The Study of International Marketing Strategies for Local Cultural Industries: The Case Study on Sanshia and Yingo Town, New Taipe City

• Main Authors: Huang,Kai-Yi, 黃凱意
• Other Authors: 丘昌泰
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/61046949620362035836

碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 98 === The trend of globalization has brought increasing awareness of localization. Owing to the international marketing success of local feature industries in Japan and Thailand, the Taiwanese government declares ‘tourism’ one of the Six Key Emerging Industries and plan to increase foreign exchange via international tourism. Sanyin area is rich in its abundant local feature industries such as Sanshia Zushih Temple, also known as the temple of eastern art, and the luxury good in the east, ceramic art; both of which are in possession of international marketing advantages. Hence, this research aims to make use of the glocalization trend and bring prosperity, financial benefit and sustainability to the Sanyin area by introducing the abundant local features of said area to the world via international marketing strategic planning. The research studies successful examples of local feature industries from other areas in Taiwan or abroad via analysis of literature and in-depth interview and use those as reference to Sanyin area’s international marketing plan. The development of Sanyin area’s local feature industries was discussed to bring a clear outline over said subject and analysis of international customer marketing structure was conducted to draft out international marketing strategies which provide reference to government leaders. The research has developed a 4-in-1 marketing method namely “FEMN Model” which is an international marketing model combining Festival Marketing, Exhibition Marketing, Movies Marketing, and Network Marketing. Through the international marketing strategies drawn under the “FEMN Model” and the establishment of public-private partnerships, the Sanshia and Yingo Town is to be remade into a township of twin cultures and local colors which fuses temple and ceramic cultures and is abundant of art, local experience, and culture values. The research concludes with 9 suggestions to government leaders for future reference as to the transformation of Sanshia and Yingo Town into a township of culture and local colors, and these suggestions are: 1) establishing international marketing committee for Sanyin’s local feature industry, 2) establishing of field investigation team Sanyin area’s culture heritage, 3) improving Sanshia area’s infrastructure, 4) planning unhindered visiting path for tourists, 5) analyzing preference of international tourists visiting Sanyin area, 6) continuously promoting quality construction of Yingge Ceramics, 7) establishing ceramic trade center, 8) strengthening personnel training, and 9) bringing stronger consensus between local residents and business holders.