The Innovation and Marketing of Local Industry—Two Cases of Shihtan

• Main Authors: Yu-Chun Huang, 黃郁鈞
• Other Authors: Shih-Ming Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/71522363300077273367

碩士 === 國立聯合大學 === 客家語言與傳播研究所 === 100 === In this study, I choose two industries which had a long history and deeply related to local resources, industry, history and culture in Shihtan Township of Miaoli County, they are「Shian-Shan Shiantsau」and「Cyuan-Ming Silkworm Farm」。 There are four topics in this study that discuss about when the traditional industries were entering into the crisis of “The declining industry” , which are “Industries change”,”Reforming and Creation”,”Marketing dissemination strategy”, and ”Local culture presentation”, by passing which of the directions of innovation that can rebuild the value of industry. Using Target marketing、Positioning、marketing 4P tools , exploring the marketing dissemination strategy of industry and promotion；And observing the process of combining the local culture with industry . The research adopt in-depth interview, began from June, 2010 to December, 2011.The research discover Shian-Shan Shiantsau and Cyuan-Ming Silkworm Farm both combine local resource with culture that create more the value of industries. For example: Shian-Shan Shiantsau includes Hakkas' diet culture to introduce various Hakkas special products, hian-Shan Shiantsau even brings the symbol of Hakka's culture, " Tung Blossom",to the design of product. In the edible environment, utilizing the Hakkas image ornaments to build up the atmosphere of Hakka's culture space. The early Japanese colonial period to 1990s, the silkworm industry in Taiwan is a Source of income of Hakka ethnic who lived around Dahu Township of Miaoli County. Cyuan-Ming Silkworm Farm retain intact local history and culture of the silkworm industry. Through the expertise and sericulture knowledge is passed by educational experience, creating the industry value. After the transformation, Changes in management style influence the marketing strategies of the industry. The marketing plan of Shian-Shan Shiantsau make the industry to create a favorable brand image. Successfully to achieve the promoting effect of mouth spread between blog users. Cyuan-Ming Silkworm Farm all the products are sold and produced by itself and still research and development silkworm products. Cyuan-Ming Silkworm Farm market products through the official website and experiential guide.