In 2009 Ministry of Economic Affairs promoted Local Progressive Business District Programme, and the Department of Commerce of this ministry supervises the first Image Business for aboriginal, the Paiwan, in Sandimen Township. With regard to research motivation, the research project is designed to study this case to understand the marketing strategies of the Image Business District for aboriginals to match the purpose of bettering the current programme.
The research consists of three main variables¡Xthe concept of local marketing strategies (including public participation, label strategies, promotion strategies, and chain strategies), the concept of the image business district (including official planning, the appearance of town, the characteristic of product, and festival), and the consumer¡¦s preference. In addition, this research is applied Delphi to carry out mock survey for the experts in the beginning to test the quality of questionnaire, and disseminate it to visitors to start off real survey later. Visitors to the Image Business District for aboriginal in Sandimen Township will be requested to fill in questionnaire, and this research disseminate 300 questionnaires, and 160 of them are returned. The percentage of questionnaires returning reaches 53.3%.
This study employs the statistic software, SPSSI 12.0, to carry out Analysis Reliability, T test, One-Way ANOVA Analysis, and Regression Analysis, and the empirical results appear as following:
1. Visitors, who fill in questionnaire, agree with public participation and promotion strategies, and accept the official planning as well.
2. Visitors, who fill in questionnaire, agree with public participation and promotion strategies, and accept the appearance of town as well.
3. Visitors, who fill in questionnaire, agree with label strategies, production strategies, and chain strategies, and accept the appearance of town as well.
4. Visitors, who fill in questionnaire, agree with public participation, promotion strategies, label strategies, production strategies, and chain strategies, and accept and support festival better.
5. Visitors, who fill in questionnaire, agree with the official planning, the appearance of town, and the characteristic of product, and accept consumer¡¦s preference better.
6. Visitors, who fill in questionnaire, are categorised into different research groups by reason of their age, marital status, education, income, and occupation. No doubt, their different backgrounds are research variables. Furthermore, their attitudes toward the concept of local marketing strategies are various significantly. The hypothesis exists.
7. Visitors, who fill in questionnaire, are categorised into different research groups by reason of their age, marital status, education, income, and occupation. No doubt, their different backgrounds are research variables. Furthermore, their attitudes toward the concept of image business district are various significantly. The hypothesis exists.
8. Visitors, who fill in questionnaire, are categorised into different research groups by reason of their age, marital status, education, income, and occupation. No doubt, their different backgrounds are research variables. Furthermore, their attitudes toward the consumer¡¦s preference are various significantly. The hypothesis exists.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0829110-173548 |
| Date | 29 August 2010 |
| Creators | Kuei, Yi-Feng |
| Contributors | Jia-Hsi weng, Gow-Liang Huang, Liang-Jian Lee, Shan-Non Chin |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0829110-173548 |
| Rights | restricted, Copyright information available at source archive |
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