ASIA unversity:Item 310904400/3022
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 94286/110023 (86%)
造访人次 : 21663154      在线人数 : 467
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://asiair.asia.edu.tw/ir/handle/310904400/3022


    题名: Research on the Image Marketing of Bombing Handan in the Taitung Lantern Festival
    作者: chiang ming hua
    贡献者: Department of International Business
    关键词: image marketing;festival activity;marketing strategy;Bombing Handan
    日期: 2007
    上传时间: 2009-11-16 11:33:45 (UTC+0)
    出版者: Asia University
    摘要: Located in the East Taiwan, Taitung has been under-developing economically and culturally due to circumstances like inaccessible location and inconvenient traffic. Promoting tourism and festival activities to advance city development is therefore a significant method to advance the development of Taitung. Bombing Handan at the Lantern Festival in Taitung has become as renowned as Dasi Sky Lantern and Yenshui Beehive Fireworks, known as the ?Sky Lantern of the North, Beehive Fireworks in the South, and Bombing Handan in the East.? Bombing Handan is definitely the most important festival tourism activity in Taitung.
    This research employs case study method which multiple research methods. By investigating Bombing Handan in the Lantern Festival in Taitung, this research attempts to understand the image conveyed by festival tourism activities. It utilizes 6P marketing mix analysis to further probe how to conduct integrated marketing promotions in festival activities by image construction. Research result like this one can serve as a reference in designing marketing strategies for festival activities.
    The research finds in the image transmission section, the image of Handan should be converted from ?gangster god? to ?war fortune god? to reinforce the positive cultural image of Handan, accomplishing and maneuvering its marketing strategy. To enhance local tourism development and economic impact, Bombing Handan in Taitung needs to conserve its special cultural tradition and artistic values. In order for the image marketing of Bombing Handan to be appreciated, it requires citizen dedication, public sector intervention and marketing, and resource coordination by the organizer and co-organizer. It is the best way to realize the goal set for the festival activities with limited resources.
    显示于类别:[國際企業學系] 博碩士論文

    文件中的档案:

    档案 大小格式浏览次数
    0KbUnknown315检视/开启


    在ASIAIR中所有的数据项都受到原著作权保护.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