城郊特色鄉村地方品牌建構 ：以浙江慈溪梅園片區為例

Place Branding of Suburban Countryside: A Case Study of Meiyuan Area in Zhejiang Cixi

周韋緯(WEI-WEI ZHOU)

指導教授 ： 周融駿 ； 陳歷渝

中原大學/設計學院/設計學博士學位學程/博士(2023年)

https://doi.org/10.6840/cycu202301056

摘要

近年來中國鄉村振興系列政策的提出，使得鄉村開發建設日益重要，也成為學術界研究的熱點。城郊鄉村地方品牌建構的目的，在於提升鄉村核心競爭力，但城郊鄉村地方品牌建構的綜合評估架構，尚未完全建立。因此，本研究以浙江省的城郊特色鄉村為研究案例，從地方品牌議題切入，研究重點為確立城郊鄉村地方品牌的評估構面與準則，歸納準則間的相互關係。研究採用田野調查、德爾菲專家訪談法(Delphi Method)、決策實驗室法(DEMATEL-Base ANP method)、結構式問卷進行。其中，德爾菲專家訪談法在建立城郊鄉村地方品牌評估架構，決策實驗室法則針對城郊鄉村地方品牌建構之問卷資料進行分析。研究從形象投射、地方產品、地方認同、地方體驗、感知形象等五個方面，研究浙江省城郊鄉村地方品牌建構的方法。考量不同性別及年齡的村民對於鄉村地方品牌建構可能存在的不同的認知和偏好，本研究進一步挑選浙江寧波慈溪市城郊的梅園片區為研究對象，使用Important-Performance Analysis（IPA）方法，評估村民對於鄉村地方品牌建構的整體偏好，並據此對這個鄉村片區進行重要度與績效值分析。研究結果提出：
1、城郊鄉村地方品牌模型的 5 個構面 18 個準則；得出 18 項準則的重要度排序和因果關系圖。準則重要度從高到低分別是：認同性、文化環境、認知形象、情感形象、獨特形象、經驗真實、主要信息來源、一致性、旅遊產品、投資機會、互動性、次要資訊來源、多樣性、服務性、標誌專案、基礎設施、人才支持和客觀真實。
2、確定 9 條關鍵準則，分別是：認同性、文化環境、認知形象、情感形象、獨特形象、經驗真實、主要信息來源、一致性、旅遊產品。
3、提出影響梅園村村民地方品牌認知滿意度的關鍵因素：認同性、文化環境、主要信息來源和一致性，驗證上述關鍵因素研究中以文化環境為源頭的研究結果。
4、建構城郊鄉村地方品牌建設策略，包括：①發展具有特色的文化娛樂活動，提出適合不同類型村民的深度地方體驗活動，激發村民參與品牌共創的意願，促進地方品牌的可持續發展。②考慮時間跨度，透過地方的文化敘事，運用藝術的手法，將空间规划和地方品牌戰略聯繫起來。③發展基於地方品牌的情感化設計和功能化設計策略。

關鍵字

地方體驗 ； 地方認同 ； 地方產品 ； 地方形象投射 ； 地方品牌 ； 特色鄉村 ； 城郊鄉村 ； 感知形象

並列摘要

In recent years, the introduction of a series of policies for the revitalization of China's countryside, Making development of countryside increasingly important, and also has become a hot topic of academic research. The purpose of countryside place brand is to enhance the core competitiveness of the suburban countryside. However, a comprehensive assessment framework for place brand in suburban countryside has not to be established. Case study is a suburban countryside in Zhejiang , focus on establish the evaluation framework and criteria for place brand in suburban countryside, and to summaries the relationship between the criteria. fieldwork, Delphi Method, DEMATEL-Base ANP Method and Structured questionnaire survey are the research methods. Delphi Method to develop an evaluation framework for place brand in suburban countryside, A network analysis process to analyse questionnaire data on place brand in suburban countryside. The research examines the approach to place branding in suburban countryside of Zhejiang from five aspects: place image projection, place product offering, place identity, place experience and perceived image. In order to examine the different perceptions and preferences that villagers of different genders and ages may have in relation to place branding in the suburban countryside. The Mayuan area in the suburb of Cix, Ningbo, Zhejiang Province, was selected as the research cases, using the Important-Performance Analysis（IPA）method，The overall preference of villagers for place branding was assessed, the importance and performance values were analysed. The specific research results are as follows:
1、18 criteria in 5 dimensions of the suburban countryside Place Branding Model; the importance ranking and causality diagram of the 18 criteria were derived. The criteria in descending order of importance are: identity, cultural environment, cognitive image, emotional image, unique image, empirical authenticity, primary source of information, consistency, tourism product, investment opportunity, interactivity, secondary source of information, diversity, service, iconic project, infrastructure, human support and objective authenticity.
2、Identify nine key criteria: identity, cultural environment, perceived image, emotional image, unique image, authenticity of experience, key message sources, consistency, and tourism product.
3、To propose key factors affecting the satisfaction of villagers' local brand awareness in Meiyuan: identity, cultural environment, key information sources and consistency, and to validate the findings of the above key factors study with cultural environment as the source
4. Construct a strategy for place branding in suburban countryside, including: ①Develop cultural and recreational activities with special characteristics, propose in-depth place experience activities suitable for different types of villagers, stimulate villagers' willingness to participate in brand co-creation, and promote the sustainable development of place branding. ②Consider the time span and use artistic techniques to link spatial planning and place branding strategies through the cultural narrative of the place. ③Develop an emotional design and functional design strategy based on the place brand

並列關鍵字

Place Product ； Projected Place Image ； Place Brand ； Specialized Village ； Suburban Countryside ； Place Identity ； Place Experience ； Perceived Image

參考文獻

Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476. doi: 10.1016/j.tourman.2010.03.014

一、著作

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Govers, R., & Go, F.(2016). Place branding: Glocal, virtual and physical identities, constructed, imagined and experienced. Springer.

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