| Summary: | 碩士 === 國立勤益科技大學 === 研發科技與資訊管理研究所 === 97 === In our times the purpose of the promotion of cultural and festival activities is based on the production of goods in any given economy and normal consumption behavior, including the selling of any and all affiliated products. The consuming behavior of consumers in contemporary marketing constructs will become the primary power to enhance regional economies and strengthen individual countries. As far as consumers are concerned, the willingness of people to spend money is dependent on the value of products and services, and consumers’ willingness to use both their visible and invisible currency to indicate their willingness to pay. In subjective conditions, consumers must have the intention to purchase and desire to buy. The owner should analyze the culturally affiliated product, figure out the advantages and disadvantages of said product, and then make an appropriate assessment of the product.
The purpose of this study is to take “DA Jia Mazu International Festival” as an example to explore the research of the cultural product’s marketing strategies, the various products’ degree of success in sales in the public, the organizations, and the owners, and the regional industry ecology. The researcher makes use of the questionnaires and the integral weighting coefficient from AHP to make up the score form for cultural creative products’ marketing strategies and tries to figure out what the most important evaluative factors are while the consumers are buying the cultural product.
According to the results of the literature reviews and the analysis of AHP questionnaires, the researcher starts to draw up the outline and the questions of the interview, at the same time, the researcher also confirms the time of the interview and the list of interviewees. Then the researcher works on interviews and gets more research data from the interviewees.
The present study adopts both qualitative research and quantitative research to collect the data. The researcher verifies the qualitative data from in-depth interviews and the quantitative data from the AHP and whether or not both sets of data are corresponding to each other or not. The researcher will establish the index items for analyzing the cultural creative products’ marketing strategies. At the same time, the owners will combine marketing and creativity to improve the management and production. In the end, the improvement of the product and the new strategies will cater to the future consumers’ consuming willingness in culturally creative product marketing.
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