A Study On The City Marketing Strategies Of Taipei Pineapple Cake Cultural Festival

• Main Authors: Liu, Jung-Ju, 劉宗儒
• Other Authors: CHANG,SHIH-HSIEN
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/c9c8z8

碩士 === 國立臺北大學 === 公共行政暨政策學系 === 103 === The purpose of this study is to discuss the marketing of Taipei city,case study of Taipei Pineapple Cake Cultural Festival. The Taipei Pineapple Cake Cultural Festival as a marketing strategy for the city of Taipei, produce marketing strategy by marketing purposes. As for how to understand the marketing strategy? From the general strategy of the use of 4P (product, price, place, promotion), plus partners and policy strategies. This study adopts Taipei Pineapple Cake Cultural Festival as the study subject,conducting literature review, in-depth interviews, and SWOT analysis to explore themarketing strategies. It is discovered that case has the following strengths and weaknesses: 1. Lack of international marketing. 2. Lack of professional tour staff. 3. Activities and monotonous repetition rate. 4. Tickets for most tourists accepted. 5. The MRT in Taipei is convenience. 6. The lack of multi-lingual signs. 7. The depth and breadth of propaganda are inadequate. 8. Lack of cooperation and sightseeing tourism. 9. Too many similar activities. 10. Neither organized by time and place fixed. Based on the findings, this study proposes 10 suggestions of marketing: 1. Strengthen innovation pineapple cake. 2. Based multi-national foreign language skills fixture navigation guide. 3. Let catering majors put pineapple cake contest use of students to participate in the enthusiasm and creativity to enrich the whole event. 4. Admission for foreign tourists with passport. 5. Setting signpost finger. 6. Set multi-lingual signs. 7. Electronic marketing. 8. Strengthen cooperation with the tourism industry,and tourist passport issuance. 9. Integration of similar properties festivals. 10. Time and place fixed held. 10 specific recommendations for future decision makers. Keywords: Taipei Pineapple Cake Cultural Festival, City Marketing, marketing mix, SWOT analysis.