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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87707

    Title: 宜蘭國際童玩藝術節之品牌行銷策略探討
    Other Titles: The brand marketing strategy analysis of International Children's Folklore and Folkgame Festival in Yilan
    Authors: 劉文輝;Liu, Wen-Hui
    Contributors: 淡江大學公共行政學系公共政策碩士在職專班
    陳志瑋;Chen, Chih-Wei
    Keywords: 宜蘭國際童玩藝術節;品牌行銷;深度訪談;International Children's Folklore and Folkgame Festival in Yilan;Brand Marketing;depth interviews
    Date: 2013
    Issue Date: 2013-04-13 11:33:52 (UTC+8)
    Abstract: 宜蘭縣向來以「文化立縣」自許,縣政府響應文建會推行「文化產業化」的理念至今,宜蘭國際童玩藝術節一直秉持:藉由國際文化交流活動,提昇國人精神生活,提昇國家地位方向而努力;「童玩」在每個人的成長歷程中,一向扮演著重要的角色,然而隨著科技的進步及社會型態的改變,原本屬於童玩文化的「地域性」、「創造性」、「群體性」等基本特性卻逐漸消失。宜蘭國際童玩藝術節強調以本土化為基礎,進而追求童玩的普及化與精緻化,使「童玩」品牌成為宜蘭的新文化與新傳統。

    藉由2010年 「國際民俗藝術節協會」( CIOFF® ) 宜蘭童玩節品牌認證的成功,期望藉由本研究之貢獻,提供公部門參考之拙見,期待宜蘭縣建立更完整的品牌旅遊網路,讓縣民共同參與觀光資源的服務導向為經營原則,創造宜蘭「「兒童品牌」,重視童玩的「本土化、普及化、精緻化」,更讓旅客看見宜蘭的品牌國際化,讓遊客「fun心暢遊」。健康、智慧、富裕」的觀光產業,始為本文探究之精神與宗旨。
    Yilan County has been the "culture of the county legislature from most county government response to the Council for Cultural Affairs to implement the concept of" cultural industries "so far, the of Ilan international toys Arts Festival has been uphold: By international cultural exchange activities, enhance people spiritual life, improvethe statehood direction efforts; "toys" in the growth of each individual course, have been playing an important role, originally belonged to the children to play culture "regional" However, with the advances in technology and changes in social patterns,The basic characteristics of creative "," mass "is gradually disappearing. The International Children''s Folklore and Folkgame Festival in Yilan emphasis on localization based, and then to pursue the popularity of toys and refined, so that the "toys" brand to become the new culture and new traditions of The Yilan.。
    In this study, through the effective integration of resources and the overall tourism planning, engage in the tourism brand marketing cooperation. The research purposes, this study will be through the relevant theory, literature analysis and in-depth interviews, clarifying theoretical concepts and case information collection and investigation; further View Arts Festival on of Ilan international toys SWOT analysis, explore marketing current situation key marketing issues, and then try to develop a tourism marketing strategy and brand development for suggestions:
    1. A pricing strategy oriented, service and enterprise type.
    2.Children''s festival "brand" to be deep-rooted in the recognition of the local people.
    3.Children''s festival "marketing strategy" need to take into account the production and integration between
    government, academia, media exchanges.
    Today''s festival tourism brand marketing channels on the promotion of tourism in the local festival is no longer only the duties of the local government, through the co-operation and exchange of industry, academia, the media, and the central and local departments, serve to promote local festivals continued development. "Brand" non-confined on behalf of the festivals themselves need to represent the image of the place, its form from the local people, things, objects integration and creative inject recognition and participation of local residents, the brand and the need to be deep-rooted in place.
    Build cultural and creative needs for many years, 12th International Children''s Folklore and Folkgame Festival in Yilan brand, strong plastic place of cultural and symbolic, large-scale tourism and cultural activities, is also activated local industry, and effective way to view brand culture; borrowby the public sector and civil cooperation, integration of strategic partners, and culture of sustainable development goals.
    With the success of the 2010 International Folk Arts Festival Society "(CIOFF ®) Ilan toys section brand certification, expect by this study, the contribution of the public sector reference humble opinion, looking forward to the Ilan County to establish a more complete brand travel network,allow county citizens to participate in a service-oriented tourism resources for the operating principle, the creation of Ilan Child brand, pay attention to the children to play the "localization, the popularization of refined, but also the the travelers saw Ilan brand internationalization, so that visitors"fun heart swim. "Health, wisdom, prosperity "in the tourism industry, beginning to explore the spirit and aims of this paper.
    Appears in Collections:[公共行政學系暨研究所] 學位論文

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