客家語言行銷策略之研究

• Main Author: 陳秀娥
• Other Authors: 黃建銘
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/73vyzz

碩士 === 國立彰化師範大學 === 公共事務與公民教育學系 === 102 === The main purpose of this study is to provide marketing strategy for the increasingly declining of Hakka culture, prompting government to treasure and take the matter of national assets, to impel more abundant for Taiwan's diverse ethnic and cultural. This study adopted qualitative research methods, visiting several well-known experts and scholars in the Hakka culture, to explore the problem of Hakka language in diverse ethnic groups facing issues against the background of the different environmental, to propose promoting marketing strategy of Hakka language, The study has found that the native capacity of many Taiwan Hakka parents is being degradation. Most of the Hakka young group can not listen and understand Hakka language, losing the heritage awareness capability of Hakka language. Especially, they interrupt mother tongue learning in junior and senior high school for the purpose of getting a good university. Today, although government concentrates on and efforts to encourage and promote the heritage of Hakka conduct classes, even high subvention. But there is no coherent strategy Hakka education, so that the Hakka language can not lead to prosperity, revival difficult, resulting in Hakka culture no flourish. For the conclusions, Hakka language education must be based on home, planning a series of marketing strategies for Hakka language by the Hakka Council and educational institutions, from families, schools, and community to implement comprehensive promotion. Hopefully, government can be expected to understand the importance and preciousness of Hakka language by this study, and giving a big promotion. In addition to make Hakka heritage restoration, better flourish on the international stage.