近年來,受到全球化影響下,各國家城市都推動關於「城市行銷」的各種節慶、活動;本研究以「2016台北藝術節」作為案例,探討台北市政府以「城市行銷」的政策目標前提下,與台北市文化基金會、專業人員合作承辦過程中面臨的困難;並以公私協力夥伴關係為理論基礎瞭解台北市政府與台北文化基金會在協力過程中該如何發展,才能兼顧在宣傳城市、增加收益的同時,更能增加台北市的文化基底,替市民打造美好環境。 本文運用參與觀察法、文獻分析法、深度訪談法,了解台北市政府在承辦台北國際藝術節時與台北文化基金會的互動過程,並蒐集公私部門活動參與者的觀點與意見,希望達成以下研究目的: 一、研究台北藝術節所使用的城市行銷策略,其內涵及面臨的挑戰。 二、分析台北文化局與台北文化基金會再協力合作的關係中,實際的現況以及問題;瞭解公部門與私部門的協力模型及之間的夥伴關係型態。 三、提出具體實務建議,以改善台北市政府與台北文化基金會之協力關係,做為未來承辦藝術節之參考。 在第一章介紹計畫概要,第二張探討文獻作為基礎,第三章針對研究設計與研究流程做詳述,第四章回應前面的研究問題,第五章則為結論。
In recent years, under the influence of globalization, cities and towns in various countries have promoted various festivals and activities related to "city marketing". This study takes the "2016 Taipei Arts Festival" as a case. To explore the difficulties faced by the Taipei municipal government in the process of cooperation with the Taipei cultural foundation and professional personnel under the premise of "city marketing" policy objectives. And on the basis of the relationship of public and private partnerships as the theoretical basis for understanding how the Taipei municipal government and the Taipei cultural foundation should develop in the process of cooperation, can we both promote the city and increase the income, increase the cultural base of Taipei, and create a better environment for the citizens. This article uses the participation observation method, the literature analysis method and the depth interview method to understand the interaction process between the Taipei municipal government and the Taipei cultural foundation during the Taipei Art Festival, and collects the views and opinions of the participants of the public and private sector activities, hoping to achieve the following research purposes: 1. To study the connotation and challenges of city marketing strategy used in Taipei Arts Festival. 2. Analysis of the relationship between the Taipei Cultural Bureau and the Taipei cultural foundation, the actual situation and the problems, the cooperation model of the public sector and the private sector and the form of partnership between the Taipei cultural foundation and the private sector. 3. Put forward specific practical suggestions to improve the relationship between the Taipei municipal government and the Taipei culture foundation as a reference for the future hosting of the Arts Festival.