文化園區委託經營推動體驗行銷環境之研究--以國立傳統藝術中心為例

• Main Authors: Chung-Huei Fang, 方寵惠
• Other Authors: Juin-Cherng Lu
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/22986032843211086034

碩士 === 國立臺北教育大學 === 教育政策與管理研究所 === 98 === Cultural and creative industries is not only the six main emerging industries the government is also very impressive in recent years, the subject of cultural park quickly mushroomed around the site preparation in the establishment of private partnership business model, the cultural vitality of private enterprises into the park will government resources make the most effective, resources to be shared by all of the goal, National Ilan Traditional Arts Centre is the development of unit level of the traditional arts, the park support related show, activities and various services, a museum s trait Taiwan's traditional arts The show features has the potential of cultural tourism. Therefore, this research is to Schmitt (1999) proposed five strategies form of experience modules: the senses, feelings, thinking, action, Experiential Marketing Association and other contents, and the cultural park Ilan Traditional Arts Centre as cases of this particular case, interviews with relevant personnel for Center of Traditional Arts in Ilan's core values and the potential for development, and presented a public-private sector collaboration experiential marketing environment shaped park. Conclusion of the study were: first, a government cultural policy guidance and support, to help strengthen the capacity of relevant professional staff; Second, give full play to the marketing promotion of private sector resources, support information to promote domestic and foreign tourists visit; Third, cultural characteristics and product is inexpensive, classified according to the cultural nature of the business management; four additional external transport links, expand the scope of activities within the park; Fifth, cultural and creative development of derivative products, to assist guidance of cultural products and cultural life of technology and lose meaning; Sixth, mutual assistance and cooperation Experiential Marketing shaped park atmosphere, in the balance between tradition and innovation point.