地方政策行銷與網絡治理關係之研究 ：以嘉義市國際管樂節為例（1993－2011）

The Relationship of Local Policy Marketing and Network Governance：A Case Study of Chiayi City International Band Festival（1993-2011）

李孟娟(Meng-Chuan Li)

指導教授 ： 江大樹

國立暨南國際大學/人文學院/公共行政與政策學系/碩士(2012年)

摘要

近年來台灣各地節慶活動正火熱展開，各縣市推動地方觀光，展現其地方文化特色，吸引國內外觀光客及新居民，以增加地方形象魅力。然而，地方政府推動觀光節慶活動，並非只依靠公部門制定與執行政策即可達成活動之推動，觀光活動之推展通常由政府部門所主辦，但仍需動員各方面資源行動者，包括私人企業、非營利組織與民間團體等多元行動者，面對社會環境變遷下，透過溝通協調機制，達成共識，共同推動觀光政策之執行。亦即，政府部門應結合民間力量，根據地方之歷史背景、文化特色、自然環境背景等，透過網絡間多元行動者，行銷地方文化產業與獨創特色，以網絡機制結合各方利害關係人，並且運用治理機制化解衝突以調和資源之綜效，促進共識之達成。
　　本研究藉由「政策行銷」與「網路治理」觀點，瞭解在地方節慶活動發展過程中，相關行為者彼此間的角色位置、資源互動與治理關係，及其對地方政策行銷與網絡治理之影響與效益。在本研究過程中，明白嘉義市國際管樂節間各網絡行為者對於活動之期望與彼此間的互動情況，同時瞭解市府與各單位間協調規畫的行銷策略，以擴大嘉義市文化觀光力及提升藝術涵養水準。隨著活動內容的創新，及網絡行為者間的努力及溝通協商下，促使嘉義國際管樂節的行銷策略則更為進步，同時也提高其活動知名度。因此未來嘉義市國際管樂節之發展，可從活動執行、永續發展之規劃思索前進，增進活動之豐富與多元性。

關鍵字

政策行銷 ； 網絡治理 ； 嘉義市國際管樂節

並列摘要

Parts of Taiwan in recent years, festivals are hot to start the cities and counties to promote local tourism, to show its local cultural characteristics, to attract domestic and foreign tourists and new residents to increase local image of the charm.However, the local government to promote tourism festivals, not just rely on the public sector to develop and implement policies to achieve activities promote tourist activities to promote usually sponsored by government departments, but still need to mobilize the various resources of actors, including private enterprises, diverse non-profit organizations and civil society actors, in the face of the social environment, through communication and coordination mechanism to reach a consensus to jointly promote the implementation of tourism policy.
　　That is, government departments should be combined with non-governmental forces, according to the places of historical background, cultural characteristics, environmental background, through the network between diverse actors, marketing of local cultural industries and the unique characteristics with parties interested parties to network mechanisms, and governance mechanisms to resolve conflicts in order to reconcile the synergy of resources, and promote consensus achievement.
　　In this study, by "Policy Marketing" and "Network Governance" point of view, to understand the process of development of the local festivals, the role of location between the relevant actors, resources, interaction and management relations, and its policy on local marketing and network management impact and effectiveness.
　　During the study, Chiayi City International Band Festival among network actors interact with each other for the expectations of the activities at the same time to understand the coordination between the municipal government units, planning the marketing strategy to expand the Chiayi City of Culture and Tourism force and enhance the standard of art conservation. With the efforts and communication and consultation activities, innovation, and network actors to promote the marketing strategy of the Chiayi City International Band Festival is even more progress, but also to improve their awareness of activities. The future development of the Chiayi City International Band Festival, can be run from the activities of the planning of sustainable development thinking forward, enhancing the richness and diversity of the activities.

並列關鍵字

Local Policy Marketing ； Network Governance ； Chiayi City International Band Festival

參考文獻

一、中文文獻

（一）專書

于卓民、巫立予、吳習文、龐旭彬（2003）。《國際行銷學》，台北：智勝文化。

王佳煌、潘中道譯（2002）。《當代社會研究法》，台北市：學富文化。

方世榮（2003）。《行銷學》，台北：三民。