dc.description.abstract | Due to ever-increasing emphasis which Taiwan residents place on leisure and travel, a recreation “fad” has been created. Museums have thus been put in place as additional gathering spots for the general public; in all fairness, such efforts by authorities do aid in reinvigorating regional economic vibrancy, as well as continuant expansion of local culture. Nevertheless, among all available choices for leisure activities, how museums can strive to achieve predetermined operation goals, through effective application of marketing strategies, becomes then a crucial subject deserving further studies for the museums.
This research shall use the case of the Hakka Cultural Park in Taipei County as sample module. Employing the SWOT analysis methodology, via a series of different tools, such as: Literature review, in-depth interview, and survey questionnaire; achieving evaluations for aspects of: Advantages, disadvantages, opportunities, and potential threats. The research also practices market segmentation and market targeting under the usage marketing strategies, in order to achieve the mission of the Hakka Cultural Park. The result shows the internal status quo of the Cultural Park, including limitation of growth, source of income, changing of staff, and lacking of dominance; while the external expansions are to explore communities and possible sponsors, to cooperate with local industries and the mass media, to share resource with schools and museums, and to advertise during holidays. Research outcome shall be the basis for comprehensive suggestions to the Hakka Cultural Park to conduct a multiple and everlasting business. Most ideal proposals would finally be put forth of relevant marketing strategies for the Hakka Cultural Park in Taipei County, data which is to be served as reference material for future operation. | en_US |