| Summary: | 碩士 === 國立中央大學 === 客家研究碩士在職專班 === 99 === Due to the cultural and creative industries as a result of the infinite vitality and business opportunities, in 2002, the Executive Yuan officially listed cultural and creative industries as one of the important items of "Challenge 2008: National Development Plan". CCA also gave priority to promoting ceramics in 2003 industry, selecting "Art Deco pottery" and "Daily Tao" as the core of "the flagship program of ceramic craft industry" to promote the project. While the rich Hakka culture and local characteristics of Gongguan’s ceramics industry, in the face of the quick economic, social and environmental changes, are developing into creative industries, it should be through the marketing strategy planning to improve the competitiveness. We expect to enter the blue ocean market of cultural and creative industries through proper marketing strategy in order to achieve balanced economic and cultural sustainable developments of the two. Based on this, this study, taking "Grains Culture Village" for example, used SWOT analysis theory, the literature analysis, depth interviews and a questionnaire survey to explore the development of the creative life of Hakka industry strengths, weaknesses, opportunities and threats, and then found the current marketing strategy of the problem presented to serve further facilitate proposal of the future planning of the marketing strategy. The results showed that the development of creative culture of "Grains Culture Village" can take developing innovative ceramic products of local features, planning Hakka culture travel packages, developing different industries within the rural alliances and create a new style of ceramic products as a marketing strategy focus. Finally, we hope this study can offer the ceramic industry that when developing as the cultural and creative industries, there are relative consistencies with the direction of the reference indicators for the ceramics industry. We hope that under the changes of the times, they will have a sustainable development.
Keywords: Hakka creative life industries, Grains Culture Village, marketing strategy
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