A Study on the Local Marketing Strategies In Caotun Town, Nantou County

• Main Authors: MENG-HSIANG CHEN, 陳孟祥
• Other Authors: Chian Wang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/48028113543059084493

碩士 === 逢甲大學 === 公共政策所 === 96 === This research utilizes local marketing strategies to scope and conduct an in-depth interview of Caotun Township. The 11 interviewees of this study mainly come from owners in production industries, representatives of the government, scholars and people of private sectors. The research methods used were research review and interviews. The collected data was analyzed by SWOT (Strength, Weakness, Opportunities, and Threats) to gather the strength, weakness, opportunities, and threats. After examining those data by tabulated statistic matrix method, the data was applied to policy making strategies. As a result, the strategies of turning threats into opportunities and converting weakness to strengths were generated. The current conditions of the tourist outreach in Caotun Township were studied through five different perspectives. Those five perspectives include the characteristics of the township, the targeted market, marketing mix strategies, and the cooperation of the public and private sectors. Furthermore, the data was used to locate the position throughout tourist development, to develop market strategy plans, and to promote the tourist development by cooperation of the government and private sectors. The results of this research found that there are rich natural and humane resources in Coatun County. Without the use of effective marketing strategies, the characteristics of Caotun Township haven’t been manifested. The targeted market should be located in the economic and familial structure. The marketing position should be located in integration of craftsmanship of the township and its natural landscape. The price should be decided based upon the value generated by the customers. The web marketing strategy is the most commonly used strategy of distribution. Industry promotion is the most important strategy of promotion strategy. In public and private sectors, the weak cooperation of public and private sectors and the weak marketing position are the two important factors in influencing the development of tourist outreach of Caotun Township.