地方治理與地區行銷策略之研究--以屏東縣為例

The Study of the Local Governance and Place Marketing Strategy : A Case Study on Pingtung County

王榮愷(Jung-Kai Wang)

指導教授 ： 蔡正發

國立屏東科技大學/管理學院/高階經營管理碩士在職專班/碩士(2012年)

https://doi.org/10.6346/NPUST.2012.00158

摘要

由於全球化的發展趨勢及在地化地方主義的崛起，今日正處於從地方政府轉變為「地方治理年代」（The Age Of Local Governance）之中，治理主要的核心概念是透過各種網絡力量引進公務部門，讓地方政府的運作能達到經濟學上效率的目標。地區行銷是地方治理的手段之一，可以解決地方發展所面臨的問題，如何透過地區行銷來顯現地方治理的競爭力，進而帶動產業經濟繁榮發展。屏東縣位處於南台灣，原屬高高屏共同生活圈，由於未併入高高合併升格，面對未來如何避免邊緣化，如何地方治理藉由自身資源進行特色城鄉發展，進行地區行銷策略以具備競爭力，是值得探討的重要課題。
本論文主要研究目前屏東縣地方發展所面臨的問題，如何透過地方治理與地區行銷上有效策略，加以解決。本研究採用深度訪談、專家問卷調查方法並透過SPSS統計分析，綜合闡述屏東縣地區診斷本身資源條件，在未來形象定位、主要吸引因素、產業發展類別等，提出地方治理模式及行銷策略之運用。
希冀本論文，能提供政府在現行屏東縣的地方治理施政作為上的參考，以提升地方競爭力。其次，在檢證將地方治理的理論思維方法與地區行銷策略相互結合運用，藉以達成地方發展的願景目標。

關鍵字

地方治理 ； 地區行銷 ； 策略規劃

並列摘要

Owing to the trend of globalization and the rise of localism and regionalism, we are now in the transition from “Local Government” to “Local Governance” (The Age of Local Governance), the core concept of which is to introduce a variety of networks to the public service sector, thus allowing the operations of Local Government to achieve the goal of economic efficiency. Place marketing is one of the means of local governance. It can solve the problems encountered during local development, demonstrate the competitiveness of local governance, and further spur industry economic prosperity and development. Located in southern Taiwan, Pingtung County originally constitutes a common living circle along with Kaohsiung City and Kaohsiung County. But as Pingtung County was not incorporated in the merger of Kaohsiung City and Kaohsiung County, multiple problems of how to avoid being marginalized, how to devote its own local resources to urban and rural development, and how to develop place marketing strategies to gain competitiveness that it is likely to encounter through the process of local governance, would all become topics that are important and worth discussing.

In this thesis, we try to address the main problems currently faced by Pingtung County during its local development progress. Next, we try to solve the aforesaid problems with effective strategies derived from local governance and regional marketing. In this study, we use in-depth interviews, questionnaire surveys and statistical analysis of SPSS to elaborate a comprehensive diagnosis on Pingtung County in terms of its resources, future image positioning, the main appeal, and the industry category and propose applications of local governance models and marketing strategies.

We hope that, while this study will on one hand provide references for extant policies of local governance in Pingtung County to improve local competitiveness, it will on the other hand check and validate the combinations and applications of theories of local governance and place marketing strategies in order to achieve the vision and target for local development.

並列關鍵字

local governance ； place marketing ； strategic planning

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