The analysis of market segmentation of cultural creative industry - take example for Glove Puppet Show

• Main Authors: jhang ren jie, 張荏傑
• Other Authors: ceng ming shen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/27001113997256786442

碩士 === 佛光大學 === 經濟學系 === 95 === The analysis of market segmentation of cultural creative industry - take example for Glove Puppet Show Abstract In the 21st century, under the operation of economic system and the trend of valuing leisure, the development of cultural creative industry is considered an important factor to enhance national economic development and social quality of life, and glove puppet show is one of them. Glove puppet show follows the evolvement of the times to change. In order to maintain its tradition, keep its competitiveness, and conform to the trend of the times, the glove puppet show with marketing ways of new commercialization slowly takes shape. It changes a lot in puppetry, costumes, plots, narration, acousto-optic effect, photo editing, etc. Through delivery of questionnaires and statistical analysis of reliability, factors, cluster, etc., this essay uses the market segmentation method to sort out the outline of consumer’s expectations or demand to glove puppet show in Yilan area and develops the service quality of products that answers to customer’s expectations to strengthen the competitiveness of industry operating of glove puppet show. The study found out that: (1) It can be divided into 5 groups, independent calculation type, fashionable enjoyment type, traditional conservation type, natural convenience type, showy selfhood type, to be explored. (2) The study found that, in the characteristics and interests of products of glove puppet show, the significant behavior of divergence valuing of various market segmentations includes: traditional literature, plot content, quality, acousto-optic effect, convenience, diversity, and message speed. (3) In dubbing language and narration dubbing, the differences are not particularly significant. So entrepreneurs can try to use different dubbing languages and use different people for narration dubbing. It is needless to let a person to interpret all the roles. (4) Speaking of gender, in various consumer groups, the feminine proportion is more than the masculine proportion in independent calculation and traditional conservation these two groups. (5) On education level, research institute educational background is mainly on independent calculation and tradition conservation these two types. But university and college educational background are mainly on fashionable enjoyment and natural convenience these two types. (6) We found out that consumers of natural convenience type on Type 4 have seriously used network to illegally download play sets of glove puppet show. It needs the government to take the problem more seriously. Key words：cultural creative industry, glove puppet show, market segmentation, Analysis of Reliability, Analysis of Factors, Analysis of Cluster