近年來「城市行銷」已經儼然成為政府推廣觀光的一個重點。本研究以台灣目前兩大直轄市─台北與高雄作為研究對象,從兩個城市所拍攝的官方城市形象廣告的文本中,以品牌為基礎概念,比較兩個城市形象差異;除了探討廣告裡品牌形象的策略運作之外,也從中探討其城市行銷的發展。 根據文獻探討的彙整,利用「基礎建設行銷」、「吸引力行銷」、「民眾行銷」和「形象行銷」的概念和符號學分析研究工具,將城市品牌分成三個層次:「功能性」、「經驗性」和「象徵性」。 本研究發現,在廣告內容的表達上,台北和高雄具有三項共同的代表性符徵:「地標性的建築」、「城市交通表徵」、「自然環境的意象」。除了這三項共同代表性符徵之外,台北在整體廣告內容的表達上還具有「消費城市」的意涵,而高雄廣告內容符徵的表達上較具一致性。 在城市行銷相關的面向上,兩個城市都著重於城市吸引力行銷的表現,但是相較之下高雄在城市吸引力行銷的規劃上表現較強;此外,台北在基礎建設行銷上的表現較完整,兩個城市皆在民眾行銷的表現上著墨不多,但是相較之下高雄的市民形象比台北的還要鮮明、強烈。 在整體的城市品牌形象的表現上,台北著重強調城市機能的表現,整體表現是屬於「多元化」的城市風格,高雄著重推動地方的「觀光旅遊」,廣告也將高雄塑造成「熱情親善」的「海洋城市」和「盛夏之都」。
City Marketing has become a key point of official tourism promotion in recent years. This study is based on concepts of City Branding and City Marketing, analyzing the strategic and comparing the differences of City Image Advertisement films between Taipei City and Kaohsiung City. According to literature, this study is based on the concepts of infrastructure marketing, attraction marketing, people marketing, and image marketing. With semiotics analysis as research tools, city brand contains three ranking including functional, experiential and symbolic brand image. This study finds that in the expression of city image advertisement films, there are three common typical signifiers─landmark building, city traffic signifier, and nature environment. Except these three common typical signifiers, the expression of films of Taipei city contains the atmosphere of consumption. As for Kaohsiung, the whole expression of films presents consistency. As the part of city marketing, both of Taipei and Kaohsiung focus on attraction marketing but Kaohsiung has stronger presentation than Taipei. The expression of infrastructure marketing in films of Taipei is much more completed than Kaohsiung. Both of Taipei and Kaohsiung present deficient contexts of people marketing but the citizen image of Kauhsiung presents stronger characteristic than Taipei. At the concepts of city brand image, Taipei is a city which is diversification and international capital. Kaohsiung focuses on city tourism and becomes a city of summer and ocean.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。