| Abstract: | Many countries use many ways to increase region visibility via unique local culture in each region in the recent years. Therefore, Festive events are usually used to promote city marketing, to assist city construction rebuilding and replace, to arouse the awareness of the residents’ cohesion, and to enhance the international competitiveness. A region such as Houli area in Taichung City has about 20 saxophone manufacturers since 1955, accounting for 75% of the number of firms and the output value is about NT $ 8 billion a year. (Source: CONTRIBUTIONS saxophone Memorial).Taichung musical festival was held since 2006, each year attracted about 60,000 people to participate in the event, bringing many peripheral benefits. That is why this study chosen Taichung musical festival for the study. The study use main activities, sales exhibition, cultural learning, entertainment, major events (Yu, Ying-Miao, 1999) that were covered by the festival, to compare with Philip Kotler (1993) and other scholars of the three-level marketing–planning team, marketing factors and target market as the main facts, to figure out how Taichung musical festival to drive the development of Houli city marketing direction.
The research was found: 1.the planning team needs to management expenditure and restrict manpower for the festival
The research was found: 2.Marketing factors – (1) Image Marketing –Houli saxophone unique cultural imagery has successfully created a "musical instrument capital "image of the city (2) attraction marketing – musical festival held in Taichung (3) marketing infrastructure – lack of perfect place to hold the related activities (4) marketing staff– the contribution of well-known local figures Mr. Zhang Lian–chang who led the entire regional development of saxophone related business
The research was found: 3. Target Market – to enhance the Houli visibility in musical instrument industry in the world. That will expand the international export market and attract more international look to know this city. Therefore, a successful festival needs to co-work by the government, local people and sponsors to achieve it, and also needs to keep rising accomplishment in culture in the region. That will make the value of the activities continually |
