The Effect on Local Promotion by Preliminary Administrative Agency－A Case Study on “2009 Green Bamboo Shoots Festival in Haifeng” by Pingtung City Office

• Main Authors: Shu-Chen Chang, 張菽蓁
• Other Authors: Chun-Ching Yang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/43387963597774565751

碩士 === 國立中山大學 === 傳播管理研究所 === 100 === This study is a case study on promotion of “2009 Green Bamboo Shoots Festival in Haifeng” hosted by Pingtung City Office. The main emphasis is to explore what resources, marketing strategies, limitations & difficulties as well as the effect that Pingtung City Office, a preliminary administrative agency, experienced when it promoted local products. By means of documentary analysis, questionnaires, and interviews, this study analyzed data and makes suggestion as well as conclusion as follows: Conclusion: (1) This festival was hosted by administrative agency. It was a bureaucratic top -bottom decision-making model which is conducted by governmental budget arrangement and the official authority involvement. Furthermore, related manufacturers, civil representatives, Lee chiefs, bamboo farmers all participated in this event. As a result, the resources were integrated leading to powerful mobility and promotion which was beneficial to activities and product promotion. (2) Five indicators include reputation (exposure to medium), civil participation and satisfaction, sale volume, sale channel and cultural creativity event. According to the survey, the level of civil participation and satisfaction is fairly high, and the level of exposure to medium, sale volume, and sale channel is increasing, yet no indication of cultural creativity events concerning locals. (3) Pingtung City Office, the host for “Green Bamboo Shoots Festival in Haifeng”, shall invite more community development associations, local institutes & organizations so that a sense of union can foster with a view to more participation of locals for local affairs. Findings： (1)Most people knew this event through traditional flyers and banners；the next medium were TV and paper. Therefore, flyers and banners led to the best advertisement which effectively attracted senior locals. (2)Nearly 90% of participants indicate their satisfaction, but the majority of participants are the senior homemakers in the neighborhood. The tourism benefit and promotion effect are limited. (3)Produce promotion classes fail to integrate farmers, green bamboo shoot production & promotion as well planting and skill management due to cause of personnel and benefit. Consequently, it influences popularity of improving produce technique and future promotion. Suggestions: (1) Civil participation is essential for any official promotion events. According to this case study, it is important to strengthen active civil participation in order to lift promotion effect. (2) Produce promotion classes is one of factors affecting produce promotion. For this case, the integration of farmers, green bamboo shoot production & promotion as well planting and skill management fail to function well as a result of conflict between personnel and benefit. Such situation affects produce promotion and the preliminary administrative agency is obligated to help them. (3) Based on the questionnaire results, the most effective medium are flyers and banners followed by TV and paper which are related to senior locals. It is suggested that future promotion shall focus on national medium and attract more outsiders to visit Pingtung and Haifeng.