A Study of the Correlation between Aboriginal Cultural Merchandises and Marketing Channels in Taiwan

Authors

  • Tien-Li Chen
  • Hua-Chia Ko National Taipei University of Technology, 1, Sec. 3, Zhongxiao E. Rd., Taipei 10608 Taiwan

Keywords:

Aboriginals in Taiwan, cultural merchandise, marketing channel, artifact

Abstract

This study analyzed the types and characteristics of aboriginal cultural merchandises and their marketing channels in Taiwan and explored the correlation between the marketing channels and the cultural merchandises. In-depth interviews and the field survey approach were adopted to conduct the study. Study subjects, 18 in total, were store managers or producers of aboriginal cultural merchandises in the eastern part of Taiwan. Interview results were analyzed applying the grounded theory. Atlas.ti, the qualitative data analysis software, was used for encoding and analysis purpose to further render study results. According to the results of the study, marketing channels for aboriginal cultural merchandises in Taiwan can be divided into five types, namely, studio, market activity, retail, counter, and wholesale.  Based on the production characteristics of the merchandises, on the other hand, the marketing channels for aboriginal cultural merchandises in Taiwan can be divided into artifacts, commercialized artifacts, artifact-based products, and products, four types in total. Artifacts that are primarily handmade are sold through studio, market activity, and counter-based channels. Products featuring mass production, on the other hand, are mainly sold through retail and wholesale-based channels.

References

Shi-Zhang Liao.(2011). Cultural and Creative Industries. Taipei: Chuliu Publisher.

Song-shan Wang.(2001). Art Contemporary Taiwanese Aborigines. Taipei: National Taiwan Arts Education Institute.

Max Chiwai Liu.(2001). Culture and Art of the Formosan Aborigines. Taipei: Hsiung Shih Art Books.

Taiwan Design Center.(2011). Taiwan Indigenous Peoples of Annual Report Cultural and Creative Industries. Taipei: Council of Indigenous Peoples, Executive Yuan .

Anselm Strauss, Juliet Corbin.(2002). Anselm Strauss and Juliet Corbin, Basics of Qualitative Research : Grounded Theory Procedures and Techniques. Translator: Zong- Guo Syu. Taipei: Chuliu Publisher.

Janet M. Ruane. (2005). Essentials of Research Methods: A Guide to Social Science Research. Translator: Siou-Siao Wang. Taipei: Wu-Nan Book Inc.

Danny L. Jorgensen.(1989). Participant observation: a methodology for human studies. Translator: Jhu- Ruei Yuan. Taipei: Hurng-Chih book Co., Ltd.

Geertz,Clifford.(1973). The Interpretation of Cultures. New York: Basic Books.

Glaser, Barney, and Anselm Strauss.(1967).The Discovery of Grounded Theory. Chicago: Aldine.

Downloads

Published

2014-10-15

How to Cite

Chen, T.-L., & Ko, H.-C. (2014). A Study of the Correlation between Aboriginal Cultural Merchandises and Marketing Channels in Taiwan. Asian Journal of Humanities and Social Studies, 2(5). Retrieved from https://ajouronline.com/index.php/AJHSS/article/view/1800