| Summary: | 碩士 === 南華大學 === 傳播學系 === 107 === The belief culture of The Village Deity has been popularized since the ancient times, and the related temples are spread among the countryside. Many believers go together to the temples and pray to the God on the 2ed and 16th day of each month of Chinese Lunar calendar. Because author have growing up in the countryside, I'm used to this kind of custom. The Nantou Tzunan Temple(南投紫南宮, abb. NTT), also The Village Deity, has always packed with people during the Chinese New Year, and this special phenomenon initiates my research motivation to explorate the integrated marketing strategies of the temple.
The new and old cultures meet that have challenged the management of the NTT. Around Taiwan, we worship the same Village Deity ,and lead thousands of The Village Deity temples to fight for the believers. In this seriously situation, each temple needs to considerate more creative strategies to survive. Many temples have integrated into the models of commercial operation to increase the visibility of temples and believers.
In the collection of relevant literature, author finds that, in the past, the research papers of integrated marketing of temples are very few and research topics are quite limited. Most of them are biased towards business management or media communication research. There is not any relevant research on the marketing operation of NTT. Therefore, this study attempts to analyze and propose the integrated marketing strategies of NTT. Through understanding the strategies and management methods of the NTT's integration marketing strategies, the results of study hope to provide many useful suggestions for NTT to improve it’s community images and local economy.
The research methods of the study focuse on the strategies of integrated marketing adopted by the Jhushan Community (中寮社區) and NTT, including the methods of observations, secondary data analysis, and in-depth interviews. Finally, author inductived and provided four available and operational methods for the NTT to further it's future development, which are isted as follows: (1) planning the Jinji (金雞) Culture Park;(2) creating the doll culture and promoted by the event marketing;(3) community culture tours; (4) Planning features marathon festival.
To sum up, the related activities can be incorporated into the Nantou County Cultural Season series activities, and combine with private enterprises and government units to create more tourist crowds and let the NTT continue to operate.
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