The Application of Integrated Marketing Communication in Festival Events-- Based on the Yilan International Children’s Folklore and Folkgame Festival in 2004.

• Main Authors: Wei-Ming Chuang, 莊瑋民
• Other Authors: Tsulung Wang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/70926189628471470842

碩士 === 佛光人文社會學院 === 傳播學研究所 === 93 === This research studies the 2004 Yilan International Children’s Folklore & Folkgame Festival by using the concepts of the Integrated Marketing Communication (IMC). There are two axles in this research: First, the integration of the stakeholders. Since a good festival requires stakeholders’ cooperation from different levels, this study wants to know the way of interaction and communication among them. Secondly, How to develop the .IMC strategies Since IMC requires a consistent message generated by different stakeholders around the activity, this study wants to know whether the 2004 I-Lan International Children’s Folklore & Folkgame Festival achieved the requirement. This research has the following conclusions: On “The integration of the stakeholders” 1.The “due-roles” benefits the interactions and communication with stakeholders. 2.The long term cooperation with stakeholders inhibits good interactions and communication. 3.An established “core-value” as the base of communication is very helpful to remove the communication obstacles and to smooth the disagreement among stakeholders. On “The IMC strategy” 1.The messages around the festival are not fully integrated, which reduces the efficiency of communication. 2.Multiple methods of communication are utilized, but not successful. The use of new communication technology should have been paid more attention to. 3.Whether the tryout of carton icons is successful remains watching.