The Study of International New Urban Marketing Strategy -A Case of Taichung Calligraphy Greenway
| Autor: | Feng-Yi Wei, 魏鳳苡 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Underlying globalization, a city currently confronted competition with itself, neighboring and even cities in other countries. Furthermore, a city must dedicate itself to obtain a position in the global urban competitions. A city would like to put a lot of efforts in marketing to promote its special characters and to excessive pursuit of sustainable growth. Then, a city would improve the international reputation and competitive capabilities. Based on the theoretical framework of city marketing, this study targeted the Taichung Calligraphy Greenway as a case study. Moreover, this study did the qualitative research, such as interviews, to understand the all pictures about Taichung Calligraphy Greenway. Firstly, this study tried to understand the internal strength and weakness, and external opportunity and threat for environment of Calligraphy Greenway with SWOT analysis while it was developed and promoted for tourism. Secondly, this study discussed that the impact and relation between the special product characteristics and the position of city brand to understand the core value of Calligraphy Greenway. Finally, this study came out with some suggestions on marketing strategies to develop Taichung Calligraphy Greenway based on the theory of city marketing and summarized four strategies of city marketing including image and quality of life, attractions, infrastructure, and people. In conclusion, this study found out several essential issues to do the city marketing. It includes single service window of government, regulation of activity, management of buskers, alliance of industry-academia strategic, improvement of tourism, improvement of transportation, operation of interpersonal network, innovation of communication technology, and reflection of local culture. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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