| Summary: | 碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 96 === “Happiness is always Happening” while sky-lamps slowly are flying into sky, and drawing a lighting track in the dark sky, and presenting one marvelous bright and dazzling beautiful scenery. This symptom can make whole year of happiness through Ping-Xi Sky-Lamp which is a special folk custom festival activity.
Ping-Xi Sky-Lamp created a Genius World Record in year of 2000 and went through Satellite to relay a TV broadcast into over seventy countries around the world. This activity was jumping into international platform. It brought Ping-Xi area to have a good tourism value. Currently, many of local festival activities were faced with crisis by duplicating or replacing around the Taiwan but Ping-Xi Sky-Lamp is still outshining others and have famous named “Northern Sky-Lamp”. This article is researching about its marketing strategy and successful factors.
The methods of this study are literature analysis and deep interview with 11 persons who held Ping-Xi Sky-Lamp festival , including Taipei County office, Ping-Xi local industry and local residents.
This study finds: The key successful factor of Ping-Xi Sky-Lamp Festival activity is that the symbolism of light Sky-Lamp to make wish and pray for blessings ,which can’t be duplicated and replaced, and can catch people’s feeling that are shouting from their mind inside.
The conclusion of this study is: the local festival activities of marketing strategy must come from people’s deep inside of heart for praying fortune.
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