Study of religious festival activities and residents' identity- Take Dajia Townhouse as an example

• Main Authors: LU HSUEH-CHIEN, 呂學乾
• Other Authors: HSUEH YA HUI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/x3q4nc

碩士 === 開南大學 === 商學院碩士在職專班 === 106 === Study of religious festival activities and residents' identity- Take Dajia Townhouse as an example Abstract Taiwan is a religious and religious country, and Buddhism and Taoism are the main religions in the family. Therefore, large and small temples can be seen every in Taiwan. In order to attract more males and females, some temples have designed a series of merchandising activities and promotional activities in conjunction with local governments to strengthen their own advantages. They have also successfully attracted a steady stream of believers and have driven local agriculture. Tourism industry, enhance the local image. However, behind the upsurge of religious activities, there are problems such as wasteful consumption, inaccurate appearance, and weak interaction with local residents, which have become fatal to religious activities. This study takes Dajia Township and Mazu as examples to explore the marketing strategies of Zhenyi Palace and the identity of the residents living in the surrounding area. This study collects literature, newspaper and magazine materials, and field surveys. The theory and practice are mutually validated. The research results are provided to the operators for reference so that they can obtain operational benefits and achieve sustainable operations. The results show that under the technological changes of the times and technological advances, traditional religious culture is also changing. Particularly in terms of marketing strategies, such as combining technology and operating in an enterprise-oriented manner, large-scale temples also provide cloud-networking “point lights” and The service of "Ann Pacific" is combined with sightseeing to attract more tourists. In terms of towns and palaces, sesame oil and other income are not the main considerations. What they want to operate are already higher levels such as “products,” “access,” “price,” “promotion,” “people,” and “public image.” Marketing strategy. In addition, Dajia Town Palace has put in emergency assistance in recent years, and has sponsored sports and cultural activities in townships and townships. The purchase of land as a scheduled place for the construction of a child care home has actively involved in public welfare activities and social care. It is building a brand image and brand. Accumulation of assets. In terms of questionnaires, in order to ensure the credibility of the study, the survey was limited to Dajia District, Taichung City, and the target was Tachia residents over 15 years of age. A total of 176 valid questionnaires have been collected. The result is that most residents agree that this festival brings economic benefits and affirms cultural heritage, but there is no obvious help in increasing personal income.