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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105157

    Title: 臺灣寺廟經營策略之研究 : 以臺北霞海城隍廟為例
    Other Titles: The study of temple management strategy in Taiwan : the case of Taipei Xia Hai Temple
    Authors: 劉豪華;Liu, Hao-Hua
    Contributors: 淡江大學國際企業學系碩士在職專班
    Keywords: 寺廟;霞海城隍廟;寺廟行銷;寺廟經營;Temple;XiaHai City God Temple;Temple Marketing;Temple Business
    Date: 2015
    Issue Date: 2016-01-22 14:49:10 (UTC+8)
    Abstract: 近年來台灣受到政治與經濟發展的不確定性影響,造成台灣人民對未來的恐慌,透過宗教的穩定力量,寺廟成為尋求精神寄託的重要基地。然而、受到整體經濟影響,不少寺廟經營不善自動消失,因此如何在洪流中永續生存,經營管理成為關鍵。本研究透過文獻分析、參與觀察、訪談與個案研究來探討1、臺灣寺廟產業與發展概況;2、臺灣寺廟經營概況;3、臺北霞海城隍廟月老國際化行銷策略;4、臺北霞海城隍廟行銷對臺灣寺廟經營之啟示。
    Influenced by the uncertainty of political and economic development recently, Taiwanese feel panic about the future. As a result, temples become important places for people seeking spiritual comfort while religion has stability strength. However, many temples vanished because of poor management under circumstances of economic situation. Therefore, business management becomes the key point which decides a temple to live or die in such waves. This study will explore following four issues through document analysis, participation and observation, interview and case study: 1.Taiwan temple sector and its general developing situation; 2. General briefing of Taiwan temple business; 3. International marketing strategy of Matchmaking God of Taipei XiaHai City God Temple; 4. The inspiration of former strategy onto Taiwan temple business.
    This study reveals that Taiwanese temple business has positive correlation with surrounding region development while the main business expanding way becomes electronic media instead of traditional interpersonal communications. In addition, the case of XiaHai City God Temple’s Matchmaking God shows the potential of “worship economy” formed by public relation and direct marketing, which also bring up prosperity to Dadaocheng region. Last but not least, the inspiration brought by Taipei XiaHai City God Temple marketing to Taiwan temple business contains: 1. Going toward internationalization; 2. Appropriate specialty of manager and specific business goal; 3. Distinctive management; 4. Interacting with other temples; 5. Combining festivals and tourism.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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