[ 摘要 ]

台灣原住民語言發展歷史過程，歷經三百餘年西方、漢民文化同化之衝擊，屬於平地的平埔族群語言多以消失，僅剩二、三族能被述說，但也正快速地走入滅絕之中。及至1949年國民政府厲行國語教育政策，在語言人口稀少情形面對優勢族群意識形態強制性之國語政策下，原住民各族群語言遂起重大變化，語言亦隨之劇烈流失，文化快速流失，尤其都會區原住民在多元文化與競爭社會，及媒體在優勢語言推波助瀾情勢下，族群文化處於極不利地位，語言發展益加艱辛困難。

基於都會區原住民各族群之語言永續發展，挽救與復振瀕臨滅絕危機語言的迫切性，為當今原住民文化發展最重要之課題。 本研究係以行銷策略觀點論述都會區原住民語言推展可行策略，概分理論與實務兩方面探討，理論部分從文獻、政策比較與問卷調查中理出有利與不利因素，做為分析之變數；在實務部分則以策略性行銷研究方式進行，應用SWOT分析釐清都會區原住民目標市場中最主要問題之癥結所在，在目標市場分析中找出行銷主要對象，即「目標群體」---「都會區原住民中弱勢族群之青少年」。針對群體需求與行銷競爭對手遂行行銷組合策略，從公、私部門角度釐定可行方案，務期原住民母語發展推行至各個角落。

[ 英文摘要 ]

The development processes Taiwan’s indigenous languages have gone through three hundred years of Foreign and Ethnic Chinese influence and assimilation. Languages belonging to Bu group of the western lowlands of Taiwan have mostly become extinct, there are only two or three languages belonging to this group that are worth listing. However even these few remaining languages are quickly dying out. From 1949 onwards beginning with the Republican (ROC) governments’ promulgation and strict enforcement of National Language (Mandarin Chinese) education policies the number of speakers of Indigenous language groups sharply diminished, and with them a great amount of their language, cultural practices and cultural identity have also been lost. This is especially so in urban areas where members of indigenous group must compete in a multi-ethnic society where they are only exposed to the dominant language media outlets, the result being a worsening trend of these culture groups placed at a greater disadvantage and language development has become increasingly difficult.

As a basis for Indigenous language groups continuing development in urban areas as well as saving and reinvigorating Indigenous languages and cultures on the brink of disappearing, it has now become an urgent topic if discussion to promote Indigenous cultural and linguistic development. This dissertation aims at promoting the languages and cultures of Indigenous people residing in urban areas from a strategic viewpoint in order to expand on the work of Indigenous language development. The content of this work will be roughly split between theory and practicum. In dealing with issues of theory we shall use sources from a wide body literature including historical data, government policies, and benefit factors taken from surveys and questionnaires that will be used to analyze variables. As for practicum, we shall proceed to use research methods of strategic promotion. We will also incorporate SWOT analysis to clarify the purposes of Indigenous groups in target municipalities and the most important problems therein. In the target municipalities of urban areas where Indigenous people reside we will seek to analyze our most important subject ---that being the problems faced by disadvantaged youth among Indigenous people in urban areas. As to the needs of entire groups and dealing with competitors we must implement mixed marketing strategies. There must also be a plan arranged from the standpoint of the public agencies that would imperatively promote the language development from urban areas to each tribal settlement.