露營車創意設計的經營行銷之研究－以詩情花園渡假村為例

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/29656

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Title:	露營車創意設計的經營行銷之研究－以詩情花園渡假村為例
Other Titles:	The Study on the Operation and Marketing of Campervan Creative Design--A Case Study of Poetic Garden Resort
Authors:	呂孟勳 LU, MENG-HSUN
Contributors:	文化創意事業管理學系趙家民 CHAO, CHIA-MING
Keywords:	經營行銷;創意設計;露營車 marketing;creative design;campervan
Date:	2023
Issue Date:	2023-11-09 10:03:29 (UTC+8)
Abstract:	本露營車創意設計的經營行銷之研究，目的是為了解國人對於「定點式露營車」喜愛的理由和原因，及目前國內旅遊市場對於露營車業者經營方式、商業模式和行銷內容之探討。　　研究方式採用半結構式的訪談法，以訪談方式進行資料收集，彙整後總結出研究的結果，並在設計前發現露營車上用到的創意設計，不單純來自於各式不同的外觀或風格，因此以如何做到創意設計與經營行銷為主要方向，去了解在露營車本身外觀外，能夠運用的創意，並以此提升主體其他部分的設計，達成更好的經營與行銷。　　在訪談上選擇具有相關專業能力的對象，能保持訪談結果的有效程度，並詢問其看法與想法，研究訪談後提出結果跟建議，作為未來詩情花園渡假村在露營車創意設計和經營行銷上的改善，詳下列因素。1. 更多不同主題款式，如結合節慶文化的主題。2. 更貼近現代年輕消費者創意，如新穎的打卡景點。3. 特色餐飲創意設計，如不同於傳統的BBQ烤肉設計，如加強客人的視覺感受。　　The purpose of this study is to explore the reasons and factors that influence people in Taiwan to choose “stationary campervans” as their camping option. It also aims to explore the current market trends and discuss the business models, marketing strategies, and content used by campervan operators in the domestic tourism industry.　　The research methodology employed a semi-structured interview approach to collect data. Through interviews, the gathered information was analyzed and summarized to derive the result findings. The focus of the study was on how to achieve creative design and effective marketing for campervans, beyond just the aesthetics or style. It sought to understand the various creative elements that can be incorporated into the campervan design, aside from its external appearance, to enhance other aspects of the vehicle and achieve better business operations and marketing outcomes.　　Interviewees with relevant professional expertise were selected to ensure the validity of the interview results. Their opinions and ideas were sought to formulate recommendations based on the research findings. These recommendations will serve as guidelines for future improvements in the creative design and marketing strategies of the Poetry Garden Resort's campervan offerings. The following factors are considered:1. Diversifying the range of themed designs, such as incorporating festival cultures.2. Catering to the creative preferences of modern young consumers, such as offering unique and Instagrammable attractions.3. Innovative designs for specialty dining experiences, such as unique BBQ setups that enhance guests' visual experiences.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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