全球化下的城市競爭越趨激烈，舉辦大型活動（mega event）行銷城市的策略常是區域經濟發展的政策之一，一般認為大型活動能為城市在經濟發展、環境改善、公共建設、觀光旅遊等方面帶來實質的經濟效益。過去；城市舉辦大型活動原為國與國或地區之間的商貿交流為主，爾後演變為因應城市發展特色的大型活動產生，1960年代前；運動賽事的舉辦是為了展示國力，直到1984年洛杉磯奧運會透過完善的體育活動結合商業模式下，帶動經濟繁榮提升城市競爭力，遂成為許多國家爭辦大型運動賽事的原因之一。 國內外相關大型活動的研究多偏於經濟與產業之分析，本研究以行銷角度切入，運用Kotler學者所提出城市行銷的四大構面分別為；基礎建設行銷、形象行銷、吸引力行銷、民眾行銷，來發掘城市行銷元素的組合，進而透過行銷工具的使用來拓展城市的能見度與形象的呈現，有效的吸引外來的觀光遊客與投資等，並提供本地居民良好的生活(含居住、教育與娛樂等)與就業(工作)環境，啟發居民對本區的榮譽心與凝聚力。 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定位與形象，因此城市行銷策略必須以人為中心出發，同時結合城市空間及建設的載體去傳遞城市的形象；當城市在舉辦大型活動時，回歸到城市資源能力的整合與核心價值來檢驗其行銷要素的焦點，從中發掘城市行銷的定位，進而有助於規劃城市品牌的長期經營策略。 本篇論文以2009高雄世運的舉辦來建立高雄城市形象為例，並運用「大型活動的策略架構」結合Kotler「城市行銷」理論，評析以大型活動作為行銷城市最有利的事件方案，以短期具有時效性的活動來行銷高雄的城市特色。

全球化的競爭趨勢使得國家行銷發展跨越原有的疆界，轉而成為各國城市間的競爭，城市的經管理與行銷提升城市本身的競爭優勢，城市亦藉由積極參與國際性大型活動或展演拓展城市的知名度與形象，吸引實質的產業投資與引導消費等實質經濟利益，同時也能成為國外人士連結城市的管道。因此，整合城市的各個面向，例如城市品牌，城市形象、特色產業、基礎建設等，以策略性的包裝與行銷大幅提昇城市的競爭力。 臺北市經營城市行銷，首重市場定位與塑造品牌形象，統籌臺北市的政治、經濟、歷史、文化、環境等資源整合，成為城市品牌形象定位的基礎，因此積極透過城市行銷對外發展的臺北市而言，參與如奧林匹克運動會、世界博覽會等國際性大型活動的機會，藉由行銷策略組合建構城市品牌形象以利臺北市推展城市行銷是本研究的主要目的。 文獻回顧部分，探討包括城市行銷的定義與內涵，行銷策略擬定與建構城市品牌印象之相關理論，以及大型活動本質的探討與建構品牌形象之關聯。研究方法則而歸納文獻資料提示的建構城市品牌指標參考，整理歸納「構面組織」、「環境構面」、「目標市場構面」、「行銷構面」、以及「策略構面」等五個面向擬定59項評估指標製作修正式德菲法調查問卷，由10位公共行政、行銷、傳播及媒體領域之專業人士填寫調查問卷，由專家學者群體決策為基礎進行調查，最後經兩回合問卷調查後專家達成意見一致性共識作為本研究分析之基礎。 本研究透過修正式德菲法問卷的五個5個構面共59項以大型活動建構城市品牌形象之評估指標，專家小組認為利用參與大型活動建構城市品牌形象中，「組織構面」的領導者決策、策略規劃及策略執行能力為最主要關鍵，而包括城市的交通建設網絡以及城市風格等，都是影響形塑城市重要因素。而研究結果則建議建構城市品牌形象可採用地區性行銷策略，而在策略實際操作部分則延攬專業的行銷規劃團隊，以規劃主題式行銷活動，並透過新興媒體進行宣傳等方式為臺北市形塑優質的城市品牌形象。 / As a consequence of globalization, the marketing of region has grown in importance as countries, regions compete with one another to attract investment and visitors. To compete effectively, it is essential to identify the critical success factors of image branding and ensure those who are into the strategic planning. City's image branding is largely dependent on the construction, communication and management as well as the style of the city. A city's brand image provides, on one hand, the basis for developing city marketing to pursue economic development and, on the other hand, provides as a conduit for people outside the country. This study examines the effectiveness of the efforts on the image branding of Taipei based on an analysis of image branding strategies through the participation of mega events. The theoretical background from literary reviews of this study covering city marketing, city branding and image, mega events and event marketing topics, which are the conceptual but technical and structural viewpoints included. The primary city brand-driven mega events indicators would be developed by reorganizing these past researches and by dividing them into five aspects: organizational, environmental, target market, marketing, and strategies. All primary indicators are evaluated by 10 marketing, communication, media, and administrative experts to evaluate which have the most criteria toward the image branding of Taipei, and how these factors could be utilized to form the strategic framework. Based on the survey of the modified Delphi method, the result indicated that the most crucial success factor of the image branding of Taipei is organization leadership, which refer to the city governing philosophy of decision-making, strategic planning, and implementation represention the core building block of image branding. This survey points out that the convenient transportation network, unique city style and applied communication channel, such as social media, are also drawing a line determining the effect of the image branding of Taipei. Accordingly, some recommendations can be made for the use of the image branding of Taipei: diversified cultural driven assets can be attractive points; Fesvital and activities also can be applied; new style of promotiation channel such as social media can also be developed. Those are based on a combination and the components of the city's brand management.

