創意遊學與文化銷之研究－以台北縣漁光國小為例

Study of Travel Learning and Local Culture Marketing: Yu Gwang Elementary School Case in Taipei County in Taiwan

10.6978/YKSYK.200704.0098

黃麗美(Li-Mei Huang)；郭雄軍(Hsiung-Chun Kuo)

文化行銷 ； 地理依存性 ； 地域特殊性 ； 迷你小學 ； culture Marketing ； geography dependency ； local uniqueness ； mini-school

研考雙月刊

31卷2期（2007 / 04 / 01）

98 - 111

繁體中文

位於坪林的漁光國小是一所只有八名學童的迷你小學，以創意思維推動「遊學」活動，由「地理依存性」塑造在地自然生態和文化產業課程，藉由「地域特殊性」及地方特色，發展無可取代的教育、文化學習資源，做為地方經濟再生與文化素質提昇的主要策略。四汗來吸引四萬多人前往參加、約三百則媒體報導，以及榮獲全國學校經營創新特優獎項等殊榮，究其採用何種行銷策略才有如此佳績？實值得深入探究，因此本研究從行銷策略的觀點進行檢視與分析該校經營與執行方式，以及深入探討如何藉由教育經營連結文化性、地方性、經濟性三個向度，找尋在地文化的主體性，避免文化特色淪喪及文化資源荒廢，進而作為全國約有五百所面臨轉型整併或裁徹困境的偏遠小型學校、都會區面對逐汗減班難題的大型學校，提出一個創新教育經營的另類思考。

Yu-Guang elementary school was a mini-school with only eight students. Based on the creative idea of ”learning by traveling”, this school developed a series of local natural and cultural programs. These programs are derived from the uniqueness of the local culture. Furthermore, it became the main strategy for local economy revitalization and local culture quality promotion. There have been 40000 visitors and 300 news or reports in the past 4 years. Yu-Guang elementary school was awarded as the school with best management and innovation by Ministry of Education. The question worthy to be studied is what is the marketing strategy of the school? In this research, we has investigated and analyzed its management and execution method from the viewpoint of marketing strategy. We have studied how to manage the education by connect it to the cultural, regional, and economical dimensions, how to find the subjective of local culture, and how to avoid the loss of cultural uniqueness and the idleness of cultural resources. It is an innovative thought of educational management for the problems of the 500 schools around in Taiwan. Among them, the mini-schools in the urban face the problem of either reunion or stop and the big-schools in the cities face the pressure of decreasing classes.