政策行銷策略之研究──以2018臺中世界花卉博覽會為例

2018台中世界花卉博覽會，為臺中市政府所爭取的大型國際展覽活動。然而，市府該如何在政治、經濟與社會三個層面的外在環境影響下行銷臺中花博。同時，又該如何透過臺中花博的活動，呈現出在地化意象，進而提振台中當地的產業等。地方政府透過大型活動發展地方，皆值得深入探討與關注的。本篇論文採取質性研究方法，研究設計主要為「個案研究法」，在彙集資料之層面便以「文獻分析法」作為本研究基礎，結合深度訪談彙整本研究主題之資料。並透過理論之文獻回顧與個案中政策行銷策略組合之理解，參考並修改政策行銷模式理論與政策行銷策略組合，以建構出本研究架構，本研究脈絡主要分析臺中花博在政治、經濟與社會三個不同構面要素的個案內外環境，檢視臺中花博所採取的策略組合達成預設的政策行銷目標與否。最後，針對臺中花博之行銷策略進行檢討。因此，本研究以相關之利害關係人為訪談對象，進一步透過「深度訪談法」檢驗臺中花博個案行銷之目標成效。縱觀研究結果主要為：一、使用環保建材興建場館；二、活動中，呈現世界各地的在地化意象；三、國外遊客入園人數不高；四、推動二日與三日票價優惠，使遊客留宿台中；五、縣市周的措施優惠，吸引外縣市遊客入園；六、運用多個當紅網路平台，傳遞活動最新的訊息；七、增加行政部門舉辦大型活動的經驗。根據上述發現，本研究提出左述三項建議：第一、活動主題結合在地意象，呈現城市的在地特色；第二、政府也可以善用夥伴關係，像是招募志工，以及當地社區產業發展協會，由三方共同協辦活動，以增強行銷的力量；第三，政府部門除了可以利用有限資源，即運用網路途徑，發佈活動相關之即時資訊等。是故，本研究期許透過分析臺中花博政策行銷之個案，進而從中發現問題與目標成效，提供政府部門日後在舉辦相關大型活動之具體建議。

關鍵字

2018臺中花博；在地化意象；石虎保育；政策行銷

並列摘要

2018 Taichung World Flower Exposition is a large-scale international exhibition event by the Taichung City Government. However, how should the city government promote the Taichung Flower Exposition under the external environmental impact of the three levels of politics, economy and society. At the same time, how to use the Taichung Flower Exposition activities to present a local image, and then to boost the local industry in Taichung. The development of local governments through large-scale activities is worthy of in-depth discussion and attention. This paper adopts qualitative research methods, and research design is mainly case study method. At the level of collecting data, document analysis method is used as the basis of this research, combined with in-depth interview and consolidate the data of the research topic. Through the theoretical literature review and in-case policy marketing strategy combination understanding, refer to and modify the policy marketing model theory and policy marketing strategy combination to construct this research framework. The context of this research mainly analyzes the internal and external environment of the Taichung Flower Exposition in three different dimensions of politics, economy and society, and examines whether the strategy combination adopted by the Taichung Flower Exposition has achieved the preset policy marketing aims. Finally, review the Taichung Flower Exposition's Marketing Strategy. Therefore, the research takes the relevant stakeholders as the interview objects and further tests the effectiveness of marketing goals of the Taichung Flower Exposition case through the in-depth interview method. Looking at the research results, the main findings of this study are: 1. Use of environmental building materials to build venues; 2. During activities, localized images from all over the world are presented;3. The number of foreign tourists entering the park is not high; 4. Promoting continuous day fare discounts so that tourists can stay in Taichung;5. Preferential measures for county and city weeks attract tourists from other counties and cities to enter the park; 6. Use many popular Internet platforms to deliver the latest news of events; 7. Increase the experience of the administrative department in organizing large-scale events. Based on the findings described above, this study puts forward the three suggestions on the left: First, the theme of the activity combined with the local imagery to present the local characteristics of the city; Second, the government can also make good use of the partnership, such as the recruitment of volunteers, and the local community industry development association, co-organized by the three parties to enhance the marketing power; third, government departments can use limited resources, that is, use Internet channels to release event-related latest information. Therefore, the study expects to analyze the case of Taichung Flower Exposition's policy marketing to discover problems and target effectiveness and provide government departments with specific suggestions for holding related large-scale events in the future.