衝出全球化競爭的重圍－台灣的城市國際行銷刻不容緩

International Marketing is the Job #1 for Taiwan's Cities to Deal with the Global Competition

徐揚(Yang Hsu)

《研考雙月刊》 30卷5期 (2006/10) Pp. 13-26

https://doi.org/10.6978/YKSYK.200610.0013

摘要

自從中國崛起後，已吸引台灣大量的人才與資金，而我們卻在吸引外國人來台一事上，沒有顯著效果，眼看就要在全球化競爭中，輸掉市場。不像中國各城市的領導人會奔走於各國，行銷自己的鄉土，台灣各城市的國際行銷，多未展開，知名度也低。本文先闡明城市國際行銷的意義與目的等，再強調市場調查對行銷策略制定的必要性，進而提出城市策略性行銷規劃程序，以供參考。後半段的文章就依此程序，介紹城市如何做觀光的國際行銷規劃，並指出城市設計、基礎設施、各種公民營服務等軟硬體品質，屬於「產品」的策略，其重要性應在推廣策略之上。依當前的經驗，規劃較簡單，而執行力才是我國城市國際行銷成敗的關鍵。

關鍵字

國際行銷 ； 市場調查 ； 策略性行銷規劃 ； 市場區隔 ； 目標市場 ； 定位

並列摘要

Since the rise of China, tremendous amounts of Taiwan's capitals and talents have been absorbed by it. And there is no obvious gain for Taiwan in terms of attracting foreigners. Unlike their counterparts in Taiwan which have not yet started their work of international marketing, the leaders of Chinese cities are good at traveling around major countries to market themselves. The article first introduced the definition, purpose, and scope of a city's international marketing, and followed by illustrating the importance of market survey to develop the marketing strategy. The strategic marketing planning process (SMPC) was brought out for reference. Consequently, the rest part of the article were mainly discussed the planning of international marketing according to this process.
The article emphasized that the product strategy, which are the city's design, the infrastructure, the services provided are more important than the promotion strategy. The present experience shows that planning is rather a simple thing and the key to the success of a city's international marketing lies on the execution, the discipline of getting things done.

並列關鍵字

international marketing ； market survey ； strategic marketing planning ； market segmentation ； target market ； positioning