A Study of the Promotion Strategies for How to Attract Japanese Retired People Coming to Taiwan Long Stay

• Main Authors: Ying-Yang Lin, 林瑛陽
• Other Authors: Nuan-hsuan Ho
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/94245585536560405149

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 96 === Following the global era’s coming, traveling between countries to countries is more frequent than before. Tourism has become one of the leading industries in the 21 century. It has became a trend that Japan retired groups are going abroad to long stay by pensions which are given by Japanese government. The retired Japanese have become the main target in the world that other countries manage to attract to long stay. This study collected secondary data and used consumer decision types, consumer traits and perception to be a mode; culture homeogeneity is moderation. Finding the unique cultures that Southeast Asia have attracts Japanese favorite. Specially, the person own the character is independent, challengeable and excellent, meanwhile, the perception he get about Taiwan Long Stay product is low. But similar culture can lift the sense of safety and add interests to the characters are conservative and perceived risks are high. How to create the culture valve to attract different kinds of consumers becomes importantly promoting effect. This study found that consumer behavior is influenced by personal, psychological, social and cultural. The needs and perception for long stay product will be different by persons. Specially, Japan government manages to stimulate the retired people long stay in country and help village development. We must figure out how to attract the needs of retired people, how to solve the stress from psychology and society to make a purchasing decision. The final is point out how to package our Long Stay products by purchase decision types, consumer traits, perception and culture. By creating culture valve and promoting the government’s policies that will help our Long Stay program succeed.