碩士 / 國立暨南國際大學 / 公共行政與政策學系 / 103 / In the context of globalization, the development of community building, and the trends of tourism promotion, the emergence of many new festivals all over Taiwan, and try to find out the unique of their own festivals, in order to solve the difficulty by innovative marketing, and continuously and continuously develop the local industry, the economy, increase employment opportunities and enhance visibility. “HO-HAI-YAN Rock Festival” was originally from Taipei County Government in collaboration with the underground music production company, has entered the 15th so far, with the popularity gradually increased, “HO-HAI-YAN Rock Festival” has put local cultural industries to become popular. It also brings tourist and create economic benefits, with a considerable economic value. Why “HO-HAI-YAN Rock Festival” can present different characteristics and create a new topic every year? It must have its special marketing strategies, then it make the unique brand of “HO-HAI-YAN Rock Festival”, and operate on the ground for a long time. Therefore, this article is intended to explore the marketing strategy 5P about “HO-HAI-YAN Rock Festival”. The results showed that: (1) personnel marketing: it is nothing more than a successful strategy are: head of government support, to show the creative dreams of creative group; (2) product marketing: the combination of local culture, agricultural and fishing specialty and tourist attractions, in order to improve its visibility; (3) prices marketing: its advantage is free, and "creative" is invaluable, so visitors feel more receptive to its periphery price (such as transportation, accommodation and so one); (4) Location marketing: because it’s located near the train station, so it is convenient. During the festivals, it have advance planning about landmarks, shuttle and so on; (5) promotional
marketing: due to activities associated with the music itself, so organizer promote objects to passion for music and young people, and invite foreign media to visit Taiwan to film and interview, then market overseas.
Finally, this study give some suggestions about marketing strategy: (1) to enrich fishery products combine the humanities and the natural landscape, and develop festivals of a series of eat, drink, play, and fun, in order to shape the tourist image about Gongliao District; (2) the successful combination of tourism packages; (3) to highlight the activities of the original features; (4) create the basis of cultural connotation of festivals, and establish the relevant environment; (5) to promote community building, and build the ability of local management; (6) strengthen the regional strategic alliances and issue the sightseeing passport, in order to stimulate consumption; (7) through a variety of channels, extensive foreign marketing; (8) the establishment of dedicated units, and keep track of “HO-HAI-YAN Rock Festival”, to improve stakeholder satisfaction.
| Identifer | oai:union.ndltd.org:TW/103NCNU0054016 |
| Date | January 2015 |
| Creators | Pei- chuan Wu, 吳佩娟 |
| Contributors | Yu -Chang Ke, 柯于璋 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 145 |
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