English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52333/87441 (60%)
Visitors : 9110599      Online Users : 175
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87519

    Title: Multidimensions of business marketing strategy of Taiwanese folklore belief
    Other Titles: 臺灣民間信仰企業化行銷的多種面向
    Authors: 王國彥;Wang, Kuo-Yan
    Contributors: 淡江大學管理科學學系博士班
    張紘炬;Chang, Horng-Jinh
    Keywords: 宗教管理;民間信仰;行銷策略;社會文化;朝聖旅遊;Religious management;Folklore belief;Marketing strategy;Social culture;Pilgrimage tourism
    Date: 2013
    Issue Date: 2013-04-13 11:19:48 (UTC+8)
    Abstract: 本論文係以臺灣民間信仰中的企業化行銷方式為研究對象,輔以管理科學方法參與研討的實證研究。除了介紹研究動機、目的及其架構以外,接著整理出以道、儒、釋三家為基礎的臺灣民間信仰中的寺廟機構中主要的經濟收益來源,分別為消災解厄儀式、慶典盛會、以及一般祈福活動等。此外則對於「宗教行銷」應用於台灣民間信仰內的各種類型做一初步區分,四種類型分別為廣告宣傳、建立網路社群、傳統儀式再詮釋、以及置入式行銷等當代行銷途徑。
    Based on the doctrines of Buddhism, Confucianism, and Taoism, Taiwanese folklore belief has existed for nearly four centuries, and has been simultaneously proven to be a spiritual sustenance for most of the population in Taiwan. Numerous services derived from folklore belief have recently become diverse marketing approaches; for example, discarding disaster or misfortune, carnival celebrations, and praying for blessings. Temples are attempting to broaden the believer base by using publicity and promotion, establishing an online community, redescribing ritual narratives, and engaging in placement marketing. Therefore, this research presents a discussion on the phenomenon of “religious marketing” from a management perspective. To investigate the temple believer base, this study analyzed the elderly pilgrimage tourists who participated in a community-initiated tour to experience a “mutual pilgrimage”. Furthermore, this study also conducted a survey at a mass religious gathering of a deity’s procession for classifying the four typologies of the tour participants according to their motivations. The conclusion involves future research directions, which are expected to be completed by developing continuity in religious management field research.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback