社區發展模式與行銷策略之研究：以嘉義縣逐鹿部落為例

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/29080

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题名:	社區發展模式與行銷策略之研究：以嘉義縣逐鹿部落為例
其它题名:	A Study of Community Development Model and Marketing Strategy: The Case of Veoveoana in Chiayi County
作者:	安莉珠 AN, LI-CHU
貢獻者:	企業管理學系管理科學碩博士班涂瑞德 TWU, RUEY-DER
关键词:	社區發展;地區行銷策略;體驗行銷 community development;regional marketing strategy;experience marketing
日期:	2022
上传时间:	2022-08-31 09:36:55 (UTC+8)
摘要:	本研究探討逐鹿部落社區發展現況與地區行銷策略，藉由個案研究，選擇6位逐鹿部落社區幹部和店家負責人研究對象，並且採取深度訪談，進行資料蒐集與分析。研究結果顯示，逐鹿部落社區發展模式著重在：(1)文化健康站，照顧部落長輩；(2)文化共學教室，提供孩子們課後輔導並透過共學方式學習鄒族傳統文化與工藝技能。逐鹿部落的行銷策略，主要透過：(1)節慶觀光的促銷推廣方式，將節慶活動之資訊傳播到各地，吸引民眾前往參加，並且帶動消費人潮；(2)結合地方節慶活動來帶動商品發展策略，讓社區居民發揮以逐鹿為主軸之創意商品與傳統美食的開發；(3)將社區資源統整，運用各項資源與多元的宣傳管道，配合周遭景點，提升逐鹿部落之商圈品牌，並且進行聯合促銷；(4)發展特色風味餐，藉此進行新產品開發，並且提升部落共同經營與創造的競爭力。至於地方特色產業未來之發展重點，主要包括，(1)結合地方觀光產業來發展文化園區；(2)建立地方特色產業聚落及(3)強化逐鹿部落的特色產業。　　This research explores the current situation of community development and regional marketing strategies of Veoveoana in Chiayi County. Through case studies, 6 tribe community cadres and store managers are selected objects, and in-depth interviews are conducted to collect and analyze data. The research results show that the Veoveoana’s community development model focuses on: (1) Cultural health station, taking care of tribal elders; (2) Cultural co-learning classroom, providing children with after-school tutoring and learning Tsou traditional culture and craftsmanship through co-learning . The marketing strategy of the Veoveoana is mainly through: (1) Promotion and promotion of festival tourism, spread the information of festival activities to various places, attract people to participate and consumers ; (2) Combine local festival activities to drive product development strategies , allowing community residents to develop creative products and traditional food with the main focus of chasing the deer; (3) Integrate community resources, use various resources and diverse publicity channels, and cooperate with surrounding attractions to enhance the brand of the chasing tribe's business district, and carry out joint promotions; (4) develop special flavored meals to develop new products and enhance the competitiveness of the tribe's joint management and creation. As for the future development priorities of local characteristic industries, it mainly includes: (1) developing cultural parks in combination with local tourism industries; (2) establishing local characteristic industrial settlements and (3) strengthening the characteristic industries of Veoveoana.
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