The Adoption of Marketing Communication Strategy in Promoting Public Transportation System:A Case Study of Kaohsiung Mass Rapid Transit

• Main Authors: Chen, Yi Ling, 陳怡伶
• Other Authors: Tu,Sheng Tsung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/06346235811051663550

碩士 === 玄奘大學 === 大眾傳播研究所 === 100 === Kaohsiung Mass Rapid Transit(KMRT) is the MRT construction of the first BOT project plan in Taiwan. Therefore, has frequently been receives the attention during the Construction stage. From October, the 90th year of the “Republic Era” to April, the 97th year of the “Republic Era”(From October, 1991.A.D. to April, 1998.A.D.) About seven years to build up, the red line has to be open to vehicular traffic and the orange line has also to be open to vehicular traffic on September in the same year. Enters transport business time officially, the number of transportation is inferior anticipated and has the finance to be difficult. Presents the negative news and populace criticism. This research has main discussion the environment and present situation about Kaohsiung Mass Rapid Transit. Attempts to understand Kaohsiung Mass Rapid Transit how in accordance to outside criticism, And after official transport business, how to plan and carry out Marketing dissemination strategy. The research discovered, Kaohsiung Mass Rapid Transit have the Marketing dissemination strategy splitting three aspect: Advertisement marketing, Public relations marketing and the Active marketing. Advertisement marketing let people to be familiar with KMRT and to be used it for promoting Transportation amount. The next, use Public relations marketing to establish the business with medium. To combine matters, send the image of KMRT around the whole Taiwan. Last, by active marketing and different industry alliance to hold each kind of competition for increasing it’s exposure. Keyword: Kaohsiung Mass Rapid Transit, Marketing Communication, Storytelling Marketing