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    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/27639


    Title: 2009世運會對高雄市城市行銷影響與效益分析
    Authors: 柯志昌
    KO, CHIH-CHANG
    Contributors: 行政管理學系
    Public Administration
    Keywords: 世界運動會;城市行銷;媒體曝光率評估法
    The World Games;City Marketing;Exposure
    Date: 2010
    Issue Date: 2014-06-26 23:31:47 (UTC+8)
    Abstract: 城市行銷的目的在於改變一個城市給予人的形象，因此一個城市可以透過硬體建設、文化塑造、利用既有自然資源等方式去改變形象，重新建立一種可以為城市帶來進步的新形象，其過程也並非短時間可完成。城市行銷的目標在於人，在於改變人對於一個城市的印象與意象，因此城市行銷策略必須以人為中心出發，選擇與人最有關係的路徑，去傳達新的城市形象，本研究透過文獻探討建構出形象行銷、吸引力行銷、基礎建設行銷以及民眾行銷等四項研究構面，並提出相關發展策略與短中長期的行動方案。雖然一個城市追求進步的方式有許多種，但主要還是建立在一個城市本
    The purpose of city marketing lies in changing a city and offering the person's image, so a city can utilized through the hardware construction, culture and already had natural resources etc. to change the image, setting up one and can bring the progressi
    Appears in Collections:[Department of Public Administration] Journal Articles

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