文化活動事件行銷之個案研究－以『國寶騰雲號活動』與『望春風原味重現音樂會』為例

• Main Author: 黃雍昇
• Other Authors: 劉代洋
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/31555419299193811936

碩士 === 國立臺灣科技大學 === 管理研究所 === 92 === The purpose of Event Marketing of cultural activities is so that "cultural activities may elevate the image of the sponsors and increase the positive strength of society by means of integration of various resources, full expression of creativity through good planning, convergence of public attention, and attraction of the press." This essay refers to two cultural activities, "The Reanimation of National Treasure Locomotive Mounting Clouds" and "The Concert for Replaying the Original Awaiting Spring Breeze", which had the press actively report the primary content of the activities through well-planned Event Marketing projects and employment of public curiosity about unpublicized cultural anecdotes to achieve the goal of promoting cultural promulgation and thus elevating the sponsors'' social reputation. The records of the two cultural activities, which are mainly those of the execution process, the method of converging public attention, and the observation of attention-deserving matters, as source materials of this research can confirm the Event Marketing theory on the one hand, and on the other hand can preserve complete records of the successful executions of those projects so that they may be useful reference materials for entities interested in holding cultural activities and in avoiding mistakes of omission during the execution thereof. The structure of this essay is as follows: Chapter One, "Preamble", explains the motivation, background and scope of this research. Chapter Two, "Exploration of Documents", explores local and foreign documents in respect of Event Marketing. Chapter Three, "Case Analysis of the Reanimation of National Treasure Locomotive Mounting Clouds", illustrates the complete record of an event by way of the activity planning, classical allusion, and thematic, investigative, and cultural information as the hub, supplemented with the restoration of hardware. Chapter Four, "Case Analysis of the Concert for Replaying the Original Awaiting Spring Breeze", illustrates its elegant cultural character through the introduction of the cultural background and first-hand data of classical allusion on the activity and informative press releases. Chapter Five, "Subsequent Reflection", records the echoes from the press and society, the feelings of executive team members, the pleasure of success after hard work, and touching voices. Chapter Six, "Conclusion and Suggestion", contains interludes while searching for information and newly discovered delightful things to portray the essence of the content of the events, and an index, relevant pictures, precious textual data, photos of advertising materials and keepsakes, and news clippings.