| 摘要: | 行銷，在二十一世紀知識經濟的領域裡，由原先的生產導向到現代的顧客導向，地區行銷在城市經營管理上逐漸被重視，並成為城市提升競爭力的利器，也讓“地區”在競爭互動的過程中尋求合理的發展「定位」，以吸引目標族群，為地區發展營造具有競爭優勢的環境；未來，透過大量行銷理念的傳達，不再有洲界的區別、不再有國界的藩籬，取而代之的是區域間的界線。
以地區行銷而言：運用在國家形象上，形成了新加坡「觀光王國」之美稱；運用在國際行銷活動上，第十九屆的世界足球杯錦標賽，帶動了德國慕尼黑與柏林的觀光發展；運用在顯著地標的定位上，開啟了馬來西亞雙子星塔的觀光熱潮；因為地區行銷的特色，成功塑造觀光王國、觀光城市與觀光區域，同時更帶動了交通業、飯店（旅館）業與餐飲業的無限商機。
本研究藉由行銷理念之發展脈絡，了解行銷的本質與特色，檢視地區發展的背景、地區行銷之發展、與未來性，經由國內個案之發展經驗與推動成效，佐證於地區行銷的架構上，以奠定後續實證之理論基礎，並給與地區、地方政府與企業界相關之建議；最後，綜合訪談者及其專案本身對TAIPEI 101形象與定位的看法，奠定史上第一個台北市政府與民間合作的BOT案在地區行銷上的優勢「無可取代的地標」。
關鍵詞：
地區行銷、區域行銷、都市行銷、觀光行銷、建築與移轉
Marketing is in the knowledge and economic domain of 21st century from manufacturing trend to consumer trend. The theory of Place Marketing, it has become an advantage in increasing the competitiveness of the city and at the same time, it is a motivation for the regional development to attract attention from the target market. It not only creates a superior competitive environment, but also establishes a strong drive for regions that is facing problems in development.
The application of Place Marketing in national image makes Singapore the “King of Tourism”. In International Marketing Activity, the 19th World Cup Soccer Competition pushes forward the development of tourism in Munich and Berlin. In Landmark Marketing, the Twin Buildings in Malaysia opens the door to an upsurge in a country’s tourism. The distinction of marketing strategies successfully forms the King of Tourism, City of Tourism, and Regional Tourism while brings out an unlimited business opportunities in transportation industry, hotel industry as well as food and beverage industries.
This research helps to understand the elements and characters of Marketing through the development of Marketing Theories. It reviews the background of regional development, the development of Place Marketing, as well as it’s wellness in the future. It systemizes Place Marketing in order to seek the elements leading to success in Place Marketing.
The examinations through past experiences and success in various domestic cases can serve as evidence in the structure of Place Marketing, and furthermore, to provide the regional, local government and enterprises comments related advises; integrating the result from all the interviewees and owner with regard to the image and orientation about TAIPEI 101, the first BOT case between government and the civil population in Taipei has been established. It creates an advantage in the regional marketing, and nevertheless, it is a landmark that is not replaceable by anything else. |
