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題名 | Planning, Development and Coordination of City Brands: The Experience of Taipei City=城市品牌規劃、發展與協調之研究--以臺北市經驗為例 |
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作者 | 柯絲婷; 邱瑞惠; Karvelyte, Kristina; Chiu, Jui-hui; |
期刊 | 傳播管理學刊 |
出版日期 | 20110600 |
卷期 | 12:1 2011.06[民100.06] |
頁次 | 頁49-80 |
分類號 | 575.1 |
語文 | eng |
關鍵詞 | 城市品牌化; 品牌規劃; 臺北市品牌化; 創意產業; City branding; Brand planning; Taipei city; Creative industries; |
中文摘要 | 臺灣社會近幾年來十分關注城市品牌的議題,但相關學術研究不多,並且大部分聚焦於城市品牌指標的評量,而非城市品牌發展過程的探討。因此,本論文目的在於研究城市品牌應該如何發展和規劃,並產生一個可供未來建構城市品牌的理論框架。本文經由質化研究法產生的城市品牌發展之理論框架包含五個階段:第一,規劃組成立階段;第二,研究階段;第三,品牌識別建構階段;第四,行銷計畫與發展階段,以及第五,控制與評估階段。另外,論文也探討此理論框架是否適用於臺北市的品牌設計,乃採用半結構式深度訪談與文件分析法進行臺北市的個案研究。本研究發現,對臺北市品牌化過程而言,領導力及與公私利害關係人溝通為最主要的影響因素。透過研究結果的分析,雖然要創建一個全面性、可通用於各個城市品牌發展的模型並不容易,但本研究產生的理論框架已足以作為一種基本模型與參考原點。 |
英文摘要 | Although in recent years, there has been an increased concern regarding city branding in Taiwan, the gap in city branding research, namely, the lack of empirical studies exploring the planning and development of city brands is evident. Therefore, the main purpose of this research was to generate a conceptual framework for the planning process of city brands, and to detect whether or not it could be applied in the context of Taipei City. The study adapted a qualitative research approach based on the case study of Taipei City using semi-structured interviews and qualitative document analysis as data collection methods for the research. Case study results revealed that the primary conceptual framework developed on the basis of literature review could be only partially applied in the context of Taipei City. Thus, the framework was modified concluding that the whole branding process is highly affected by constant leader presence and communication with public-private stakeholders. The modified framework consists of five stages: (1) Establishment of the planning group; (2) Research stage; (3) Building city’s brand identity; (4) Development and implementation of action plan; and (5) Control and evaluation. In each branding stage, an accountable body responsible for the successful execution of the stage should be established. This framework is one of the few attempts to describe city brands’ development process, and it may be employed in planning process of city brands. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。