| 摘要: | 本研究並以參與觀察法、歷史文獻分析法、訪談法等方式進行，深入探討中壢慈惠堂經營策略。本研究獲得之重要研究結論有：1.中壢慈惠堂之經營策略有有：經營策略一：專精策略、經營策略二：與異類產業合作策略、經營策略三：創造信任及服務價值、經營策略四：提供信徒互補性產品與服務、經營策略五：整合性行銷策略及經營策略六：策略性人力資源管理。與2.中壢慈惠堂經營策略衍生出其行銷策略有：(1)中壢慈惠堂資源配置最適模式之行銷重點為孤寡?人照顧、醫?服務、社會輔導、賑災救助與社區志工等。(2)重視繞境進香活動。(3)強化中壢慈惠堂之節慶活動。及(4)強化數位化科技應用，因?動通訊科技可在節慶活動?銷與活動資訊提供扮演重要角色，透過以上策略得以增加信徒的依賴度。;In this study, This research is conducted in the methods of partici-pation and observation, historical document analysis, interview, etc., to deeply explore the business strategy of Zhongli Cihuitang. The important research conclusions obtained in this research are: 1. Zhongli Cihuitang’s business strategies include: business strategy 1: specialization strategy, business strategy 2: cooperation strategy with heterogeneous industries, business strategy 3: creating trust and service value, Business strategy four: provide believers with complementary products and services, business strategy five: inte-grated marketing strategy and business strategy six: strategic human resource management. And 2. Zhongli Cihuitang’s business strategy derives its marketing strategies as follows: (1) Zhongli Cihuitang’s optimal resource allocation model focuses on marketing for the elderly and widows, medical services, social counseling, disaster relief and community volunteers, etc. (2) Pay attention to the activities of going around the border and making incense. (3) Strengthen the festival activities of Zhongli Cihuitang. And (4) Strengthen the application of digital technology, because mobile communication technology can play an important role in festival marketing and event information provision. Through the above strategies, the dependence of believers can be increased.
Keywords: Zhongli Cihuitang, operation management, marketing strategy, SWOT analysis? |
