城市行銷之研究 : 以台北縣為例

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/31939

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题名:	城市行銷之研究 : 以台北縣為例
其它题名:	A study of marketing of city : a case of Taipei hsien 城市行銷之研究 : 以臺北縣為例
作者:	黃百秀;Huang, Pai-hsiu
贡献者:	淡江大學國際貿易學系國際企業學碩士在職專班黃志文;Huang, Chih-wen
关键词:	城市競爭;城市行銷;觀光遊憩;國民旅遊;City Competitiveness;City Marketing;Sightseeing;Domestictravel
日期:	2006
上传时间:	2010-01-11 01:27:14 (UTC+8)
摘要:	隨著全球化的熱潮，國家與國家間的界線不再明顯，全球的資金、技術與資源的移動都向較具競爭優勢與較高投資效益的地區發展，並以城市為發展目標；城市渴望成為吸引移民者、投資者和觀光客的地方（van den Berg等，1999），城市憑藉本身所具備的優勢特色推動行銷策略；藉地區行銷的推動提升城市的知名度，達到吸引全球市場目光的目的。近幾年來，我國在觀光旅遊及休閒的觀念，從以往機械式遊憩設施的需求，轉而以文化知性、親近大自然及都會休閒空間為主。本研究以臺北縣所擁有美麗之海岸、山脈、溪谷等自然地形景觀，配合縣內豐富的文化古蹟資產、民俗慶典活動、特產與小吃等資源，利用城市行銷理論來探討臺北縣觀光遊憩資源的行銷策略及未來發展方向。本研究採用文獻分析法來蒐集與研究主題相關的資料，進行分析、比較、整理與綜合，利用蒐集資料與SWOT 分析臺北縣線有的觀光遊憩資源，研擬出適當的行銷策略及未來發展方向。研究結果發現，臺北縣豐富的觀光資源已逐漸朝向自然風光、節慶活動、博物館、文化景觀等各方向發展，未來應加強提高觀光地區之特色與吸引力並規劃建立完善的服務設施及旅遊資訊等相關系統功能，來達到城市行銷的目的。 The trend of globalization has blurred the boundaries among nations around the world. Capitals, technologies and resources from around the world are moving towards areas with competitive edges and high ROI. Cities are eager to become attractions for immigrants, investors and tourists. (van den Berg and etc, 1999) With the help of regional marketing events and advantages in different aspects, these cities are promoting themselves to leverage awareness around the globe. In recent years, concept of Tourism and Recreation in Taiwan has evolved from the favor of mechanical recreational equipments and theme parks, to cultural and artistic events, outdoor activities and urban recreational spaces. Taipei County is a land of magnificent natural beauties such as beautiful seashores, mountains and valleys, and numerous cultural and historical sites, civil festivals, specialties and comfort food. The focus of this study is to discuss marketing strategies and future developments of Taipei County’s Tourism and Recreational resources by utilizing theories of Urban Marketing. Literature research methodology has been implemented in this study for data collection, analysis, comparison and organization. With he help of data collection and SWOT Analysis of Taipei County’s existing tourism and recreational resources, an appropriate marketing strategy and goals for future developments were formed. Findings of this study indicated that Taipei County has been developing its abundant recreational resources towards different directions including natural sceneries, civil festivals and activities, museums and cultural and historical attractions. In the future, Taipei County government should focus on enhancing uniqueness and attraction of its recreational areas and establish supporting infrastructures such as better service facilities, tourism information systems to market itself as the leading tourism hot spot in Taiwan.
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