The study Taiwan International Orchid Show based on integrated Marketing Communication、Placement Marketing

• Main Authors: Yen-chin Chang, 張延勤
• Other Authors: I-Heng Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/u5zxqx

碩士 === 國立中山大學 === 傳播管理研究所 === 97 === Abstract Festivals in local tourist activities are short-term and intensive, high frequency change, those characteristics also make the sponsors and tourists communicated more urgent. Taiwanese leisure time significantly increase since the two-day weekend policy, the tourism demand had up to 80%. Therefore, the trend of Taiwan''s tourism and leisure industry has getting into a new style of integrated local economic need and resource to satisfied people requirements. A new trend is integrated local resource, increased the visibility and attraction of city. Taiwan International Orchid Show is the successful campaign which has bring a lot of benefits to the local government (Tainan County),it is a great successful marketing case study of local tourist festival. The two main topics of this study are howto use proper communication channel and placement marketing in this festival. The study based on Taiwan International Orchid Show as a case study, took Participant Observation for three years, Semi-structured Interviews with programmer of this projects and assisted with Secondary Data Analysis. Aiming to make suggestionsabout Integrated Marketing Communication and placementmarketing in local tourist festivals. The study found the team of Taiwan International Orchid Show used marketing methods include: (a) effectively usingintegration of communication methods to make the greatest achievement. (b) Creating the brand loyalty and high standing ofthis festival. (c) Integrating both national and local communication channels. (d) The strategy of marketing plan has been practiced completely to reach highly exposure. (e) PR strategy practicing is properly and suitable controlled by high-level team leader. In the content of marketing communication includes (a) the relevance of personal, (b) thetransference of role, (c) the information transmission (d) the implementation of immersive. In marketing strategy and tools include: (a) a correct market positioning, and well and properly used the communication tools and messages delivery (b) Expanding industry alliance, and creating a new marketing model,(c) integration promote with operating. The suggestion for local tourist festival’s marketing strategy towards to: (a) Effectively using operations team which come from media to achieve marketing goal and make a higher mediaexposure, (b) media placement is a good tool for festivalcampaign, but should consider the public benefits. (c) Properlyusing un-limited creation to make campaign success.(d) Festival marketing plan should be developed a long term strategy. Key word: 2005 Taiwan International Orchid Show、Tourist Festival activities、Integrated Marketing Communication、Placement Marketing