| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 101 === In recent years, tourism was in vogue, and led the creativity economy launching. Nowadays, sightseeing is not only in the natural scenic spot or the historic resort. This study expect to expand the scope would be not limited to "park", "monument" or "museum", and so on. The subject could be turn to take the space field for the study. Because Chiang Kai-Shek Memorial Hall is for the head of state, has the museum nature, and be assigned as national the historical site and cultural landscape in 2008. Therefore, this study take the memorial hall as a case discussion object.
This study conducts by the questionnaire, in the discussion of brand equity content of the Chiang Kai-Shek Memorial Hall. In this study, 310 questionnaires were distributed, effective recovery of 304 copies. The results found that Chiang Kai-shek Memorial Hall brand equity as brand awareness, brand quality, brand image and brand loyalty. Brand awareness among customers is the highest degree of recognition, followed by the quality of the brand and brand loyalty. And brand recognition degree is minimum.
The research provides some proposals to the Chiang Kai-Shek Memorial Hall management . First, it should be implemented internal marketing and interactive marketing, to ensure the quality of services provided to improve customer satisfaction and enhance customer interaction and marketing. Another way is to develop external marketing and integrated marketing for different customer groups to conduct market segmentation. Building customer database marketing and management, which can effectively lead to customer resonance , and transfer authoritarian image of Chiang Kai-Shek Memorial Hall. Finally, it should be played experiential marketing effectiveness, so that customers have a strong brand and emotional connection, and develop positive values assets.
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