| Summary: | 碩士 === 大仁科技大學 === 文化創意產業研究所 === 101 === The present study investigates the case of 2012 Tainan Chihsi Carnival and focuses on its operating model and Promotional marketing, exploring the possibility of festival branding and identifying potential problems. Semi-structured interviews with officials from the Tainan City Cultural Affairs Bureau were conducted to obtain their in-depth professional opinion. Semi-structured interviews with visitors of the festival were also conducted for triangulation. The study explores festival branding and its effects on the image of the city, attempts to understand current development and problems of festival branding, and makes relevant suggestions for sustainable festival branding.
Concluded five points: (1)Ｔhe Festival culture marketing strategy uses the concept of city scene, street exhibition for city marketing.(2)The management team of city government playing an important role at the Festival was the secret of the City Festival successful operations. (3)The Added values of the Tainan Chihsi Carnival Industrialization are enlivening and convert the local industries. (4)City festivals branding business depend on creating activities subject that shaping brand identity. (5)The Factors of Tainan Chihsi Carnival branding are public praise and constant innovation.
According to the Results of the research, give several suggestions to:
(1)City festival cultures should become to the ordinary people culture, to forward to develop the Festival new style. (2)Looking for popular elements to strengthen city festival brand marketing. (3)Expanding the festival planning mechanisms and integrating of the resources to upgrade Tainan unique festivals. (4)To practice the Festival brand of benefit assessment, follow-up the Festival brand value.
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