The Study of Marketing Strategy from Traditional Industries: The Case of Handmade Plain Misua Industry in Kinmen


Plain misua evolved from traditional Chinese pasta. Since the ancestors’ era, it has been one of the most important food ingredients used for ceremonies of long-life and birthday greetings, temple’s worship, as well as the local street foods. The plain misua is one of the most local products of Kinmen county. Early inhabitants have ground their own flour to produce plain misua. Nowadays, there are still several handmade plain misua factories clustered together, which has become the characteristic of local industry. Moreover, there are several ancient plain misua factories in the Kinmen area, who have accepted the concept of marketing and transformed to tourism factories. Their experiential marketing schemes are widely praised by visitors. This study focus on marketing strategy for local plain misua industry , with a comparative analysis on marketing schemes adopted by local tourism factories. Techniques including visiting interview in depth, and questionnaire survey. By analyzing the results from the survey and to compare it with the impacts of marketing strategy adopted by local tourism factories, this report provides recommendations for traditional industries marketing strategy; furthermore, to predict how to maximize the marketing effects of traditional industries under the expectation of its competitive advantages and more importantly to create a new brand value.

Author Information
Chih-Chieh Lee, National Quemoy University, Taiwan

Paper Information
Conference: ACSS2017
Stream: Economics and Management

This paper is part of the ACSS2017 Conference Proceedings (View)
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Posted by James Alexander Gordon