A Study of Palace Marketing Strategies for Hakka Cultural Historic Monument：Xinpu Township,Hsinchu County

• Main Authors: Tseng,Jau-Ru, 曾昭儒
• Other Authors: 丘昌泰
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/27964874572647793424

碩士 === 國立臺北大學 === 公共行政暨政策學系 === 99 === The object of this study is Xinpu Township of Hsinchu County The purpose is to discover the history of eight historic monument in Xinpu Township; understanding how these historical interests play as an important role in the HakKa area, and their significance to the HakKa group. Base on the theory of local culture marketing and experience to study how the local government could use the resources of historic monument to develop the future marketing plan with HakKa culture. Therefore, three methods will be using in the study, including documentation study, interviewing, and SWOT analysis to analyze the advantage, disadvantage, opportunity, and threat in order to draw up the 5P marketing strategy (Product, Price, Place, Promote, Public-Private partnership) of Hakka culture. From short, mid, and long term ; bring up suggestions to the government . Discovery of the Study 1. The government start to pay attention on the value of historic monument. 2. Cannot build up the common consensus between the local residents, government and owner of historic monument. 3. Cannot keeping good communications with the government. 4. government and monument owner with different attitudes of repair historic monument. 5. Lack of overall of the place culture marketing strategy.