日本沖繩金武町自然體驗學習設施館 策略實務研究

ASIA unversity > 管理學院 > 休閒與遊憩管理學系 > 博碩士論文 > Item 310904400/114287

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/114287

Title:	日本沖繩金武町自然體驗學習設施館策略實務研究 Strategic Practice Study of the Nature Mirai Experience Learning Facility in Kin,Okinawa, Japan
Authors:	廖振宏 LIAO, JHEN-HONG
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	體驗型民宿;口碑行銷;網路行銷 activity-provided homestay;word-of-mouth marketing;Internet marketing
Date:	2020
Issue Date:	2022-12-14 09:13:47 (UTC+0)
Publisher:	亞洲大學
Abstract:	技術報告前往日本沖繩針對當地特色自然體驗學習設施進行專題研究，並於規劃沖繩旅遊淡季時間，2020年2月上旬前往研究基地調查，本技術報告考察自然體驗學習設施在淡季時的行銷策略，並運用直接觀察法去找尋自然體驗學習設施內部優劣勢以及外部機會與威脅的SWOT分析，再以PEST做外部環境分析之後蒐集自然體驗學習設施的STP分析，並運用STP分析找尋其市場定位及目標客群。本技術報告先整理了實際遇到的狀況，從訂房、實際的淡季狀況、語言、目標客群、網路行銷的問題點，針對其資訊去做社群媒體行銷策略的改善並且試做範例以供自然體驗學習設施社群媒體改善參考。本技術報告針對網路行銷及網路口碑行銷的重要，找尋Facebook、Instagram的最佳行銷發文時間，以及改善發文的內容，且增加Google評論的重要性以及如何使用關鍵字來增加自然體驗學習設施的曝光率，並且增加現今的新興職業Youtuber作為合作的對象，以達到網路口碑行銷的發展。由此給自然體驗學習設施的社群媒體行銷做改善的建議，讓金武町自然體驗學習設施推廣的更加完善。 This technical report presents a monographic study of the Nature Mirai Experience learning facility in Okinawa, Japan. The study team visited the site in early February 2020, which was during the low tourist season in Okinawa. This technical report examined the marketing strategies of the Nature Mirai Experience learning facility during the off-season. Direct observation was used, and internal advantages and disadvantages and external opportunities and threats were identified by analyzing strengths, weaknesses, opportunities, and threats. Political, economic, social, and technological forces were investigated to examine the external environment. The learning facility was analyzed using the segmentation, targeting, and positioning model to define the its market positioning and target customer groups. This technical report first presented actual conditions the team observed, , including problems regarding reservation, off-season situation, language, target customer group, and internet marketing. Based on the identified problems, a proposal concerning social media marketing strategy improvement was provided. Examples of improving the social media marketing strategy of the learning facility were used for reference. This technical report identified the importance of Internet marketing and word-of-mouth marketing and provided the following improvement strategies to develop online word-of-mouth marketing: 1) Find the best time to post on Facebook and Instagram for marking; 2) improve the content of social network posts; 3) emphasize the importance of Google comments; 4) use keyword search functions to increase the exposure rate; and 5) cooperate with newly emerging professional Youtubers. These suggestions for improving social media marketing can help promote the Nature Mirai Experience learning facility.
Appears in Collections:	[休閒與遊憩管理學系] 博碩士論文

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