從地方行銷觀點探討地區發展之策略規劃研究-以東華大學城特定區為例

A Place Marketing Study in Districtwide Strategic Planning-DongHwa University District Case Study

鄭力元(Li-Yuan Cheng)

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(2008年)

摘要

地方行銷為面臨全球化挑戰下，營造地方特色並推動地區發展的最佳途徑。深受開發停滯的東華大學城特定區由於政府財力不足，且地方產業缺乏特色與競爭力，無法吸引投資廠商與人口之進駐，造成政策延宕、人口外移、老化與經濟衰退等問題。以地方行銷的概念為主軸，係為解決地方發展困境及尋求未來發展方向的手法。本研究運用策略規劃理念與地方行銷觀點，配合國內外相關行銷案例做一整合，針對未來地區發展之應用價值做進一步之瞭解與探討。針對其現況與發展條件進行環境議題之分析；並藉由地方單位訪談之質化分析配合地主與居民問卷調查之量化統計；再以S.W.O.T情勢分析進行特定區內外部環境分析，以瞭解該區之發展潛力。
研究成果係將東華大學城特定區視為一種行銷「商品」的概念，融入市場競爭導向為考量，最終提出行銷之課題、目標與策略，本研究將該區定位為「生態旅憩學園」，做為提昇該地競爭力之發展方向，執行策略依據居民、遊客、投資者及大學師生四個目標市場對象擬具行銷組合計畫（Product、Price、Place、Promotion）。地方是以將良好的地方行銷及策略規劃理念融入執行決策，方能帶動地方產業經濟發展，進而在城鄉間贏得優勢，永續經營成長。

關鍵字

地方行銷 ； 策略規劃 ； 地區發展 ； 永續都市

並列摘要

Place marketing is the best way to build up local characteristics and to promote local development in facing the challenge of globalization. Due to government financial insufficient, local industry characterless, and lacks of competitiveness, DongHwa University District, suffering from developing stagnant, is unable to attract investors as well as population to enter and garrison, causing problems like policy procrastination, immigration, aging population and recession. Giving priority to place marketing is the best solution to local development predicament and technique to seeking future advance. The research in the viewpoints of strategic planning, place marketing, both domestic and overseas relating case studies integrated, directs to the application value of future local development for further understanding and discussion. Analysis the condition and environmental issues; And analysis with the quality of local unit's interview that cooperates with the questionnaire investigation quantization of the landlord and resident to count; Carry on specific district inside and outside environmental analysis with S.W.O.T analysis , in order to understand the development potentiality in the district.
The research results department regards the DongHwa University District as the concept of marketing ' the goods ', consider market competition , propose marketing subject, goal and strategic, this research orientates this district as ' the ecology, travel, rest and study district, do it for the developing direction of promoting the competitiveness of this place, carry out the tactics according to residents, visitor, investor and school teachers and students, four goal markets, targets plan to have marketing plan (Product, Price, Place, Promotion) . Districtwide in order to plan good Place marketing and strategic planning idea incorporate the decision of carrying out, can drive place industry's economic development, and gain the advantage among the urban and rural areas, then grow up continuously.

並列關鍵字

Place Marketing ； Strategic Planning ； Local Development ； Sustainable City

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