| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 103 === The Marketing Strategies Cultural and Creative industries
an example of special industries at Gongguan Township in
Miaoli County
Student：Pei- Shan Hsueh Advisors：Dr.Bang-Han Chiu
Submitted to Executive Master of Business Administration Program
College of Management,
Yuan Ze University
ABSTRACT
This study explores how to package traditional local specialties with creativity or culture to establish new industries. The study adopts the method of case study, using Chihshang Township in Taitung Country, Beipu town in Hsinchu County, and aboriginal tribes Smangus in Hsinchu County as benchmarks, to explore the characteristics of the local industry development at Gongguan township. Our findings indicate that although part of industries in Township Gongguan (Zizphus-Jujuba) has been successfully moving forward to the in-depth cultural and creative travel, there are still many gaps in industry development to be filled. The Gongguan township should replicate the successful strategies applied on Jujube industry to develop other parts of industries so that Gongguan Township can promptly become the first tier all-in-one recreation area.
Keywords: industrial with local characteristics, cultural and creative industries,
marketing strategy
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