀點》，臺北：華泰文化事業股份有限公司。

黃俊英（2004），《行銷管理－策略性的觀點》，臺北：華泰文化事業股份有限公司。

許愫真（2012），《家長環境態度對自身與子女休閒活動安排之影響》，虎尾科技大學休閒遊憩研究所碩士論文。

李素馨、彭美鈴 (2004) ，〈環境態度與行為互動關係－以社區環境教育為例〉，戶外活動遊憩研究17(4)：23-41。