鐵道文化產業整合行銷傳播之研究─以三義舊山線為例

A Study on the Integrated Marketing Communication of the Railway Cultural Industry：Taking the Sanyi Old Mountain Line Railway as an Example

徐毓宏(Yu-hung Hsu)

指導教授 ： 周錦宏

國立中央大學/客家學院/客家政治經濟與政策研究所在職碩士專班/碩士(2008年)

摘要

三義舊山線鐵道位於客家人口密集分佈的地區，且鐵道的開發與當地客家人生計有著密不可分之關係，而鐵道的歷史文化內涵具有促進多元文化認同與觀光發展的雙重功能，亦具有吸引跨地域與跨族群的魅力，故客家文化的行銷傳播，可藉由整合鐵道文化與自然生態景觀等來做策略性行銷，進而影響不同族群的認同與支持。基此，本研究透過整合行銷傳傳播理論之運用，以行銷傳播工具、地方文化產業資源、利害關係人等三大構面之整合，來探討民間與政府推動三義舊山線鐵道文化產業所遇到問題為何，俾利進一步提供未來整合行銷傳播的發展方式。研究設計係以利害關係人為主，透過文獻分析、深度訪談與問卷調查，冀望綜合歸納鐵道文化產業整合行銷傳播發展的策略規劃模式。
研究的主要發現，三義舊山線鐵道文化產業之內涵，係以鐵道文化為核心，加入客家文化、人文地景與自然生態，以及其周邊因鐵道文化而興起的商業行為，形成密不可分的產業。且經由前述本研究的三大整合構面，依Michael E. Poter所提出「價值鏈分析模式」為依據，可進一步發展三義舊山線鐵道文化產業之整合行銷傳播的價值鏈模式圖，其主要以客家文化、鐵道文化及自然生態景觀的為根基，而由行銷傳播工具、地方文化產業資源及利害關係人等整合構面為支援的基礎上，來創造優異的行銷績效。最重要的是此種整合之過程，是以「文化」為鐵道文化產業最大的加值元素。

關鍵字

三義舊山線 ； 鐵道文化產業 ； 整合行銷傳播 ； 地方文化產業 ； 客家文化

並列摘要

The Sanyi Old Mountain Line Railway is situated in an area with a high concentration of Hakka peoples. The development of the railway is therefore closely linked with the life of the local Hakka peoples. The historical and cultural connotations of the railway contribute to both the cultural identity and the development of the tourist industry, endowing it with a charm which is cross-regional and beyond ethnic boundaries. The marketing and promotion of Hakka culture, therefore, can be conducted through strategic integration of the railway culture and the natural ecology and scenery, thereby winning recognition and support from people of different ethnic groups. Considering the above, we try to probe in this dissertation the problems encountered by government and private agencies when promoting the railway cultural industry of the Sanyi Old Mountain Line Railway, for which we have adopted integrated marketing communication theory and considered the three key phases including marketing communication instruments, resources of the local cultural industry and stakeholders. The purpose is to work out a development model for integrated marketing communication efforts in the future. The research focuses on the stakeholders,. Through documentary analysis, in-depth interviews and questionnaire surveys, we aim to work out a strategic plan for the integrated marketing communication of the railway cultural industry.
From the important research, we understand that commercial activities surrounding the Sanyi Old Mountain Line center on railway culture, which, along with local Hakka culture, arts, landscape, and natural ecology, as well as peripheral commercial activities, develop into a closely-interrelated railway industry. Through the three key phases mentioned above, we can further develop a value-chain model for integrated marketing communication in accordance with the “Value-Chain Analysis Model” of Michael E. Poter. The model is built up on the basis of local Hakka culture, railway culture and the local ecological scenery, further supported by the three integrated phases of marketing/promotion instruments, local cultural resources and stakeholders, thereby creating outstanding marketing performance. The most important fact is that “culture” has been reckoned as the key value-adding element in the integration process.

並列關鍵字

Railway Cultural Industry ； Hakka Culture ； Sanyi Old Mountain Line Railway ； Integrated Marketing Communication ； Local Cultural Industry

參考文獻

廖健竣，2004，《鐵道觀光化對台鐵平溪線營運影響之研究》，國立臺灣大學土木工程學研究所碩士論文。

林金定、嚴嘉楓、陳美花，2005，〈質性研究方法：訪談模式與實施步驟分析〉，《身心障礙研究》，第三卷第二期，頁122-136。

吳淑華，2004，〈展示構成與觀衆行為之研究：以台灣鐵道之旅特展為例〉，《科技博物》，8卷3期，九月，頁3-31。

陳智文譯，Dawn lacobucci ＆ Bobby Calder合編，2007，《凱洛格管理學院整合行銷理論與實務》，台北：華泰文化事業股份有限公司。

陳麗君，2005，《台灣鐵道文化資產整合發展之探討》，國立成功大學建築學研究所碩士論文。