行銷策略與文化創意整合之模式與經驗-以龍巖公司為例

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题名:	行銷策略與文化創意整合之模式與經驗-以龍巖公司為例
其它题名:	The models and experiences for integration of Marketing strategies and Creative Culture - Longyen Company
作者:	陳天來 Chern, Tian-Lay
贡献者:	林秀鳳博士 Lin, Hsiu-Feng 會計學系
关键词:	龍巖公司;行銷策略;文化創意;殯葬產業 maketing strategy;creative culture;funeral industry;Longyen Company
日期:	2013
上传时间:	2014-02-17T03:58:59Z (UTC)
摘要:	二十一世紀全球市場邁入新經濟時代，文創是現代知識經濟的核心，文化創意透過行銷與全球接軌，各國政府也以文化創意產業，做為推動經濟成長與降低失業率的主軸，是故、他是未來的明星產業。殯葬產業是一個古老的行業，其習俗是深根蒂固，不易改變；但隨著時代演進與全球化的脈動，外來的文化流入與相互影響，也使得殯葬產業從根本起了變化，除了保留原有的禮儀，也導入新的創意，加上個性化，差異化的產品，使整個產業的向上發展更為顯著。龍巖公司是殯葬產業的先驅，在其與藝術家、建築師、音樂家、知名品牌公司等合作後，共同創造了可承載對先人緬懷的文創產品。尤其在導入文創之後，針對其產品、行銷策略、人員訓練，通路建置等，都以文創產品為核心，用故事性行銷產品，以提升公司的品牌形象，創造公司的獲利，更成為殯葬產業的領導企業。 Twenty-first century global market entered a new economic era. Creative Culture is the core of the modern knowledge economy. Creative Culture connects to the world through marketing and governments of each country also promote economic growth and reduce unemployment rate base on developing Creative Culture industry. Therefore, it is a up-rising industry. Funeral is an old industry, and its customs are deeply rooted in the society which don’t easily change; however, the funeral business have a variation which influence by environment, globalization and foreign culture. The funeral industry not only keeps the old rituals, but also comes up with new ideas. The industry provides personalized and differentiated products. Therefore, whole industry is more significant growth. Longyen company is a leader in the funeral industry which cooperates with artists, architects, musicians, and well-known companies, they create the creative cultural product for memory of ancesters. After introduce the creative culture, Longyen company focus on creative cultural products for marketing strategies, employee training, and marketing channel.They enhance the company's brand image and create a company's profitability by narrative marketing products. So, Longyen company has become a leader in the funeral industry.
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