本研究探討屏東縣客家文物舘對於客家文化的發揚、客家文物的收藏、保存與展示等業務，在政策行銷策略模式中的實際成效及現狀。 本研究採用質性研究法，藉由文獻分析及深度訪談來探究本文的研究問題。將政策行銷策略的組合要素：產品、價格、通路、促銷、夥伴及政策，作為分析屏東縣客家文物舘的經營管理之依據。 研究者經過文獻分析後，從行銷4Ps組合要素，到政策行銷6Ps，結合專家學者的論述，並加以修正成符合本研究的政策行銷6Ps理論論述。根據訪談資料以政策行銷分析，並進一步提出建議以供政策執行機關參考。1. 建立典藏制度與發展計劃。2. 加強與各界的合作關係。3. 合理的經費補助。4. 加強到館的交通配套措施。5. 以屏客舘為核心帶動六堆文化觀光。6. 協助推動六堆文化創意產業。 This thesis will explore the actual achievement and current status in the policy marketing strategy of Pingtung Hakka Relics Mall , regarding the promotion of Hakka culture and the relative cultural relics collection preservation and exhibition. Through relative documentary analysis and in-depth interviews , qualitative research methods are adopted to explore the concerned topics. The elements of policy marketing strategy : product , price , place , promotion , partnership and policy ,are taken as the foundation of this Hakka Relics Mall management analysis . The researcher has combined basic 4Ps marketing elements with policy marketing 6Ps and different scholars` thesis through document analysis to amend the policy marketing strategy 6Ps theory applicable to this particular thesis. Further recommendations based on in-depth interviews analyzed with policy marketing are proposed for the reference of the policy implementation authority . The suggestions are as follow:1. To establish a relics collection and preservation mechanism and development plans for the Relics Mall ;2. To enforce partnerships with all parties from different fields;3. To gain reasonable fundings ;4. To strengthen supporting traffic measures for visiting the Relics Mall;5. To elevate Liutui Cultural Tourism with Pingtung Hakka Relics Mall as the driving sore;6. To help promote Liutui cultural and creative industries.
