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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/77546

    Title: 展覽產業與城市行銷 : 以德國漢諾威為例
    Other Titles: The contribution of exhibitions industry on cities marketing : a case study of Hanover City and its exhibition center in Germany
    Authors: 陳慧玉;Chen, Hui-Yu
    Contributors: 淡江大學歐洲研究所碩士班
    苑倚曼;Yuan, Yi-Mond
    Keywords: 展覽產業;城市行銷;漢諾威;德國展覽協會;exhibition industry;Hanover;AUMA;City Marketing
    Date: 2012
    Issue Date: 2012-06-21 06:57:15 (UTC+8)
    Abstract: 全球化的不斷擴張是21 世紀各大城市發展必須面對的重要課題,原先國家與國家之間的競爭關係逐步演變成為城市與城市之間的競爭,每一城市都希望能夠成為全球城市中之領導地位。

    展覽產業為會議展覽產業(Meetings, Incentives, Conventions, Exhibitions,簡稱MICE 產業)下之一環,近年來受到各大城市的重視,主要因為它包含旅館、餐飲和旅遊等餐旅產業,及其他如裝璜、商業設計及零售業等,商業關連性強且包含項目極廣,具乘數經濟效益,被視為是全球化新興潛力的產業。國際展覽在一個城市舉辦數量之多寡,攸關該城市國際化之程度,許多城市更把發展國際展覽產業當成新時代城市發展的策略,欲成為國際間重要的展覽城市。漢諾威展覽產業發展歷程是相當特別的例子,漢諾威之人口僅約五十萬人,城市面積約為204.01平方公里,並非為德國之主要大城市,但卻是一個重要的展覽城市,擁有全球最大的展覽中心,每年舉辦多場國際重要展會。

    Under Competition of Globalization, the status of country is changing. Cities play a leading role to attract immigrants, investor and tourists. The best way to promote cities and their development is branding the cities’ activities and developing the resources.

    Exhibition industry, under the intense competition of globalization, has already become one of the crucial competition strategies. Exhibition industry can not only provide urban economy but also enhance urban competitiveness. The development of Hanover exhibition industry is an exception case. Even though Hanover is not the main city in Germany, the city has the world’s largest exhibition center and also holds many important exhibitions.

    The essential of this thesis is based on the book “Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States and Nations” by American scholars Philip Kotler, Donald H. Haider, and Irving Rein. City marketing integrates various factors to create the characteristics that are linked to cities. The studies found that city marketing is an effective method to create the local characteristics and economic effects by the cooperation of industry, government, academia and people, and through the public private partnership to improve the economy and urban development.
    Appears in Collections:[Graduate Institute of European Studies] Thesis

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