查詢結果分析
來源資料
頁籤選單縮合
題 名 | 2009世運會對高雄市城市行銷影響與效益分析=The Study of The World Games 2009 for the Effect on City Marketing in Kaohsiung |
---|---|
作 者 | 柯志昌; | 書刊名 | 城市發展 |
卷 期 | 專刊 2010.12[民99.12] |
頁 次 | 頁52-85 |
分類號 | 545.5 |
關鍵詞 | 世界運動會; 城市行銷; 媒體曝光率評估法; The World Games; City marketing; Exposure; |
語 文 | 中文(Chinese) |
中文摘要 | 城市行銷的目的在於改變一個城市給予人的形象,因此一個城 市可以透過硬體建設、文化塑造、利用既有自然資源等方式去改變形象,重新建立一種可以為城市帶來進步的新形象,其過程也並非短時間可完成。城市行銷的目標在於人,在於改變人對於一個城市的印象與意象,因此城市行銷策略必須以人為中心出發,選擇與人最有關係的路徑,去傳達新的城市形象,本研究透過文獻探討建構出形象行銷、吸引力行銷、基礎建設行銷以及民眾行銷等四項研究構面,並提出相關發展策略與短中長期的行動方案。雖然一個城市追求進步的方式有許多種,但主要還是建立在一個城市本身所具備的特色上,所以當一個城市在舉辦大型運動賽事時,其行銷策略需結合該城市所獨有的軟硬體,並將其特色表現出來。 |
英文摘要 | The purpose of city marketing lies in changing a city and offering the person's image, so a city can utilized through the hardware construction, culture and already had natural resources etc. to change the image, setting up one and can bring the progressive new image to the city again, its course is not that short time can be finished. The goal of city marketing lies in people, lie in changing people's impression and image on a city, so the marketing tactics in the city must regard people as the centre and set out, choose the approach that has relations with people's top, go to transmit the new urban image, construct out four research, such as image marketing, attraction marketing, infrastructure marketing and people marketing, etc. to construct the surface through literature review into building in this research, and put forward the relevant development tactics and short and medium and long-term action scheme. Though a city pursues progressive ways there are a lot of kinds of, on the characteristic possessed that set up and lie in a city oneself mainly, so when run the large-scale sport game in a city, its marketing tactics need to combine this unique software and hardware of city, and show its characteristic. |
本系統中英文摘要資訊取自各篇刊載內容。