| Summary: | 碩士 === 國立雲林科技大學 === 企業管理技術研究所 === 88 === In community development literature, the community economic development are usually studied from the viewpoint of urban planning, land planning,. When a community needs outside resources to develop its economy, it can not go its own way and do whatever it like, or depend on the subsidy of government in the long run. Rather, it should "marketing" itself out to the customer by exploiting the community culture as the basis of its competitive advantage. This is a paradigm shift from production orientation to marketing orientation. The first step of this marketing strategy is to study the behavior of the community''s consumers. Therefore, this study explores the development strategy of touristic community from a marketing perspective.
This research is based on a set of in-depth interviews with organization leaders of 3 communities (San-Sha, Dasjh, Lukang) and a random sampling survey of the 3 communities'' customers by a structural questionnaire. Then, we compare the information gap between supply side and demand side, suggest the market segmentation factors of community marketing strategies.
We found that Community organizations generally have no idea about consumers'' demand of community products. We suggests that gender, age, degree of education, and occupation are suitable market segmentation factors. By these market segmentation factors, this research suggests various products mix to differentiate the community products, and training program to help community storekeepers to be the first line salesman of the community culture.
Keywords: community development, Social marketing, consumer demand analysis, market segments
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