政府機關對於產業行銷策略之研究－以客庄特色產業行銷之輔導經驗為例

A Study of Marketing Strategies for Official Authorities-A Case on Special Hakka Industry for Marketing Experience

10.6132/JCM.2013.7.1.13

林淑萍(Su-Ping Lin)

行銷通路 ； 客庄產業 ； Marketing Channel ； Hakka Industry

商業現代化學刊

7卷1期（2013 / 03 / 01）

263 - 275

繁體中文

本研究旨在了解臺灣客家文化之於客家產業多元發展的可能性，希望藉由多重方式有效提升產業競爭力，讓「客家」不僅是族群文化的代稱，更值得成為家喻戶曉之知名品牌。本研究運用商品特性、銷售型態與宣傳組合為基礎，探討客家特色商品在行銷宣傳上所採取的應用策略，並找出問題同時提出具體解決方案作為族群商品爾後強化行銷能力之參考。初探結論建議如下：（一）區隔市場提出適用行銷策略；（二）行銷策略之彈性運用；（三）重視計畫規劃前之意見徵詢；（四）因地制宜應用行銷方法；（五）組成跨領域行銷團隊提升行銷效益；（六）加強宣傳工具之運用；（七）建立計畫績效評估機制；（八）網路行銷是未來行銷新趨勢；（九）國外通路商機媒合規劃有助文化推展

This essay is associated with the development of the Hakka cultural industry in order to introduce the unique Hakka community and culture efficiently into the society. In this essay the following points will be discussed with suggestive conclusion: (1) Proper marketing strategy for dividing the market. (2) Flexibility of the usage of the marketing strategy. (3) Emphasizing and consideration of the advance-marketing poll. (4) Versatile marketing strategy to match the local needing. (5) Organizing of a team for the efficient merchandise. (6) Empower the usage of advertisement. (7) Establishing a complete feedback and rating system. (8) Internet merchandising (9) Developing the worldwide retail possibility combine with cultural activities.