EXPLORING BIODIVERSITY IN MACAU’S URBAN WETLAND ECOSYSTEMS THROUGH E-DNA ANALYSIS

ABSTRACT

THIS RESEARCH CHOOSES MACAU BAPTIST CHURCH IN MACAU AS THE RESEARCH OBJECT, STUDYING THE BRAND AND MARKETING STRATEGY ADOPTED BY THE CHURCH AND DETERMINING WHAT IS ESSENTIAL FOR CHRISTIAN CHURCHES WHEN THEY DO MARKETING TO BUILD BRAND AWARENESS. BRANDING IS ESSENTIAL IN CHURCH COMMUNICATION MECHANISMS TO RECRUIT MEMBERS AND BUILD LOYAL MEMBERSHIP TO REACH SUSTAINABILITY. THIS TOPIC IS A RELATIVELY NEW STUDY IN THE RESEARCH FIELD; THE MACAU BAPTIST CHURCH CASE FILLED THE GAP OF LACK OF ASIA SAMPLING AND PROVIDED THE PERSPECTIVE FROM THE BAPTIST IN  BRANDING CHURCH.  THE RESEARCH SETS OFF TO ANSWER THE QUESTION OF WHAT MARKETING STRATEGIES CHRISTIAN CHURCHES IN MACAU CAN ADOPT TO BUILD BRAND AWARENESS, ADOPTING A QUALITATIVE CASE STUDY RESEARCH METHOD. THE PRIMARY DATA WAS COLLECTED THROUGH IN-DEPTH INTERVIEWS WITH LEADERS  INVOLVED AND INCLUDED IN THE MARKETING EFFORT OF RECRUITMENT AND EVANGELISATION IN MACAU BAPTIST CHURCH. SECONDARY MATERIALS ARE ANALYSED AND COLLECTED THROUGH PRINTED MATERIALS PUBLISHED BY MACAU BAPTIST CHURCH, AN ONLINE SOCIAL MEDIA PLATFORM AND MONTHLY MEETING  MINUTES. PARTICIPANT OBSERVATION NOTES ARE USED IN THE PROCESS OF ANALYSING THE EFFECTIVENESS OF THE STRATEGY USED BY THE CHURCH.  IN BRANDING A CHRISTIAN CHURCH, THE KEY IS TO UNDERSTAND AND ACCURATELY INTERPRET THE CHURCH IDENTITY AND BUILD A GOD-CENTRED CHURCH TO HELP ATTENDEES HAVE A STRONG RELATIONSHIP WITH GOD WITH THE A POSTERIORI OF UNDERSTANDING THE WORD OF GOD. A PRIORI EXPERIENCE WITH GOD  THROUGH THE SERVICES AND EVANGELICAL CAMPAIGNS HOLD BY THE CHURCH. THEN, THE VISION AND MISSION, GOAL SETTING, REVIEW, AND REFORM WILL BE DETERMINED SO THE CHURCH CAN SUSTAIN ITSELF IN MODERN DAYS AND ACHIEVE CHURCH GROWTH