台北縣金萬地區觀光品牌行銷策略規劃之研究

A Study of Strategic Planning for the Tourism Branding Marketing- A Case Study of Jinshan and Wanli Shiang , Taipei County

林筱珮(Sheau-Pey Lin)

指導教授 ： 丘昌泰

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2009年)

摘要

本研究主要探討地方觀光品牌行銷之策略規劃，以金萬地區為個案研究對象。透過文獻分析與深入訪談方式，對個案地區進行SWOTS分析，探討其優勢、劣勢、機會與威脅，找出其觀光行銷現況與關鍵性問題。再者，以地區品牌化為焦點，探討金萬地區觀光品牌行銷現況與問題，探討以下問題：
1.金萬地區的「品牌形象」（brand image）為何？即遊客與相關利害關係人如何認知金萬地區？對於金萬地區的心裡感受又為何？遊客拜訪或重複拜訪金萬地區的理由？喜好？
2.金萬地區自我品牌識別（brand identity）的現況與內涵為何？
3.金萬地區現行的內外部行銷傳播的現況、策略與相關活動為何？
根據訪談結果與遊客意見，本研究建議歸納整理如下：
1.建立一個統合的地區觀光品牌行銷跨域管理單位：因為地區觀光品牌行銷的的執行與成功，有賴於政府公部門、私部門業者與非營利協會與地區居民的合作與共識。
2.打造金萬地區為一個「海洋樂活」的國際遊憩品牌。
（1）以「海洋」、「溫泉」、「藝術」為地區品牌定位的核心
（2）地區觀光發展應傳達「自然真樸、樂活放鬆」的品牌價值
（3）地區觀光品牌行銷應長期、持續性的經營，且透過多元與創意
的傳播方式，一致性地傳達地區品牌核心特色。

關鍵字

地方品牌行銷、地方行銷、地方品牌化、觀光行銷

並列摘要

ABSTRACT

A Study of Strategic Planning for the Tourism Branding Marketing- A Case Study of Jinshan and Wanli Shiang , Taipei County
by
LIN, SHEAU-PEY
July 2009

ADVISOR(S): Dr. CHIOU, CHANG-TAY
DEPARTMENT: PUBLIC ADMINISTRATION AND POLICY
MAJOR：Strategic Planning for the Tourism Branding Marketing
DEGREE: MASTER OF THE PUBLIC ADMINISTRATION AND POLICY

This study is mainly to research strategic planning for place tourism branding marketing, focused on Jinshan and Wanli Shiang as the case. First, through literature review and qualitative interview, this study will take the Strategic Planning-SWOTS analysis to discover the strengths, weakness, opportunities and threats of tourism development and marketing of Jinshan and Wanli Shiang. Secondly, taking branding as a research core, this attempt to recognize the present status and difficulty of case’s tourism marketing. Therefore, the research is focusing on the follow questions:
1.What is place brand image of Jinshan and Wanli Shiang? How do the tourists and stakeholders think and feel about this place? and why do they like to visit this place?
2.What is place brand identity and positioning of Jinshan and Wanli Shiang?
3.How is internal and external marketing communication of Jinshan and Wanli Shiang?
At last, the outcome from interview and tourists’ opinion and Suggestion for tourist branding marketing strategies of this research are as follows:
1.Establishing a unite tourist branding marketing department：carrying out the work of place tourist branding marketing needs not only the efforts of local government but also the common consensus and cooperation of private enterprises, non-government organizations and residents.
2.Create a international Ocean and Lohas travel brand:
(1)Core resources of place brand position :Ocean, Hotspring and Art.
(2)Place brand value: express natural ,sincere, lohas and relaxed value.
(3)Place brand marketing communications should be continued and long-term activity ,and express unite brand vision and value by all kinds of communication channel and creative styles.

並列關鍵字

place marketing, place branding, tourism marketing

參考文獻

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