| Summary: | 碩士 === 中國技術學院 === 建築研究所 === 95 === A Study On the Marketing strategy of Quemoy cultural properties
by Chia-Chia,Chen
Think globally, act locally. In the era of globalization and information, the uniqueness of local culture should not fade away with this mega trand. The culture cultivated by local residents and natural environment has its own uniqueness and hard to be duplicated. Under the policy of “Cultural properties Preservation”, cultural properties are the base of the society and important resources to help the local area find a way out. In marketing the local area, the spirit, the cultural identity, and the uniqueness of the area are the keys to success. That is especially the reality that Quemoy, embeded with aboundant cultural and natural resources, holds.
This research tries to integrate the dimensions of preservation and marketing and focus on reinforcing preservation and development of Quemoy assets through marketing strategies. The purposes of the reseach are as followed:
1. Analyzing the basic strategies of maketing cultural properties.
2. Analyzing the potentials and qualities of Quemoy cultural properties.
3. Furthur study on the strategies and procedures of marketing Quemoy assets.
Under the current of globalization, “culture” is almost the only way to diversify one place to another. This research is based on the methodoligies of paper analyzing, case study, SWOT, and TOWS study. We try to build up procedures of marketing cutural assets, and with the clear stages and procedures, we expect ourselves to beter protect the quality of local cultural properties and upgrade the vivid power of local knowledge.
In our research, we found that Quemoy cultural properties conceive three major charaters, -- uniqueness, touchablity, and multi forms – and are exhibited under the four different time and social environments – the southern part of Fukien Province, the hometown of overseas Quemoyese, once battle fields , and now unique local industry. In the case studies, we found that the power of local identity can help the development of Quemoy cultural properties. If the development it self can even brings profit to local economy, then the power of the identity will be multiplied. Therefore, a good cultural properties marketing strategy can improve the development of local economy and with a better economic condition, local identity of that cultural asset can be reinforced, such as the case of Quemoy Liquor industry. And of course, vice versa, such as the case of the parade fesitival of the county God, which derived from local religious ceremony now has become well-known fesitival and brings a lot of tourists during that period of time. Therefore, Quemoy definately has the potential to commercialize its cultural properties and its patriarchal clans can play important roles of agglomerating local identity, as long as residents are offered with a solid and easy-to-use procedure to help them do the marketing and evaluations of each project, so that they can accumulate their experiences and grow deeper their cultural roots.
With well-planed marketing strategies, this tiny island can be crowned as “Quemoy — the island glittered with historical cultural charms.” And only with the schemes of the cooperatoin of public groups and private clans can the overall identity be built --- value their cultural properties and believe they’re the best way for Quemoy to walk a way out, which means to accredit each imortant historical bulding, archetecture and village as cultural properties and help tourists better experience and touch Quemoy through its own unique local industries. With powerful marketing strategies, Quemoy will possess the active image of being both well-preserved and well-developed.
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