現今年代，已不在是只有最富有和已開發國家才有舉辦豪華大型活動的權力，體育大型活動也不在是純粹的體育競賽了。由於舉辦比賽及活動可產生數十億美元的經濟效應，南半球的發展中國家及熱切的想申辦此類大型活動。但舉辦一場大型活動實際又會對當地社區、城市，甚至一個社會帶來什麼樣的影響呢？特別是當舉辦國是較貧困和資源不足的發展中國家，有時，發展中國家的社會保障自卑感造成了與已開發國家結果截然不同的結果，在某些情況下這樣的挑戰是普遍的，不管如何這樣的情況在發展中國家更常發生，也往往導致災難性的後果。本文試圖了解，在社會和經濟層面，在特定國家體育大型活動的舉辦對於特定社會群體的影響。本文希望發展中國家未來在招標與申請舉辦大型活動時，能對於現實有更好的了解，並能設置更合理的預期，此外也能對伴隨而來不可避免的人口問題有一定的準備。 / Gone are the days when the hosting of lavish mega-events is exclusive to the wealthiest and most developed nations. Gone too are the days when sporting mega-events were purely sporting spectacles. With tournaments and events generating billions of dollars, developing nations in the global south have, with increasing enthusiasm, bid to host such events. But how does a mega-event actually affect a community, a city, a society? What happens when that community is particularly impoverished and in an under-resourced developing nation? At times, the social security inferiority of developing nations produces results starkly different results to those of the developed world and in other situations the challenges are universal but are exacerbated in the developing world, often with dire consequences. This dissertation seeks to understand how, on social and economic levels, the hosting of sporting mega-events manifests itself to particular groups in society, in particular kinds of nations. This is done with the hope that developing nations bidding and hosting in the future may better appreciate the reality and therefore not only set more realistic expectations but also better prepare to guard against and remedy the inevitable consequences on some sectors of the population.

本研究由「以大型活動建立城市品牌」面向切入大型活動行銷與城市行銷之主題，試圖釐清「城市」本身作為行銷主體時，相關的理論觀點，並聚焦於策略端，了解城市行銷與城市品牌發展之關鍵要素以及重要的城市品牌架構，進而建立以城市品牌長期發展為主要導向之大型活動所應具備的策略性思維，且逐步構築大型活動評估指標，作為未來城市品牌導向之大型活動策略規劃與分析之參考。 文獻回顧的部分，除了城市行銷本質的探討，理解城市行銷的功能與內涵外，亦在城市行銷的「技術」面文獻中，了解當前城市行銷策略規劃與城市品牌建立之相關理論基礎，最後在既有的研究中，連結大型活動與城市行銷之間的關聯性，著眼於如何運用城市品牌的建構面向，來評估與分析大型活動之策略。其後，歸納前述文獻所提及之諸多指標與成功要素，以四個主要面向重新抽取其內容，並發展相應於大型活動之操作性定義，以便先行建立初步評估指標。最後以專家群體決策為基礎之修正式德菲法進行最終評估指標之評選，使得指標體系的建構及後續分析，能具有較高度之代表性。 透過十多位行銷、傳播、媒體領域之學術界與實務界專業人士之專家問卷調查，本研究共建構十六項以大型活動建構城市品牌之評估指標，並進一步以大型活動籌辦單位之深度訪談補充營運面與組織面之內涵，增加指標於策略性運用時，更為全面性之思考。最後闡明研究結論，回應過往城市品牌架構文獻並建議未來相關研究方向，期望對於城市品牌思考與城市品牌導向之大型活動策略規劃與分析面向有所助益。 / The mega event held by a specific city shouldn’t only be analyzed as another single large scale event in the city but be seen as a series of city marketing practices in the long-term city branding context. The aim of the present study focuses on the strategic vision of the mega event and builds city brand-driven indicators to create the framework for mega event marketing strategy planning and evaluation. The main theoretical background from literature reviews for this study consists of several city marketing, city branding, mega event and event marketing topics, which are not only the conceptual but technical and structural viewpoints included. Then the primary city brand-driven mega event indicators would be developed by reorganizing these past researches into four main categories: strategy, symbol, relationship, benefit and sustainability. Based on Delphi method, all primary indicators are evaluated by 16 marketing, communication, media experts and finally formed the strategic framework. Also, in this study, mega event organizer and the coordinator of marketing related department in the city government are interviewed to understand issues comprehensively from the execution and organization levels for solid strategic thinking. Finally, all 16 key indicators and the managerial implications , specific city branding frameworks from the literature reviews, and also advices for future studies are outlined and discussed in the last chapter.