|
The New Taipei Sweet Potato Festival is one of Taiwan’s famous festivals based on local agricultural products. It’s not easy for a local festival that held annually with a 13-year history, and thus it’s worth to exploring the marketing and sustainability strategities of the festival. As the festival marketing strategies are derived from the essence of marketing, the study started from the basic theories, reviewed the literature related to policy marketing, local marketing and festival events, and found the marketing strategies and methods suitable for festival. Based on the literature review, the development of The New Taipei Sweet Potato Festival was discussed. This research use the methods of participating observation and intensive interview to find how the local development is impacted by holding and marketing festival events. After the data collection, qualitative analysis was conducted on the marketing of The New Taipei Sweet Potato Festival, SWOT (Strengths Weakness Opportunity Threats) were concluded and strategies were proposed by integrating the findings of literature review. Finally, 5P strategy including 4P plus partnership marketing was analyzed on The New Taipei Sweet Potato Festival, suggestions were made for the future development of its marketing. It’s found in the study that the marketing of The New Taipei Sweet Potato Festival can be oriented to the following 6 aspects.
1.Enriche the content of events and deepens the cultural connotation of the
festival
2.Event information should be released by the government first
3.Implement certification of the sweet potatoes and creates cultural
products
4.Integrate transportation and enhances distribution
5.Cooperate with scenic spots and diversifies industrial services
6.Raises fund independently rather than government subsidy
|