Marketing Strategy of Culture Creactive Industry -Take National Center for Traditional Art for Example

• Main Authors: Wan-Ting Su, 蘇琬婷
• Other Authors: 游張松
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/78549319081858753145

碩士 === 國立臺灣大學 === 商學研究所 === 96 === In Taiwan, the first “economic miracle” was created by “manufacture competency in the process of economic development.But the past competency is no longer exist, how can Taiwan use its own resources to creat economic prosperity again? The high value-added of culture creactive industry can probably highlight Taiwan. “The Challenge 2008: National Priority Development Plan “ which is announced by Executive Yuan in 2002 listed culture creactive industry as one of ten key investment palns. The efforts show our country is expanding culture creactive industry and Cultural Facility for Exhibiting and Performing industry is even more prosperous. So the researcher uses marketing mix as framework to explore the marketing strategy of National Center of Traditional Art and gives suggestions. The researcher hopes the study can give Cultural Facility for Exhibiting and Performing industry some references to make maketing strategy. The suggestions for marketing mix of Cultural Facility for Exhibiting and Performing industry are as follows. For product strategy, the activities design should focus on personal experience to let people have deeper feeling to art. Besides, National Center of Traditional Art requires varied themes to make the tourists have different feeling each time they visit. Cultural Facility for Exhibiting and Performing could combine local resources to have local characteristic. As for traffic, it requies mass transportation to access easily. For price strategy, make different price to weekdays and holidays if there are too much people in holidays and make reasonable and acceptable price of artwork. For place strategy, expand realationship to all places actively, including all schools、student clubs、companies or other clubs and travel angencies. Besides, offer convenient and mutilple places to let consumers choose their required package tour. For promote strategy, use event marketing tied in with themes of exhibition to bring the subject of a talk. Or adopt joint promotion to combine other oraganizations’ power to increase toutrists. Besides, maintain good public realationship to have effects of add fame and go public.