There seems to be a certain degree of mutual exclusion between“Religion” and “industry”. Due to Taiwan government's emphasis on the development of cultural and creative industries, the religious cultural and creative industries have evolved from implicit economic operations to explicit religious management issues. In Taiwan, the spread of religion is no longer based solely on traditional missionary thinking as a basis for proliferation. Instead, it is transformed into a product that heals people's hearts with religious cultural elements that unique to each religion, as a powerful tool for demonstrating doctrine and boosting religious economic growth. In order to understand the characteristics of being a religious cultural and creative commodity, this thesis attempts to employ the thought of sacredness of Western religion as the basis, trying to find out the sacred characteristics of Taiwan's religious cultural and creative products. Furthermore, based on the theory of marketing, the marketing mix concept for Taiwan’s religious cultural and creative products has been proposed. The purposes of this paper are: 1. to analyze and summarize the development of the "sacredness" nature of the core of Western religion, and to compare the meaning and appearance of "sacredness" meaning in Taiwan’s religious cultural environment. 2. to understand the appearance of Taiwan's religious cultural products, especially the religions of Buddhism, Taoism and folk religion, trying to find the possible connection between sacred meaning and religious cultural products. 3. to propose the marketing mix elements of Taiwan's religious cultural and creative products and provide explanations for its application.
This paper focuses on the review and analysis of literature, supplemented by market observations and expert interviews. Based on the three major categories of consumer commodity demand attributes (functionality, empiricism and symbolism), this study proposes three characteristics of religious cultural and creative products, namely the representation of religious life patterns, the transformation of religious meanings and the injection of sacred elements. In the continuation, the sacred elements of religious cultural and creative products are used as the basis for discussion. With reference to the traditional marketing mix theory, the five marketing elements of cultural and creative products are proposed, namely, products, prices, channels, promotion, people and relationships. With the understanding of these six marketing mix elements, hopes to construct the marketing mix theory of Taiwan's religious cultural and creative products. This study begins with the exploration of the sacredness of Western religions, and then takes the religious cultural and creative products characteristics of Taiwan's religious, such as Buddhism, Taoism, and folk religions, and the traditional marketing mix theory as the main axis in order to conclude and pro
