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題 名 | 運用ZMET探索城市品牌認知與行銷策略創意--以臺南與高雄為例=Using ZMET to Explore Consumer Perception of City Brand and Marketing Strategies Creativity--Examples of Tainan and Kaohsiung |
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作 者 | 田祖武; 馬宗洸; 林慈媛; 陳美圻; 陸泓廷; | 書刊名 | 全球商業經營管理學報 |
卷 期 | 3 2011.09[民100.09] |
頁 次 | 頁169-180 |
分類號 | 545.5 |
關鍵詞 | 城市行銷; 城市品牌; 高雄; 臺南; ZMET; City marketing; City brand; Zaltman metaphor elicitation technique; |
語 文 | 中文(Chinese) |
中文摘要 | 目前台灣觀光產業正蓬勃發展,地方政府也積極運用各地地方資源,發展當地獨特的特色,若要導入城市行銷的運作,首要任務應該要深入了解當地文化的內涵及當地人及外來客的觀感,進而從地方文化認同與推廣為出發來進行地方推廣。本研究運用「隱喻抽取技術」(ZMET)技術,來發掘高雄與台南帶給在地人及外來客對當地文化的認知價值、對當地的認同與想法,進而從收集到的感官資料及共識地圖,進而深入瞭解消費者在面對電話行銷時的各種可能心態與想法。經由共識地圖的繪製,本研究最後整理出「高雄城市行銷」之最主要價值有「認同」、「國際化」、「轉型」、「包容」等,其中又以「國際化」、「轉型」為最主要之價值。「人潮、代表性」是高雄城市最明顯外在形式,而「旗津、六合夜市文化特色」則是最具代表的高雄城市的形象;「台南城市行銷」之最主要價值有「歷史」、「驕傲」、「情感」、「美食」等,其中又以「歷史」、「美食」為最主要之價值。「情感」是台南城市最明顯的外在形式,「花園夜市、依蕾特布丁」則是最具代表台南城市文化的形象。 |
英文摘要 | The sightseeing industry is making rapid strides in Taiwan. Each local government also actively utilizes the regional resources to develop the unique characteristics. To carry on city marketing, the primary task is to understand the meaning of local culture and the perception of foreign visitors, and then promote local area by the cultural identity. This study uses the Zaltman Metaphor Elicitation Technique (ZMET) to discover the visitors' and residents' values perception and identity in Tainan and Kaohsiung. After collecting the sense data and consensus maps, the major finding shows people's mental model and opinions in the face of city marketing.With the drawing of consensus map, the findings suggested that ”identity,” ”internationalization,” ”transformation,” and ”tolerance” are the marketing values of Kaohsiung, especially ”internationalization” and ”transformation” are the major values recognized by subjects. ”Crowd” and ”representation” are the obvious external form of Kaohsiung City. ”Cijin,” ”Liu He Night Market,” and ”culture” are the representative of the Kaohsiung city's image. ”History,” ”proud,” ”emotion,” and ”delicacies” are the marketing values of Tainan, especially ”history,” and ”delicacies” are the major values recognized by subjects. ”Emotion” is the most obvious external form of Tainan City. ”Garden night market,” and ”Elate pudding” are the representative of the Tainan city's image. |
本系統中英文摘要資訊取自各篇刊載內容。