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題名 | 地方政府辦理地區行銷之策略與影響分析--以新北金山甘藷節為例=An Analysis on Local Marketing Strategy and Impact--A Case Study of the New Taipei Jinshan Sweet Potato Festival |
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作者姓名(中文) | 許芳瑋; 陳思先; | 書刊名 | 中國行政評論 |
卷期 | 24:2 2018.06[民107.06] |
頁次 | 頁25-54 |
分類號 | 991.7 |
關鍵詞 | 地區行銷; 節慶活動行銷; 新北金山甘藷節; 行銷策略; Local marketing; Festival event marketing; The New Taipei Jinshan Sweet Potato Festival; Marketing strategies; |
語文 | 中文(Chinese) |
中文摘要 | 新北金山甘藷節是以地方農特產品做為主軸之節慶,開辦至今已有十六年的歷史,以地方性節慶來說,能年年舉辦不間斷實屬不易,其行銷力及延續力值得探討。本研究從地區行銷、節慶活動行銷等理論進行文獻探討,以新北金山甘藷節為個案研究對象,採取深度訪談法蒐集實證資料,希冀瞭解地方政府辦理節慶活動之行銷策略,及其對地方發展之影響。本研究採取行銷4P+夥伴行銷策略,對新北金山甘藷節行銷策略進行分析,研究發現,其產品策略主打其優質甘藷,並在價格上揚之現象,反映出該活動對地區產物所造成的正面影響;在定價策略上,則將產品價格及隱形價格(消費者參與活動的隱藏成本)一同納入考量,價格設定在使消費者能接受的範圍之內;通路策略則包括有資訊通路及活動參與之交通設計,雖然主辦單位都有建置相關通路及宣傳措施,惟受訪者大多表示仍有進步空間,尤其是停車位的設置上,多有微詞;促銷及銷售策略上,歷年新北金山甘藷節往往舉辦一系列的活動,並與多元策略夥伴進行合作(包括地區學校、地方藝術家、企業、在地組織等),雖可藉由多元參與者的投入提升推廣效益,惟部分受訪者認為這樣反而失去了在地性特色。 |
英文摘要 | The New Taipei Jinshan Sweet Potato Festival is one of Taiwan's famous festivals based on local agricultural products. It's not easy for a local festival that held annually with a 16-year history, and thus it's worth to exploring the marketing and sustainability strategies of the festival. This study undertook literature reviews relevant to local marketing and festival events marketing. Aiming at the case study of the New Taipei Jinshan Sweet Potato Festival, the authors used the methods of participating observation and intensive interview to carry the evidence-based research. The marketing 4P strategies as well as partnership strategies were employed to analyze the festival marketing dynamics. The research findings indicated that the product strategies was concentrate on marketing "the high quality" feature of the Jinshan sweet potato. The price of the sweet potato went up as a positive result from the marketing activities. The price strategies were dependent upon the combination of the product price and the hidden price when consumers participated in the activities. The final decisions of the price should be acceptable by the consumers. Place strategies included the discussion of information dissemination flows and the accessibility of the activities. However, some interviewees complained about the lack of parking space during the event occurred. Promotion strategies emerged from a series designs of champions and activities as well as the collaboration of partnerships (including local schools, artists, private sectors and community organizations). The various participant involvement enriched the dynamics of the festivals, nevertheless some comments claimed that the characters of the multi-element were too overwhelming to display the local distinguishing features. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。