客家饮食意象之整合行销传播策略

【外文题名】A Study of Integrated Marketing Communications Strategies for Hakka Dietary Image

【作者】 林丽桦

【关键词】 意象 客家饮食意象 整合行销传播

【外文关键词】 Image Hakka Dietary Image Integrated Marketing Communications

【导师姓名】丘昌泰

【学位名称】硕士

【学位年度】暂无

【学位授予单位】暂无

【所属分类】B84

【录入时间】2014-11-17

【全文挂接】 读秀挂接

【摘要】食文化產業致勝的要素；同時，我們可以發現，隨著台灣當前文化創意產業與觀光產業的蓬勃，地方經濟與社會也逐漸進入文化消費的時代。我們必須瞭解客家飲食意象最終行銷的主要商品仍是客家菜，因此綜觀上述可知，台灣客家飲食產業的推廣需要更多自身料理精進的內涵來架構，更需要加強行銷傳播工具核心概念的整合，才能確實的將客家飲食意象傳達到大眾心中，進而讓民眾產生感動，建立長久忠誠的消費行為關係。
本研究著重以「顧客」觀點出發，希望藉由客家飲食意象的行銷，在推展客家飲食產業的起點上，首要確立客家飲食意象的構面，讓客家飲食意象的行銷，藉由傳播工具管道的整合，產生「深根文化」的成效。再者，經由實證分析研究發現的結果，針對整合行銷傳播4C要素提出行銷策略，並從公部門角度提出政策性建議。
最後研究者則針對其研究心得，歸結出重要性結論如下：
一、 客家飲食在「形」的美學文化精進的必要性
二、 建立客家飲食LOGO符號意象的品牌價值
三、 政府政策攸關客家飲食產業的成敗—客家飲食餐廳認證與評鑑制度的建立...

【外文摘要】Only there is “vision” will there be a direction for the culture to take root. The Hakka dietary culture, which is rooted in the long-running traditional Hakka culture, blending a new Hakka cultural element of the contemporary Tung Blossoms that transcends the people with a spiritual enlightenment has emerged as a key that motivates the researcher to want to market the Hakka dietary image. Adopting an integrated marketing communications remains the key to reinvigorating the Hakka dietary industry. Extending and deep-rooting the Hakka dietary image and integrating a communication strategy derived from the 4C framework continue to be the critical elements in reinventing the Hakka dietary cultural industry; meanwhile, we are able to find that as Taiwan’s contemporary cultural creative industry and tourism industry thrive, the local culture and the society as a whole will also embrace an era of humanity consumption. With that, we need to understand that the key product in the Hakka dietary image to be marketed ultimately remains the Hakka cuisine, hence as can be extrapolated form the foregoing stated, promoting the Hakka dietary industry calls for more than mapping out an inward culinary refinement in substance, but also requires integrating the core concept by stepping up the marketing and communications medium in order to truthfully convey the Hakka dietary image to the minds of the masses, and in turn to instill a long-term, loyal consumption relationship by instilling the people with a touching sensation. The study aims to explore the marketing of the Hakka dietary image broach from the perspective of the “customer” by ascertaining first the constructs of the Hakka dietary image in promoting the Hakka dietary industry, whereby marketing the Hakka dietary image, coupled with integrating the communications medium, is able to create a “deep-rooting” cultural yield. Moreover, findings derived from the factual analysis study are used to propose the marketing strategy that integrates the 4C marketing and communications elements, and to present policy recommendations from the perspective of the government arm. Lastly the researcher focuses on the study findings to derive critical conclusions as follows, ⅠThe necessity for the Hakka diet to seek refinement in the aesthetics of the “Tangible” esthetics culture. Ⅱ The brand value for instilling a logo representative of the Hakka dietary image. Ⅲ The success of the Hakka dietary industry hinges on government policy--the Hakka restaurants’ certification and evaluation...