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    题名: 兩蔣文化園區行銷策略之研究-兼論其對客家文化園區的啟示;A Research on the Marketing Strategy of Culture Resort of the Chiangs and its Enlightenment for Hakka Cultural Park
    作者: 呂春嬌;Chun-chiao Lu
    贡献者: 客家政治經濟與政策研究所在職碩士專班
    关键词: 去蔣化;兩蔣文化園區;地方行銷;客家文化園區;文化產業;Places Marketing;Hakka Cultural Park;Cultural Industry;The Culture Resort of The Chiangs;Sublateness of the Chiangs
    日期: 2008-05-12
    上传时间: 2009-09-22 10:03:56 (UTC+8)
    出版者: 國立中央大學圖書館
    摘要: 兩蔣文化園區的規劃及成立是於政黨對立、族群分裂明顯之際,本研究以「國家政策發展」、「文化保存」、「觀光發展」三個層面探討文化園區發展的潛力,以文獻分析法、參與觀察法、深度訪談法取得研究資料,經由SWOT分析了解園區發展優勢、劣勢、機會點及威脅點,參考策略矩陣及相關案例研擬最適行銷策略,提供相關單位參考。研究發現如下: (1) 兩蔣文化園區蘊含豐厚歷史內涵、豐富生態資源,是一適合朝向文化、生態、觀光發展的新興景點。(2)以「地方行銷」為前提的策略規劃,將地方當成產品,以建立地方形象,行銷地方特色,創造地方吸引力為主,產品的規劃是重要的著力點。(3)文化產業行銷著重體驗,以說故事的方式闡述文化產品的內涵,更能彰顯文化產品的生命力、價值性和趣味性。(4)以「名人效應」、「總統陵寢」為價值的觀光景點,兩蔣文化園區是台灣唯一具代表性的品牌,應善用此一優勢,發展「名人旅遊」。(5)兩蔣文化園區深受意識形態的影響,如何減少政治干預,成為永續的觀光景點,是一個應嚴肅面對的課題。(6)重視文化遺產,保存歷史文化資產是人類共識,真實性、完整性、永續性是發展原則。而近來對於客家文化園區被評為營運不利、績效不彰之現象,也以兩蔣文化園區為例,提出看法和建議,期能在相互激盪下,彼此截長補短,尋找最適合的行銷方法,使各類文化園區都能發揮最大的效用。 The planning and development of the Culture Resort of the Chiangs came at a time when partisan antagonism and ethnic diversification was at its respective climax; therefore, this research will discuss the Culture Resort’s development potential based on “National Policy Development,” “Culture Preservation,” and “Tourism Development.” Methods of documentary analysis, participant observation, and in-depth interview will be adopted for this study to obtain research data, which will in turn be analyzed to derive developmental advantages, disadvantages, opportunities, and threats through SWOT analysis. Referential strategic matrix and related case studies will be used as to formulate the most suitable marketing strategy to serve as reference for related competent agencies. The research result reveals the following: (a)The Culture Resort of the Chiangs is an environment rich with historical content and abundant with natural resources; therefore, it is a new attraction location with developmental potential towards culture, ecology, and tourism.(b)Its strategic planning is based on “places marketing,” which turns the local characteristic into merchandise. The focal point of its products is based upon establishing its local image, marketing its local features, and creating its local appeal.(c)“Experience” is the emphasis of cultural industry. By explaining the connotation of the cultural products by ways of narrative, the liveliness, value, and amusing characteristics of these products can be further enhanced.(d)The Culture Resort of the Chiangs is an excellent example of using “celebrity effect” and “presidential mausoleum” as its primary tourist attraction. It is the only attraction spot of its kind in Taiwan, and it should grasp its uniqueness as its advantage, and develop “celebrity tourism” to its full potential.(e)The Culture Resort of the Chiangs is deeply affected by ideology. Thus, in order to develop the Resort into a sustainable tourist spot, the problem of resolving political interference is a major issue that must be dealt with the utmost seriousness.(f)As a species, we human kind should have the common sense to respect our cultural heritage, and preserve our historical culture resources with truthfulness, integrity, and sustainability as the principal of development. The Culture Resort of the Chiangs will also be used as an example to explore the phenomenon of the Hakka cultural park, which has recently been evaluated as having unsatisfactory turnovers and sub-par performances. By comparing these cultural spots, views and discussions will be proposed in hopes to extract the merits of each type of parks, and therefore come up with the most suitable marketing method for each park, so that each park may be fully utilized to its maximum potential.
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