|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。|
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.