| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 97 === In this research, customer values are chosen tentatively to shape the core competi-tive advantages of Taiwan cultural creative industries. An international marketing strat-egy is then proposed according to the results of this research. According to literature re-view, cultural creative industry has been regarded as a kind of culture capital, which may open a new epoch for the economic development of Taiwan. While the customer value is the next source for competitive advantage under globalization, it is imperative that the Taiwan cultural creative industries start to set up their own international mar-keting strategies. In this research, the Ten Drum Culture Village established by a prom-inent team of traditional Taiwan drum artists is chosen as the objective for study.
The qualitative research resulting from in-depth interview with the founder of Ten Drum Culture Village and the quantitative research resulting from questionnaires to the village visitors are both adopted in this research. In the interview with the founder of the village, the customer values that are expected to be delivered to the visitors are clarified. These expected customer values include “The perception about the performances and the theatres”, “The perceptions about the exhibition spaces”, and “The perception about the outdoor recreation spots” based on which the questionnaire is designed. With the results of the questionnaires, the perceived customer values are then analyzed and according to the analysis results, international marketing strategies are formed. In this case, 585 questionnaires are collected and among them 538 are valid (92% response rate).
According to the results, most of the visitors achieve degree of satisfaction in two dimensions, “The perception about the performances and the theatres” and “The percep-tions about the exhibition spaces”, based on Woodruff’s Customer Value Hierarchy Theory.
Hopefully the methodology and the results of this research as well as the proposed international marketing strategies can provide useful references to the objective in this study and other similar cultural creative industries.
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