| dc.description.abstract | The Sanyi Old Mountain Line Railway is situated in an area with a high concentration of Hakka peoples. The development of the railway is therefore closely linked with the life of the local Hakka peoples. The historical and cultural connotations of the railway contribute to both the cultural identity and the development of the tourist industry, endowing it with a charm which is cross-regional and beyond ethnic boundaries. The marketing and promotion of Hakka culture, therefore, can be conducted through strategic integration of the railway culture and the natural ecology and scenery, thereby winning recognition and support from people of different ethnic groups. Considering the above, we try to probe in this dissertation the problems encountered by government and private agencies when promoting the railway cultural industry of the Sanyi Old Mountain Line Railway, for which we have adopted integrated marketing communication theory and considered the three key phases including marketing communication instruments, resources of the local cultural industry and stakeholders. The purpose is to work out a development model for integrated marketing communication efforts in the future. The research focuses on the stakeholders,. Through documentary analysis, in-depth interviews and questionnaire surveys, we aim to work out a strategic plan for the integrated marketing communication of the railway cultural industry.
From the important research, we understand that commercial activities surrounding the Sanyi Old Mountain Line center on railway culture, which, along with local Hakka culture, arts, landscape, and natural ecology, as well as peripheral commercial activities, develop into a closely-interrelated railway industry. Through the three key phases mentioned above, we can further develop a value-chain model for integrated marketing communication in accordance with the “Value-Chain Analysis Model” of Michael E. Poter. The model is built up on the basis of local Hakka culture, railway culture and the local ecological scenery, further supported by the three integrated phases of marketing/promotion instruments, local cultural resources and stakeholders, thereby creating outstanding marketing performance. The most important fact is that “culture” has been reckoned as the key value-adding element in the integration process. | en_US |