A Study Of Brand Marketing On The Sacred Buddhist Mountains From The Perspective Of Pan-tourism

Pan-tourism combined with outdoor leisure and tourism is no longer the simple combination of food, live, transportation, shopping, travel, entertainment, but will be a integration of rest, recuperate, study, business, sport and so on. Pan-tourism based on consumers demand can achieve the purpose that people can enhance themselves while they are enjoying their leisure time. Buddhist mountains can become a typical pattern in Pan-tourism development by its unique religious culture and subculture. Fo Guang Shan Monastery in Kaohsiung is one of the four great Buddhist monasteries in Taiwan. Not only have it made great achievement in Buddhist culture, charity, but also it is in a leading position in Pan-tourism market. And this has a close relationship with the professional brand image construction and marketing activities.Firstly, this paper deeply analysis the unique brand image building of Fo Guang Shan Monastery in Kaohsiung from the positioning of people-oriented "Humanistic Buddhism"; Set up the brand image which is different from the traditional poor image of Buddhism; the image endorsement of the grand master Hsing Yun; the global spread of print, television and network.Then, this paper detailed analysis the specific methods and cases in Pantourism brand marketing of Fo Guang Shan Monastery. The consumer is divided into tourists and pilgrims so that Fo Guang Shan Monastery can meet consumer’s needs more targeted. Fo Guang Shan full use of ritual to highlight the characteristics of the Buddhist religion. Through the experience marketing, it can make a deep impression on consumers. Fo Guang Shan Monastery increased entertainment elements in tourism process in order to satisfy the demands of tourists. Using various peripheral products marketing, Fo Guang Shan Monastery build a long-term communication with consumers.Finally, by combining the current characteristics of the times, consumer characteristics and development of Buddhist mountains status, there are some enlightenments of the Pan-tourism brand marketing is got for Buddhist mountains in this paper. Firstly, it should establish the precise positioning of the brand base on the target audience and dig their own unique brand image. Secondly, it should promote brand awareness by using modern media; Thirdly, ritual experience activities will become a favorability tool to show religious characteristics; Last but not least, if Buddhist mountains want to enhance brand satisfaction, they must pay more attention to improving the quality of service.