Research On Applying Integrated Marketing Communications in Art and Cultural Activities: The Case Of Kaohsiung Area

• Main Authors: Tai-lang Huang, 黃泰郎
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/35713230948662965069

碩士 === 義守大學 === 管理研究所碩士班 === 96 === This research samples were the culture activity marketing company of southern area Taiwan, how to exert Integrated Marketing Communication power in culture activity products, culture activity is a kind of emotional products different from industrial society mass-produced commodity, And because all sorts of culture activity''s essence with feature different, Looks towards ordinary commodity''s output, Wrapping, Marketing strategy has different , Different situation the marketing strategy must not be the same. To known difference of selling skill for each marketing sale person, therefore this research using depth in interview, Attempts know individual cases when face different sorts of culture activity commodity, External environment effects still using the same marketing skill. By using depth in interviews know sales planning tactic, and attempts seek for affect tactic enact main factors. Using depth in interview proceeding to understanding each case study, the output model for the Integrated Marketing Communication, Develops each case study company marketing model, whether it match with this research purpose. And hopes it will help the culture activity marketing and developments in the south region of Taiwan.