頁籤選單縮合
題 名 | 地方特色產業於城市行銷中的定位與應用之研究:以后里薩克斯風產業為例=Positioning and Applying Industry with Local Characteristics in City Marketing: An Example of the Houli Saxophone Industry |
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作 者 | 蘇信恩; 王雅慧; 林坤誼; | 書刊名 | 臺中教育大學學報. 人文藝術類 |
卷 期 | 26:2 2012.12[民101.12] |
頁 次 | 頁25-46 |
分類號 | 545.5 |
關鍵詞 | 地方特色產業; 城市行銷; 后里; 薩克斯風產業; 全球化; Industry with local characteristic; City marketing; Houli; Saxophone industry; Globalization; |
語 文 | 中文(Chinese) |
中文摘要 | 受到全球化經濟衝擊,中央政府積極結合地方特色與創意,以扶植各地方特色產業,進而提升城市競爭力。本研究以臺中后里地區為個案,分析其以薩克斯風產業進行城市行銷所產生的效益,並藉以建構善用地方特色產業進行城市行銷中的應用策略。依據資料分析的結果,本研究主要獲得以下結論:(1)后里薩克斯風產業可定位為全球的薩克斯風文化重鎮;(2)薩克斯風產業應用於后里地區城市行銷的策略包含「提升產業技術品質」、「推廣觀光節慶」、「建立自我品牌」等三大方針;(3)薩克斯風產業應用於后里地區城市行銷中之發展困境有「技術品質不均」、「節慶活動受限」、「品牌形象不明」等三大缺失;(4)針對前述缺失,本研究提出「設計客製化輔導方案、全面整合技術資源」、「結合地方特有文化活動、擴大整合觀光節慶」、「強化城市識別主題、統一整合品牌形象」等應用策略,以提供各地方發展城市行銷之參考。 |
英文摘要 | Due to the impact of the economic globalization, the Government actively combined local characteristics with creativity in nurturing industry with local characteristics and promoting the competitiveness of local cities. This study was focused on analyzing the benefits of utilizing the Saxophone industry in city marketing in Houli, and constructing the strategy of using industry with local characteristic in city marketing. According to the data analysis, the following conclusions were made: (1)the position of the Saxophone industry in Houle city can be defined as the global Saxophone cultural landscape; (2) ”to enhance the quality of industry technology,” ”to popularize the sight-seeing festival” and ”to establish the self-own brand” were the three major strategies of the Saxophone industry in Houli city marketing; (3)the difficulties in developing Saxophone industry in Houli's city marketing included: ”the differences in the technology quality,” ”the limited locations and facilities,” and ”the unclarity in brand image;” (4)according to the previous weaknesses, the following applied strategies were made: ”to design the customized counseling plan and integrate the overall technology resource,” ”to corporate the local specific cultural activity and broaden the integration of sight-seeing festivals,” and ”to strengthen the distinguished theme in city and unite the integration of brand image.” The conclusions could be taken as an important reference in city marketing with industry with local characteristics. |
本系統中英文摘要資訊取自各篇刊載內容。