Using the Dramaturgical Theory to Explore the Brand Position and Theater Strategic Planning of Hakka Da Yuan

• Main Authors: Chang chung liang, 張仲良
• Other Authors: Shang-Hsing Hsieh
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/33144182279775218165

碩士 === 育達商業科技大學 === 行銷與流通管理所 === 101 === The Hakka Da Yuan was established in May of 2010 by the Miaoli County government, and is now one of the newest and most popular scenic destinations in Taiwan. This success has triggered the construction of similar Hakka cultural projects in several other cities and counties. The beautiful image of the Hakka Da Yuan’s traditional three-section compound has become so deeply ingrained in people’s minds, that it has naturally carved out its own brand niche. By further seeking to establish this brand position, as well as expanding the compound to surrounding cities and villages, this study hopes to not only prevent the decline of visitors to the Hakka Da Yuan, but also to play an influential role in the promotion and passing down of Hakka culture. “The Dramatization of Mixing Service and Marketing” strategy has been adopted to research the dramaturgical theory, which is based on the four tactical arms of performance, actors, setting, and audience. In other words, this study aims to promote a new model of Hakka culture, recognize the ideal values that the Hakka Da Yuan residents should exhibit, optimally design and utilize the space of the compound, and develop and promote its tourist market. This research would also like to serve as a reference to government, industry, academia, and the general public.