A case study of Sanshia old street Image Business District on Marketing Strategy

• Main Authors: Huei-Mei Li, 李慧美
• Other Authors: Yen-tan Lin, Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/50347862398115513726

碩士 === 國立臺北教育大學 === 文化產業學系暨藝文產業設計與經營碩士班 === 98 === Abstract The global economy is changed quickly. The nation is in order to suit with the change, and it needs to perform various economical formulas to promote industrial development effectively. The buildings of the Sanshia Old Street were preserved and rebuilt, and it depended on funding by the Council for Cultural Affairs and the relative organizations of Taipei County. Through the form of the business district, the activities, and so on, the Sanshia Old Street has become the special old street. Sanshia Old Street Image District is used to be the research object in this study. The research is through the analysis of the Image Business District Marketing Strategy of Sanshia Old Street to offer the executive organization a consultation in Image Business District Marketing Strategy of Sanshia Old Street in the future. In the research methods, the literature review, deep interviews, expert reviews, and observations are adopted. First, the study is focused on relevant literature reviews of marketing strategy, business district, and Sanshia Old Street to strength the research questions. Second, it is through the deep interviews with the government, local history workers, factory owners, and scholars to generalize the business district marketing strategy of Sanshia Old Street. Finally, it is through the examination by the experts to strength the probability of the research and to provide the conclusion and relevant suggestions. In the research, the Business District Marketing Strategy of Sanshia Old Street is generalized to a framework of “manufacture strategy,” “channel strategy” and “promotion strategy.” Moreover, it is inferred forty-seven combinative marketing strategies from analyzing three aspects of “manufacture strategy,” “channel strategy” and “promotion strategy.” The combinative marketing strategies are respected to be a relevant research reference in Business District of Sanshia Old Street. Keywords: Sanshia old street, image business district, market strategy