The Executive Yuan of Taiwan has launched many policies to encourage the county and city governments to develop their own different festivals. This new movement has pushed the festival industry, a new subsidiary industry of MICE, to a new phase of rapid growth. However, from 2005, the development of festivals in Taiwan has met some problems and hazards after a rapid growth in quantity and scale. It will be very helpful to enhance the quality and competitiveness and to develop the internationalization of Taiwan festivals if we can analyz and research the developing processs, key success factors and developing strategies of Taiwan festivals industry. A successful festival not only consists of good planning and execution but also the attractive and unique topic and content. Therefore, it will become an important topic for research on key success factors of Taiwan festivals. This research will focus on three different cases of festivals, Pingtung Bluefin Tuna Cultural Festival, Kaohsiung Lantern Festival and Kaohsiung International Container Arts Festival. Some key success facets and factors of festivals will be analyzed by AHP(Analysis Hierarchy Process). The interviewees include festival industry corporations, governments and non-profit organazations. The quality analysis and AHP questionnaire has been used to analyze the key success factors and the key points of managing Taiwan festival. At last, this research also discussed the competitiveness of whole festival industry in Taiwan by using the tools of Diamond Model of Competitiveness of Michael Porter. We also summarized many experts¡¦ viewpoints to a six developing strategies, those are developing a systemic research on festivals, enforcing the planning and management of festivals, setting rules of festivals and festival organizations, promoting festival brands, enriching the interchanges of international zones, and enforcing variable marketing and promotions. Seven developing trends of internationalization, marketing, uniqueness, industrilization, variablization, centralization and regulationalization have also been presented. It will be very meaningful and helpful if some useful strategies and directions have been used from this research by the governments, corporations, and other parties that involved in the festival industry in Taiwan.

The master thesis is undertaking marketing research for company XXX, Ltd. which is providing hobby groups for children in kindergartens. This master thesis is specifically focused on marketing research of a new market Hodoninsko. This thesis is including analysis of external and internal environment, comparison of the plan with reality and proposals of how to improve the company operations.