獅子鄉的愛文芒果產期是全台最早的地區，品質也相對較佳，賣出的價格往往比其他產區好，但卻因為知名度不夠導致行銷上的困難，因此獅子鄉公所及農會希望透過舉辦「獅子鄉芒果季」來吸引人潮。然而，獅子鄉芒果季的知名度一直都無法有效提升，而主辦單位也希望能夠透過行銷策略提升獅子鄉芒果季的觀光活動成效。
本研究以服務於獅子鄉內鄉公所鄉長、課長、課員、文物維護員以及國民小學教師和教會牧師、幹事、鄉民代表與蔬菜產銷班管銷人員以及枋山就業服務台、造船廠、中山科學研究院等員工共20位做為AHP專家問卷受測專家，並透過相關文獻歸納出構出獅子鄉芒果季行銷策略方案四大構面(產品、價格、通路、推廣)及二十三個細項指標，運用層級分析法計算出四大構面和二十三個細項指標之權重，藉此找出提升獅子鄉芒果季觀光節慶活動成效之行銷策略方案優先順序。
本研究結果顯示，在四大構面中，以「推廣」為獅子鄉芒果季最重要的行銷策略項目。在「產品」構面中，以「活動內容符合地方特色」為獅子鄉芒果季最重要的產品行銷策略方案。在「價格」構面中，以「吸引人的農特產品促銷價格」為獅子鄉芒果季最重要的價格行銷策略方案。在「通路」構面中，以「路標與觀光指引清楚明瞭」為獅子鄉芒果季最重要的通路行銷策略方案。在「推廣」構面中，以「有效推廣地方特色」為獅子鄉芒果季最重要的推廣行銷策略方案。在整體細項指標中，以「路標與觀光指引清楚明瞭」為獅子鄉芒果季最重要的行銷策略方案，其次是「有效推廣地方特色」。

Albeit Irwin mango in Shizi township is the earliest harvest in Taiwan, and so as the harvest qualities and prices are relevant better, the difficulties of marketing are still existed due to unwell known for the nation. Shizi township office and peasant association thus plan to hold “Shizi Township Mango Festival” to appeal to crowds. Unfortunately, the popularity of the festival has been unable to improved, making the host try to ameliorate the effectiveness of the festival through marketing strategies.
This research serves the head of the Neixiang office in Lion Township, section chiefs, classmates, cultural relics maintainers, elementary school teachers, church pastors, officials, representatives of villagers, and vegetable production and marketing class managers and sales personnel, as well as Fangshan employment service desks, shipyards, etc. A total of 20 employees including the Zhongshan Academy of Sciences are the tested experts of the AHP expert questionnaire. The study therefore established 23 detail indicators from four marketing strategy structures (product, price, path, promotion) by literature review, then find out the priorities of marketing strategy agendas to improve the effectiveness of “Shizi Township Mango Festival” as well as to become the reference of marketing strategy.
The results reveal that in the four structures, promotion is the most important marketing strategy. Within the structure of product, “the activities are accordance with local characteristics” is the most critical marketing strategy agenda. Within the structure of price, “attractive promotive price of agriculture products” is the key marketing strategy agenda. Within the structure of path, “the clear road sign and tourist direction” is the key marketing strategy agenda. Within the structure of promotion, “effectively promote local characteristics” is the most critical marketing strategy agenda. Within the entire detail indicators, “the clear road sign and tourist direction” is the key marketing strategy agenda, then is “effectively promote local characteristics.