地方節慶活動行銷策略--臺北縣平溪天燈節個案研究

LOACL FESTIVAL ACTIVITY MARKETING STRATEGY：PING-XI SKY-LAMP FESTIVAL ACTIVITY CASE STUDY

張玉雲(Yun-Yu 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(2008年)

摘要

「幸福 Always Happen」天燈冉冉上升，劃過夜空的光跡，呈現一幅奇幻炫麗的美景，象徵預約一整年幸福的平溪天燈，蔚成平溪鄉特有的民俗節慶活動。
2000年平溪天燈創下世界金氏紀錄，同時透過衛星連線於全球70多個國家同步轉播天燈活動，成功躍上國際舞台，帶動周邊區域的觀光產值。現在國內各地節慶活動正面臨被仿效及取代的危機，平溪天燈節卻能一枝獨秀，坐擁「北天燈」的盛名。本文研究其行銷策略之特性及其成功之原因。
本文研究方法採用文獻分析法及深入訪談法，訪談與辦理平溪天燈節有關之臺北縣政府、平溪鄉地方產業界、當地居民等具代表性人員11人。
本文研究發現為：除平溪天燈節之地方特色無可複製、無可取代外，地方人士熱誠的配合參與，行銷策略抓住人性內心的吶喊，在每年元宵節點天燈，許願、祈福，為其行銷策略成功之關鍵。本文研究結論提出：地方節慶活動行銷策略，要深深鑲嵌在人性內心的祈求上。

關鍵字

平溪天燈、地方節慶、行銷策略、許願祈福

並列摘要

“Happiness is always Happening” while sky-lamps slowly are flying into sky, and drawing a lighting track in the dark sky, and presenting one marvelous bright and dazzling beautiful scenery. This symptom can make whole year of happiness through Ping-Xi Sky-Lamp which is a special folk custom festival activity.
Ping-Xi Sky-Lamp created a Genius World Record in year of 2000 and went through Satellite to relay a TV broadcast into over seventy countries around the world. This activity was jumping into international platform. It brought Ping-Xi area to have a good tourism value. Currently, many of local festival activities were faced with crisis by duplicating or replacing around the Taiwan but Ping-Xi Sky-Lamp is still outshining others and have famous named “Northern Sky-Lamp”. This article is researching about its marketing strategy and successful factors.

The methods of this study are literature analysis and deep interview with 11 persons who held Ping-Xi Sky-Lamp festival , including Taipei County office, Ping-Xi local industry and local residents.

This study finds: The key successful factor of Ping-Xi Sky-Lamp Festival activity is that the symbolism of light Sky-Lamp to make wish and pray for blessings ,which can’t be duplicated and replaced, and can catch people’s feeling that are shouting from their mind inside.

The conclusion of this study is: the local festival activities of marketing strategy must come from people’s deep inside of heart for praying fortune.

並列關鍵字

Ping-Xi Sky-Lamp, Festival activities, marketing strategy, pray for blessings

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