現在位置 首頁>檢索服務>詳目式

全文限國圖網域開放

博碩士論文: 政府政策行銷策略成效之研究 : 以客家桐花祭活動為例=A study of the government’s strategic results of policy marketing, using the Hakka Tung Blossom Festival as an example

  • 作者:邱秀宇(Hsiu-Yu Chiu)(研究生)
  • 其他作者:陳定銘(Ting-Ming Chen)(指導教授)
  • 語文:中文
  • 出版者:國立中央大學
  • 系所名稱:客家政治經濟研究所
  • 學位類別:碩士
  • 出版日期:2009
  • 畢業學年度:97
  • 頁數:373
    • 主題:文化景觀-其他
    • 關鍵詞:客家桐花祭、節慶活動、政策行銷、德菲法、層級分析法、The Hakka Tung Blossom Festival、Festival Activities、Policy Marketing、Delphi Method、Analytic Hierarchy Process (AHP)
    • 國家:臺灣

    摘要:

    近年來,隨著民主思潮與政府職能擴充,傾聽人民的聲音、滿足民眾需求,衍然成為現代國家極重要的課題,也因此,政府政策行銷的策略影響著政府每一個政策的成效,甚至牽動著人民與政府間的關係。對於客家族群而言,客家桐花祭活動可以說是極具代表性的文化創意產業活動,目前以桐花為意象的產品與產業正蓬勃發展。行政院客家委員會自2002年舉辦以來,此活動為客家地區在深耕文化、振興產業、帶動觀光、活化客庄上扮演重要角色,基此,本研究針對舉辦至今的客家桐花祭活動,探討政府在客家桐花祭活動中政策行銷策略模式、實際成效及現況。
    本研究採取三回合匿名式專家集體決策德菲法(Delphi),以建構「客家桐花祭活動政策行銷策略成效評估指標」;此外,為評估各面向指標相對重要性權重分配與排序,乃運用層級分析法(analytic hierarchy process, AHP),旨建構「客家桐花祭活動政策行銷策略成效評估指標相對權重體系」;最後,經由產、官、媒、學各界利害關係人的深度訪談,窺探活動發展現況與實際行銷成效。研究發現,客家桐花祭活動政策行銷策略成效評估指標與相對權重體系,共分成四大面向及19項次級指標,四大面向依其重要性分別為:活動推廣:宣傳倡導與行銷面向(29.5%)、活動效益:客家文化發展與地方永續面向(28.1%)、活動管理:政策規劃與執行面向(22.8%)、活動內容:客家文化創意面向(19.5%)。最後,研提七項政策建議:(1)擴展行銷策略的廣度與深度;(2)階段性角色轉換;(3)顧客需求的配套措施;(4)人才培育與新血注入;(5)區域性整合模式;(6)尋求國際藝術節模式;(7)桐花經驗的傳承等,俾供決策當局調整客家桐花祭活動或各項客家節慶活動行銷策略之參考。
    In recent years, along with democratic trend and the expansion of government functions, listening to the voice of the people and satisfying the public’s needs have become an extremely important topic for modern countries. Therefore, the government’s strategy of policy marketing will influence the results of every government policy, even affecting the relationship between the people and the government. As for the Hakka people, the Hakka Tung Blossom Festival could be one of the most representative activities of cultural creativity industries. Currently, the symbolic products of tung flower and related industries are flourishing and developing. The Council for Hakka Affairs of Executive Yuan has been holding this activity since 2002. This activity has played an important role in promoting the culture in Hakka regions, prospering the industry, promoting tourism, and activating the Hakka villages. Because of this, the research geared toward the Hakka Tung Blossom Festival (which is still being held today) and discussed about the government’s strategy model, actual results, and present condition of government’s policy marketing in the Hakka Tung Blossom Festival.
    This research utilized the three-round Delphi Method of anonymous expert group to construct “the Hakka Tung Blossom Festival’s strategy result evaluation index of policy marketing”. Besides, in order to evaluate the weight distribution and ranking of each dimension’s index relative significance, the analytic hierarchy process method (AHP) was used. The purpose was to establish “the evaluation index relative weight system of the strategy results of policy marketing in the Hakka Tung Blossom Festival”. Lastly, through conducting in-depth interviews with the interested parties of the industries, the government, the media, and the academic field, we could understand the development and the actual marketing results of the activities. The research discovered that “the evaluation index relative weight system of the strategy results of policy marketing in the Hakka Tung Blossom Festival” could be divided into 4 dimensions and 19 secondary indexes. According to the significance, the 4 dimensions are: the dimension of propaganda and marketing (activity promotion, 29.5%), the dimension of the Hakka culture development and local sustainable management (activity results, 28.1%), the dimension of policy planning and execution (activity management, 22.8%), the dimension of the Hakka cultural creativity (activity contents, 19.5%). In the end, the research proposed 7 policy suggestions: (1) expanding the width and depth of the marketing strategies, (2) stage by stage role switch, (3) the complementary measures fitting the customers’ needs, (4) the training plans of talented individuals, along with the addition of new people, (5) the regional integration model, (6) seeking the mode of international art festivals, (7) passing down of the Tung flower Festival experiences. The aforementioned information serves as a reference for the related decision makers regarding the Hakka Tung Blossom Festival or various kinds of Hakka Festival activities.

    目錄:

    第一章 緒論 1
    第一節 研究動機與目的 1
    第二節 名詞釋義 6
    第三節 研究流程 8
    第四節 研究範圍與限制 9
    第五節 相關文獻檢閱 11
    第二章 文獻探討 31
    第一節 節慶活動 31
    第二節 政策行銷 57
    第三節 客家桐花祭活動析探 85
    第三章 研究設計 97
    第一節 研究架構 97
    第二節 研究方法 99
    第三節 研究對象 106
    第四節 德菲問卷與層級分析問卷的實施 113
    第四章 研究結果與討論 121
    第一節 德菲問卷調查結果分析 121
    第二節 層級分析法結果分析 199
    第三節 深度訪談結果分析 216
    第五章 結論與建議 233
    第一節 研究發現與結論 233
    第二節 研究建議 245
    參考書目 253
    附錄一:第一回德菲問卷 267
    附錄二:第二回德菲問卷 273
    附錄三:第三回德菲(最終回)問卷 282
    附錄四:第三回德菲問卷填答結果 291
    附錄五:層級分析法AHP問卷 295
    附錄六:深度訪談題綱 304
    附錄七:訪談記錄(G01) 307
    附錄八:訪談記錄(B02) 318
    附錄九:訪談記錄(M03) 333
    附錄十:訪談記錄(L04) 349
    附錄十一:「2009客家桐花祭」活動計畫書 361
    附錄十二:行政院客家委員會「2009客家桐花祭」活動實地查核表 372