新竹市城市觀光行銷策略之研究

The Study of Marketing Strategies for the Urban Tourism in Hsinchu City

黃國敏(Edward K. Hwang) ； 陳宏杰(Hung-Chieh Chen)

《中華行政學報》 4期 (2007/06) Pp. 23-46

https://doi.org/10.6712/JCPA.200706_(4).0002

摘要

地方發展的帶動大多是隨著地方經濟的發展而產生的，所使用的方法有許多，「行銷」(marketing)便是其中的一種。企業行銷主要目標是追求利潤，城市行銷則是重視城市發展的總體利益。由於目前全球都是一個市場經濟的競爭環境，因此，城市在某種意義上也可以看作是一個「企業」或「產品」，可以像行銷企業及行銷產品一樣運用市場行銷的方法來進行城市行銷。 為因應1998年開始實施週休二日，市民休閒旅遊的需求，以及地方經濟發展的挑戰，新竹市政府積極以觀光旅遊作為地方行銷的重要策略。然而，觀光旅遊是市政府與地方產業組織較不熟悉的新興事務。近幾年，政府或民間資源努力相繼投入，但在結構功能及關係網絡的發展上，已經面臨短期發展的瓶頸。因此，本研究希望能藉由探討地區行銷、城市行銷的理論意涵，以發展新竹市觀光產業的行銷策略。 經由本研究後發現，未來新竹市除改進現有硬體的觀光景點、城市景觀及設計外，於軟體如建立協力夥伴的城市觀光行銷關係網、城市形象的塑造及吸引力的創造、行銷管道的增加等都是新竹市未來必須積極面對的。新竹市沒有大山大水，僅能賣創意和當地人文特色，未來新竹市可加強古蹟維護、老店整理、將十七公里海岸景點的精緻化，並塑造玻璃工藝成為城市文化代言、推廣文化與科技結合之主題，以「文化科技花園城」作為新竹市的品牌，提升新竹市地方產業及地方特色在市場上的說服力、吸引力及競爭力。

關鍵字

城市行銷 ； 觀光 ； 新竹市

並列摘要

There are many ways to promote the local development, which usually stems from the development of local economy, and one of them is the marketing. The aim of enterprise marketing is to pursue the profits; however, city marketing focuses highly on the whole benefits of city development. Due to the effect of globalization, the world becomes the competition zone of market economy. Cities could be regarded as ”enterprises” or ”products”, and they can be sold out by way of the city marketing.
In order to cope with the ”policy of two-day-off-per-week,” which raises citizens' tourist demand and the challenge of local economy’s development, The Hsinchu municipal government eagerly takes the development of tourism as the significant strategy of local marketing. The tourism is not familiar with the business of the government and the local industry until the governmental and non-governmental organizations both invest successively in it recently. However, in aspects of the Structure function and network, they have to face the short-term choke points. Therefore, there are several purposes of this research:
1. Probing and organizing the theories of the local marketing as well as city marketing and the strategies of developing local tourism by applying the way of city marketing.
2. Developing the marketing strategies of Hsinchu City's tourism industry.
By the study, it illustrates the analysis of Hsinchu City's tourism resources at present. In addition to improving the Hsinchu City's tourist hardware, Hsinchu municipal government needs to build the software, for example: to establish the partnership of city tourism marketing network to construct the city image, to create the city attraction, to increase the channels of marketing, and so on. Being without spectacular landscapes, Hsinchu City barely can sell its original and cultural characteristics. Consequently, Hsinchu City's competitiveness could be elevated by reinforcing the maintenances of historical monuments, renovating the old stores, refining the scenic spots of 17 km coastline, fostering the glass-workmanship industry as a representative of city culture, popularizing the idea combining with culture and technology, and branding Hsunchu City newly with ”the Garden City of Culture and Technology.”

並列關鍵字

city marketing ； tourism ； Hsinchu City

參考文獻

佩姬、章澤儀、Stephen編著(2004)。現代觀光：綜合論述與分析。臺北:湯姆生。

黃世輝()。

劉修祥(2000)。觀光導論。台北:楊智文化。

鍾溫清、王昭正、高俊雄編著(2004)。觀光資源規劃與管理。蘆洲:國立空中大學。

中華大學民意與政策研究室(2005)。新竹市政府施政滿意度調查報告。新竹市政府。