都市行銷策略之研究-以台南市為例

The Study of Urban Marketing Strategy – A Case Study of Tainan City, R. O. C

李宗隆(Tsung-Lung Lee)

指導教授 ： 吳傳春

崑山科技大學/商業管理學院/企業管理研究所/碩士(2004年)

https://doi.org/10.6828/KSU.2004.00052

摘要

全球化帶來不同面貌的都市發展，不論在經濟全球化、文化全球化、政治全球化都使各都市呈現「同質化」現象。都市成為市場競爭的主體，每個都市依經濟規模大小決定其都市層級性，形成強者愈強、弱者愈弱，所以都市的發展應重視市場機能及公、私部門合作，講求都市行銷與企業化經營。都市行銷策略模式的功能在於地方政府實施都市行銷的參考準則，首先必須根據內外部環境以及目標市場分析做自我層級評估，確定都市定位。將上述因素確定後，選擇都市行銷策略、制定有效的行銷組合、配合都市發展政策、由專責行銷組織執行行動方案與檢查，以提昇經營績效、強化都市競爭力。
對於台南市都市行銷建議：(1)以行銷策略為導向的組織型態；(2)發展精緻化生活型態產業；(3)建立都市品牌；(4)行銷專責組織需設立都市行銷長。

關鍵字

行銷策略 ； 台南市 ； 都市行銷策略 ； 策略

並列摘要

Globalization has brought a different prospect to Urban development; be it economical globalization, cultural globalization, or political globalization, they all cause the phenomenon of “equalization” in Urban. Cities become the main field for marketing competition, and the economical scale of each Urban determines its ranking. Thus, the strong is getting stronger, and the weak is getting weaker. Therefore, for Urban development, we should pay attention to marketing mechanisms and the cooperation between the public and private sectors, and strive for Urban marketing and a corporate-styled operation. The function of Urban marketing strategic mode is in the reference principal of how local governments practice their Urban marketing. Based on the internal and external environments and an analysis of target markets, one should first make a self-evaluation and define the Urban. After determine above factors, one can choose a Urban marketing strategy, establish an effective marketing make-up, coordinate with Urban development policies, and execute working projects and examinations, so that the operation results can be promoted and the Urban competition power strengthened.

For Tainan’s Urban marketing, I suggest: (1) an organization pattern led by a marketing strategy; (2) the development of an industry of fine living styles;(3) the establishment of a Urban brand; (4) a chief Marketing officer for the marketing-specialized organization.

並列關鍵字

Urban marketing strategy ； marketing strategy ； strategy

參考文獻

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