Since 2009, Changhua County government handled the Miss Grape Contest. From an originally local small-scale activity is now successfully become a national famous event. In 2011, Changhua County government added more events and activities. At the same time, they integrated variety of marketing strategies to improve the awareness and identify the degree of Changhua County. Through a series of successful events and activities, they achieved the purpose of “tourism output”.
This study used depth-interview through seven experts who came from government, academic and News reporters; in addition, combined the secondary data that provided by the organizers, 2009, 2010 and 2011 in Changhua Miss Grape Contest for the case. Moreover, the present research referenced the integrated marketing and urban marketing literature to analyze data. Finally, there are four marketing strategies offered for this case: (1) using the Internet media and Internet marketing tools; (2) the integration of resources and horizontal alliances; (3) adopting different stages to promote the marketing activities and planning; (4) increasing the cultural value-added oriented, in order to help the relevant units for future marketing activities of the cultural industries. In conclusion, the findings and recommendations will contribute to the reference of the Changhua County government and related industries.
