| Summary: | 碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 105 === Cultural Marketing is a popular issue after 2010 and needs more research to show its significance in industries related to culture. . This study tries to use Experimental Marketing in a cultural related religion in Taiwan.. In this culturally related religion, the main purpose for believers is to allow them to satisfy their psychological needs. The purpose of this study is to investigate the marketing strategy of Changhua NaoYao Temple with a particular emphasis on experiential marketing. This study intends to verify that experiential marketing, in this particular case, can increase the population of believers, attract younger believers, and reduce the average age of believers. Experiential marketing includes see, hear, participate, feel, think and act. See, hear and participate can ignite the participant’s feeling about Mazu. Feel, think, and act can allow the participants to connect and relate to Mazu. In this case study, I examine the marketing strategy of Changhua NaoYao Temple and discuss its deficiencies. I also provide the solutions to those problems and gave some expectations and suggestions to the direction of future development of Taiwan''s traditional belief so that to strengthen the position of E Changhua NaoYao Temple.
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