| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 97 === The marketing communication tool to let the target audiences participate in the activity directly and produce the enormous beneficial result is the event marketing. The most important goal of religious communication is the gospel. The general evangelism mission is not easy to obtain the attention of the media. The mission combined the music, the drama, and even the entertainer performs, must broadcast by the mass media, and cause the public to know the news. In the Christianity's religious communication strategy and evangelism mission principle, how to carry out the religious event marketing? How to present the critical factor of the religious event marketing in the practical exercise? What critical factors should the religious event marketing be provided with, in order to achieve the establish goal? This is the focus of this research discussion.
This research is based on the event marketing theory. The critical factors are meant the factors of the active plan and issue exercise. Comfirming religious event marketing is constructed the complete critical factors. The case of this research is chosen “Franklin Graham Festival in Taipei”. The research method is semi-structured in-depth interview of qualitative inquiry, and chosen the interviewee by purposive samping. In accordance with the plan and the member who executes this case, this research is investigated the evidence of the critical factors of the religious event marketing.
The research conclusion is discovered that using the event marketing could let the evangelism mission gain the beneficial result, usins the media advertisement strategy could reach the social recognition and the reputation of mission, and religious event marketing combining the relationship marketing could raise the rates of success. In the mission, the group consciousness creates participant's recognition, the ceremony's exercise brings the stable faith and recognifion, the perfect mission organization must be organized by the internal unity and the education training, and the new model of the religious event marketing touches the people.This research is attempted to establish essential items of critical factors of religious event marketing, and and collected the experiential communication mode to apply the following academic and the practice.
|
|---|
