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

Tien-Li Chen, Hua-Chia Ko


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.


Aboriginals in Taiwan, cultural merchandise, marketing channel, artifact

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