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The Application of Integrated Marketing Communication of Film Promotion Strategy in Kaohsiung - The Case of 2009 Kaohsiung Film Festival

Kaohsiung, developed from many heavy industries, was described as a cultural desert. The Kaohsiung City Government has tried to change the image and to build a civilised city in the recent years by drawing up new policies, including transportation, arts, tourism, film and television. The triumphs of the trendy drama "Black and White" and the film "NO PUEDO VIVIR SIN TI," which won prizes from Golden Bell Award and Golden Horse Award individually, became successful city marketing strategies promoting Kaohsiung through the film and television industry.
In order to encourage the cinema culture industry, Information Bureau of Kaohsiung City Governmenat found Kaohsiung Film Archive and held Kaohsiung Film Festival. The goals of this festival are not only to proclaim the art and culture, but also to enhance audiences¡¦ chances to watch different kinds of movies. This study is focused on how to apply the communicate tools to reach these audience and what the strategies to choose.
By using "2009 Kaohsiung Film Festival" as a case, this study exam it¡¦s marketing strategy with the theory of integrated marketing communication. Some in-depth interviews are conducted to collect crucial information. The purposes of this study include: (1) to understand the current situation and promotion results of Kaohsiung Film Festival; (2) to analyze "2009 Kaohsiung Film Festival" with integrated marketing communication. After the analysis, it will also provide some suggestions to the festival.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0215111-151558
Date15 February 2011
CreatorsWu, Hui-Yin
ContributorsKuang-Wu Koai, Wan-Long Hong, Hung-Hui Lu
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0215111-151558
Rightsnot_available, Copyright information available at source archive

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