文化創意產業是國際潮流下的新思維，其揉合歷史文化的保留，並經由現代化的產銷經營模式與文藝思潮的創作，發展出一套活絡文化資產，提供充份體驗與認知的產業運作方法，使得社區與顧客皆能夠享受優質的文化生活，同時藉由文化創意締造地方產業的永續發展。富函客家文化及地方特色的新屋鄉，在發展客家文化創意產業之際，應透過行銷策略之規畫，提高其產業的競爭力。基此，本研究透過SWOT分析理論探析新屋鄉發展客家文化產業之優勢、優勢、劣勢、機會與威脅，並發現目前行銷策略所呈現之問題所在，俾利進一步提供未來規畫行銷策略之建議。研究設計係以政策決定者及利害關係人為主，透過文獻探討、參與觀察法、深度訪談法，冀望綜合歸納新屋客家文化創意產業最適之行銷策略模式。 研究主要發現客家文化創意產業與客家文化保留、生態維護有著正向循環之關係，而行政院客家委員會推行之客庄普查更有利於客家文化保留及客家文化創意產業發展。是故新屋鄉應趁此以客家文化為核心，將其人文地景與自然生態，依新屋客家文化之旅組合模式發展出「客家文化旅遊套裝行程」。並透過妥善的行銷策略進入文化創意產業的藍海市場，以達到經濟與文化兩相平衡的永續發展。 The culture and creative industry is a new thought of the international trends. It preserves the historic culture and develops a series of culture property through the modern production and marketing management model as well as the literature and arts creation to provide a industrial operating method with sufficient experience and perception to allow community and customers to enjoy the quality culture life meanwhile creating the sustained development of local industry through the culture creation. Since Hsinwu Township has rich Hakka culture and local characteristics, it should improve its industrial competitiveness with regard to the development of Hakka creative industry through the marketing strategic planning. As a result, this study discussed the advantages, disadvantages, opportunities and threats of Hsinwu Township’s Hakka culture based on the SWOT analysis, found the issues of current marketing strategy and further provided recommendations for future marketing strategic planning. The design of this study targeted on the strategic decision makers and stakeholders. It is hoped that the optimal marketing strategic model for Hsinwu Hakka culture industry can be summarized through literature review, participant observation and in-dept interview. The major finding of this study shows that the Hakka culture and creative industry is positively correlated with Hakka culture preservation and ecology maintenance. In addition, the Hakka village survey implemented by Council for Hakka Affairs is beneficial for Hakka culture preservation and Hakka culture and creative industry development. Indeed, Hsinwu Township should take this advantage to develop a “Hakka culture tour package” according to its humanism, landscape and natural ecology as well as the combination of Hsinwu township Hakka cultural trip. Based on the proper marketing strategy, it is expected that Hsinwu Township can enter the blue ocean of the culture and creative industry to achieve a balanced development between economy and culture.
