地區行銷應用於社區文化產業之研究

A Study on Applying Marketing Places Theories to the Community Cultural Industry

溫志偉(Chih-Wei Wen)

指導教授 ： 彭光輝

國立臺北科技大學/設計學院/建築與都市設計研究所/碩士(2006年)

https://doi.org/10.6841/NTUT.2006.00100

摘要

面對全球化的競爭趨勢，各地區的發展應修改傳統的被動消極作法，而以主動積極行銷的方式來因應地區發展的困境；因此如何運用社區內有限的產業與文化資源，進行地區上的發展、蛻變以及轉型，建立起發展定位與塑造獨特之風格，進而提高市場上之競爭力，在多元化產品競爭激烈的市場中脫穎而出，已成為地方永續發展刻不容緩的議題。
本研究為了能更瞭解社區文化產業內涵結構及組成方式，及公私部門對於社區文化產業的認知及其應用地區行銷時所扮演的功能與角色定位，以透過地區行銷與社區文化產業相關文獻、國外案例研究分析與公私部門問卷訪談之結果，探討地區行銷應用於社區文化產業時所應考慮的因素，並藉由社區文化與產業之結合，建構一適當推展社區文化產業之行銷策略，以提供社區經營者及政府相關單位未來擬定地區行銷策略之參考。

關鍵字

地區行銷 ； 社區文化產業 ； 社區總體營造

並列摘要

Abstract

Title: A Study on Applying Marketing Place to Community Culture Industries
Pages: 100
School & Department: Graduate Institute of Architecture and Urban Design at National Taipei University of Technology
Time: July, 2006 Degree: Master
Researcher: Wen, Chi-Wei Advisor: Peng, Kuang-Hui

Keywords: Marketing Place, Community Culture Industries, community empowerment

With the increasing globalization of competition, communities around the world should take positive marketing measures rather than take negative measures in order to respond to new challenges in local development. Utilizing industry and culture resources of each community to develop and transform each community can not only form its uniqueness, but can also increase its competitiveness. This is a critical issue for community sustainable development in the globalization age.
To clarify the contexts and components of community culture industries, the cognition concerning community culture industries of public and private sectors, and the functions and roles of public and private sectors in marketing place, the literature pertaining to marketing place and community culture industries, overseas case study, and interviews with public and private sectors will be implemented. Moreover, based on the analysis mentioned above, the factors of applying marketing place to community culture industries would be figured out. Finally, via the combination of community culture and industries, the marketing strategies of promoting community culture industries would be proposed for community managers and public-sectors so as to form marketing place strategies for future use

並列關鍵字

Marketing Places ； Community Cultural Industry ； Community Empowerment

參考文獻

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