Research in Local Feature Marketing Strategy－Case Studies on Shopping Area Feature Marketing Activity of Taichung in 2007

• Main Authors: Tsung-Ping Kuo, 郭宗平
• Other Authors: 翁徐得
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/12541659680251079247

碩士 === 大葉大學 === 設計研究所碩士在職專班 === 96 === For the whole management of a community and development of the local features business, the government, combined the local tourism policy and all resources, promotes the “shopping area marketing” activities aggressively. During the process of promoting the local features, the solution for the performance of local features value will be evaluated strictly because the different conditions among the cities and counties. However, the motivation of promoting the local industry and the enhancing the local economics is the final goal for all the features festivals and marketing activities sponsored by the government. Furthermore, from the surface of the local marketing promotion and the local industry marketing, the main mission of local features marketing is to manage the local business consistently by the efficient marketing module systematically. In order to get this mission, it is necessary to know how to manage the community skillfully and perform the particularity among the location, scene and industry. So far, there are still under discussion about the issues for the modules of the local features marketing in Taiwan, although the structures of marketing are similar with the modules. However, there are some unexpected problems still remained, and being the authorities are lack of more strict and careful consideration on the issues of marketing plan, strategies and markets, etc. This research is going to present the conclusion of a set of practical marketing modules applied in the local features industry. By a series of discussions and case studies, the problems of local features industry could be widely evaluated. Combined the opinions from the authority and the industry, the research intend to stand a platform for further discussion and efficient suggestion in order to submit the related experience for reference to the authorities who intend to develop the local features industry in the future. Key Words: The whole management of a community, Cultural Industry, Local features, Local marketing