An Evaluation of the Effectiveness of Event Marketing —A Case Study on the Marching Band Festival in Chiayi City

• Main Authors: I-Ting Liu, 劉怡廷
• Other Authors: Chunmeng Lu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/36078418151785451461

碩士 === 東海大學 === 行政管理暨政策學系 === 98 === With the enlargement in 1969, marketing concepts were into a wide range of social activities that extended to people, organizations and ideas. Since the 1980, industrialization led to environmental changes, therefore, the steering study focused on city competitiveness and city marketing. The arts festival began marketing the city after World War II but more than in 1970. Seng-Lee Wong believes that city marketing can bring about the city images in the fastest and easiest way. Because the city integrates local resources not only cost less but also can attract public attention and media coverage. Creating positive images and increasing awareness all belong to the soft power in city marketing tools. This study based on the concept of marketing from Kolter Philip who is the master of marketing and summarized elements to develop analytical framework. In the case selection, the study inherited the cultural policy from the Council for Cultural Affairs and the festival for the city marketing. Finally, this study selected Band Festival in Chiayi City to be object-oriented analysis and with the effectiveness of city marketing using qualitative approach to interview contractors who participate in . The results showed : first, the city marketing integrates local resources to attract public attention and media coverage. Not just for cultural activities, the arts festival has joined a variety of creative, created attractive and renew city images. Second, the Chiayi City used "existing event" as the event marketing material in order to avoid risk and cost less. Third, the challenge occurred outside , however the high-level of Cultural Affairs Bureau and Chiayi City Government supported contracting out . Fourth, there is always a gap between to create band images and to build the city landscape design. Fifth, the Cultural Affairs Bureau thought about the promotion was the weakest part of the Band Festival. So after contracting out , the promotion become the most strongly enhanced. Sixth, in terms of the city marketing, Band Festival in Chiayi City for international contractors wins the opportunity to increase visibility. The study suggests into two parts. The first part was Chiayi City lack of overall planning in the past , so that today Chiayi City must devote the band images into city planning. The second part was lack of a holistic view in the Band Festival in the past. Not only between Chiayi City Government units but also the Department of Cultural Affairs were also a lack of enough cooperation and communication. So the study suggests this section with Toys Festival in Ilan as a reference. Third, if the product does not provide some creative new program, customers will feel the sense of loss, we must think through survey to understand customer needs and design to increase the cultural content worthily. Fourth, Band Festival specially focused on implementation and ignored the market analysis. So the study suggests to do target quantitative analysis of the market and to reconsider marketing strategies which attract attention and need to be improved.