| Summary: | 碩士 === 國立中央大學 === 客家研究碩士在職專班 === 103 === Abstract
Cultural and creative industries have brought infinite vital and business opportunities for various countries. In 2002, Executive Yuan has formally listed cultural and creative industries as an important item in “Challenge 2008: National Development Focus Plan”; Hakka Affairs Council also began promoting “Hakka Taiwan Hakka Taiwan products/vendor certification” and “Hakka Industry Counseling Program Key Business,” in order to promote Hakka industries. Facing the rapid changes in economy and society, as Hakka specialty products with Hakka cultural characteristics are being developed as cultural and creative industries, at each stage of the product output life cycle, the most innovative strategies should be implemented, through planning of marketing strategy innovation, to elevate the competitiveness of Hakka industries. It is hoped that through planning of innovative strategies, specialty businesses can work with the government in developing a blue ocean market for Hakka cultural and creative industries to achieve sustainable development in which economics and culture can coexist, based on this, this study uses SWOT analytical theory, through literature review and in-depth interviews, with vendors with Hakka specialties as case studies to explore their strengths, weaknesses, opportunities, and threats in developing Hakka cultural and creative merchandise. This study also explores the innovative strategies in the product life cycle and marketing, to provide recommendations for the government and other specialty vendors in the future. Finally, it is hoped that the research results can be provided to vendors with Hakka specialties, so that they can have more constructive referential indicators when developing cultural and creative industries in the future, so that vendors with Hakka specialties can sustain their operations in a rapidly changing time, to continue and pass on the vitality of Hakka culture.
Keywords: Hakka cultural and creative industries, vendors with Hakka specialties, SWOT analysis, 4P marketing strategy
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