彰化縣文化創意產業之行銷策略研究－以「葡萄公主」為例

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Title:	彰化縣文化創意產業之行銷策略研究－以「葡萄公主」為例
Authors:	陳宥妤
Contributors:	新聞學系
Keywords:	彰化縣 Changhua County 葡萄公主 Miss Grape 整合性行銷 Integrated Marketing 城市行銷 City Marketing 個案分析法 Case Study
Date:	2012
Issue Date:	2012-11-20 09:31:46 (UTC+8)
Abstract:	自2009年開始，彰化縣開始辦理「葡萄公主」全國選拔大賽，原本僅為地方性的小型活動如今成功變成全國性注目的焦點，在2011年更突破以往活動規格，整合各種行銷方式，並透過世界各地的參賽者來替彰化形象加分、拓展彰化縣知名度及識別度，成功達成「觀光輸出」的目的。本研究主要採用深度訪談法，共訪談產、官、學界共七位專家學者，並搭配主辦單位提供之次級資料，以2009、2010及2011年的彰化縣「葡萄公主」全國選拔大賽為個案，並引用整合性行銷及城市行銷等文獻進行分析。最後，針對個案的行銷策略本研究提出四點建議：（1）善用網路媒體等網路行銷工具、（2）整合資源與異業結合、（3）進行階段式的行銷活動與策劃、（4）增加文化價值面向，以期能對相關單位日後進行文化產業的行銷活動有所助益。本研究結果與建議，將有助於彰化縣政府與相關產業業者之未來相關活動之參考依據。 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.
Appears in Collections:	[Department of Journalism & Graduate Institute of Journalism] thesis

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