| dc.description.abstract | In recent years, along with democratic trend and the expansion of government functions, listening to the voice of the people and satisfying the public’s needs have become an extremely important topic for modern countries. Therefore, the government’s strategy of policy marketing will influence the results of every government policy, even affecting the relationship between the people and the government. As for the Hakka people, the Hakka Tung Blossom Festival could be one of the most representative activities of cultural creativity industries. Currently, the symbolic products of tung flower and related industries are flourishing and developing. The Council for Hakka Affairs of Executive Yuan has been holding this activity since 2002. This activity has played an important role in promoting the culture in Hakka regions, prospering the industry, promoting tourism, and activating the Hakka villages. Because of this, the research geared toward the Hakka Tung Blossom Festival (which is still being held today) and discussed about the government’s strategy model, actual results, and present condition of government’s policy marketing in the Hakka Tung Blossom Festival.
This research utilized the three-round Delphi Method of anonymous expert group to construct “the Hakka Tung Blossom Festival’s strategy result evaluation index of policy marketing”. Besides, in order to evaluate the weight distribution and ranking of each dimension’s index relative significance, the analytic hierarchy process method (AHP) was used. The purpose was to establish “the evaluation index relative weight system of the strategy results of policy marketing in the Hakka Tung Blossom Festival”. Lastly, through conducting in-depth interviews with the interested parties of the industries, the government, the media, and the academic field, we could understand the development and the actual marketing results of the activities. The research discovered that “the evaluation index relative weight system of the strategy results of policy marketing in the Hakka Tung Blossom Festival” could be divided into 4 dimensions and 19 secondary indexes. According to the significance, the 4 dimensions are: the dimension of propaganda and marketing (activity promotion, 29.5％), the dimension of the Hakka culture development and local sustainable management (activity results, 28.1％), the dimension of policy planning and execution (activity management, 22.8％), the dimension of the Hakka cultural creativity (activity contents, 19.5％). In the end, the research proposed 7 policy suggestions: (1) expanding the width and depth of the marketing strategies, (2) stage by stage role switch, (3) the complementary measures fitting the customers’ needs, (4) the training plans of talented individuals, along with the addition of new people, (5) the regional integration model, (6) seeking the mode of international art festivals, (7) passing down of the Tung flower Festival experiences. The aforementioned information serves as a reference for the related decision makers regarding the Hakka Tung Blossom Festival or various kinds of Hakka Festival activities.
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