- 學位論文
台北市公館水岸特區品牌行銷策略之研究
A Study of the Brand Marketing Strategies for the Gongguan Riverside District, Taipei City
摘要
本研究以台北市公館水岸特區為研究個案，以地區品牌與地區行銷理論為基礎，經由文獻分析法、參與觀察法，以及深度訪談法，探討公館水岸特區的優勢、劣勢、機會與威脅，並瞭解其品牌形象與品牌識別定位，以及產品、通路、推廣、夥伴等4P策略，進而歸納實證研究結果與發現。 根據研究結果顯示，公館水岸特區具有發展觀光之潛力，然而缺乏整體地區品牌之規劃，以致於影響地區的行銷，透過本區品牌形象之探討，歸納整理出其品牌構成元素，包括水的聯想、書香印象、文化匯合、青年人的駐足場域、運動休閒意象等五大元素。此外，在產品策略方面，依據五大品牌元素提供不同的主題旅遊；在通路策略方面，規劃完善的區域旅遊動線等，以增加方便性；在推廣策略方面，利用各類宣傳活動等方式來促銷；在夥伴策略方面，除整合各遊憩資源外，並與各類社群組織共同合作，以達成有效行銷之目的。 據此，本研究建議應以五大品牌元素作為本區品牌之定位，並設計專屬於本區之品牌圖案，廣泛地加以應用。此外，利用國際性與一般性的活動，以及跨域治理委員會作為品牌行銷推廣策略，並提出行銷對象之建議。
並列摘要
This study treated Gongguan Riverside District in Taipei City as the case study. Using place branding and place marketing theory the basis, this study conducted literature review, participatory observation, and in-depth interviews to evaluate the strengths, weaknesses, opportunities, and threats of the Gongguan Riverside District. This study aimed to understand the brand image, brand identification orientation of the area, as well as the 4P strategies of product, place, promotion, and partnership, in order to present the empirical results. According to the results of this study, Gongguan Riverside District has the potential to develop tourism, but there is insufficient planning of the overall place brand, which has affected marketing of the area. Through evaluation of brand image of this area, five major elements constituting the brand have been summarized, which are association with water, the image of books, cultural integration, a location for youth, and the image of exercise. In addition, in terms of product strategy, different types of theme tours are provided based on the five brand elements. In terms of place strategies, comprehensive regional tour movement lines should be planned to increase convenience. Regarding promotional strategies, various promotional events should be used. In terms of partnership strategies, aside from integration of leisure resources, effective marketing can be achieved through cooperation with various community organizations. Based on the above, this study suggests that the five major brand elements should be used in orienting the brand of this area, and a brand logo exclusive to this area should be designed and broadly used. In addition, international and regular events should be used, an across boundary governance commission should create brand marketing promotional strategies, and suggestions on marketing subjects are provided.