Application and Effect of IMC on Cultural and Creative Industries: A Case Study in Red House

• Main Authors: Lee-Ting Chen, 陳麗定
• Other Authors: Yu-Yi Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/37360368838402104479

碩士 === 銘傳大學 === 傳播管理學系碩士在職專班 === 99 === The cultural and creative industry is a new thought under the globalization tidal current and a history culture essence preservation. By way of modernized management pattern and trend of literary and artistic thought creation, it develops a set of activation culture property vein. Various countries in the recent 10 years take cultural and creative industry as national key core development strength and impel the promotion culture and creative to produce the impetus state economy growth positively. Taiwan faced with globalization economical impact, also realizes the cultural and creative industry noticeable. Therefore, Taiwan integrates the cultural and creative industry six year prioritize plans in “challenges 2008: The national development plan”. Because of activating the historical site space, the idle cultural building is born again. Furthermore, by means of unifying the cultural and creative promotion, Taiwan can create the economic value and promote all the people esthetics accomplishment. The cultural and creative industry not only causes the audience thorough sympathetic chord to cultural, the life, and the form of esthetic sense, but also provides distinct culture services, locks onto target market, establishes the complete industrial chain service, and makes good use of all resources dissemination promotion, reduces the massive financial risk, promotes its transport business and the market synthesis effect. This research takes the cultural and creative industry as a background and chooses the Taiwan hundred year historical site: Red House for the object of study. This research also discusses how the culture and creative industry penetrates the conformity marketing dissemination concept, makes good use of the marketing dissemination tool, performs the conformity using the dissemination tool to achieve the anticipated effect when we actually carry out the local culture and creative industry, and provides the local cultural building in marketing dissemination strategy suggestion. It is hoped that people can take advantage of this research to let the local culture and creative industry ponder its localization as well as its dissemination promotion strategy. We eagerly anticipate growth in the local culture and creative industry.