This thesis is about the making of a power plant. It sheds light on how neoliberal ideas shape large public investments in sustainable energy infrastructure. It tells the story of how the City of Copenhagen decided to build what was claimed to be the greenest waste-fired power plant in the world: Copenhill. The plant was to have a ski slope at the rooftop and a chimney puffing smoke-rings. However, conflicting urban visions and rationalities led to a year-long crisis in the project’s planning phase. In the end, Copenhill was built over capacity, which today makes it difficult to match budget and costs. I combined information from internal municipal documents, interviews with decision makers and informal corridor talk to identify the driving forces behind the outcome of the crisis, and the contradictions and complexities of the case. I found that the crisis had roots in the way the public energy company ARC began to act like a private firm, with an entrepreneurial vision. ARC adopted an expansionist growth plan to build a large power plant with iconic architecture. The Copenhill project attracted local politicians wishing to brand Copenhagen as a green world city. However, the city’s Technical and Environmental Administration (TEA) was guided by a managerial vision with a strong sustainability focus. TEA’s analysis showed that there would not be enough garbage in the city to power the over-sized plant. Consequences for economy and environment were seen as potentially disastrous. Supported by city council and government, TEA tried to stop Copenhill. The clash between the two different urban visions led to the formation of two opposing coalitions with each their own rationality. The contradictions between growth rationality and green rationality caused the Copenhill Crisis. The direct intervention of the power élite in support of a growth solution short-circuited the norms of transparent public decision-making. Bowing to political pressure, TEA produced new documents saying that Copenhill would be great for economy and climate. Dark planning practices led to an outcome that was falsely presented as a compromise between green and growth strategies. It was in fact a growth solution, wrapped in green arguments that were not rational. The case study supports a key proposition in theory on the dark side of planning: that rationality is context-dependent and that the context of rationality is power. The case study adds insights to theory by showing the ways neoliberal thought merges with existing socio-economic conditions in space and time, specifically within a Nordic welfare-state context. It shows how public energy companies can face challenges, not only from neoliberal-driven privatization attempts, but also from ideas of iconicity and city marketing. The case study reaffirms the strength of a Flyvbjergian approach to understand the effects of hidden power mechanisms on planning of public energy infrastructure.

自2000年「韓流」席捲整個亞洲之後，電影製作/影視製作就成為熱門的城市行銷手法，透過電影拍攝，不但可以將城市意象傳播至世界，也可以提升地方產業的發展。在這樣的潮流下，臺中市政府更邀請李安導演及國際劇組來臺拍攝「少年PI的奇幻漂流」，透過影片的拍攝及播送進一步行銷城市。然而，一般討論電影製作以及城市行銷間的關係時，多數會將焦點放在「影視觀光」以及「地方行銷」上；而「少年PI的奇幻漂流」這樣一部在臺中拍攝但完全沒有任何臺中場景的電影，卻讓臺中市與這部電影產生了緊密的聯結，也在李安導演獲獎無數後，讓臺中受到了許多國際媒體的關注。簡而言之，「少年PI的奇幻漂流」是一個不靠電影場景置入而成功達到城市行銷目標的個案，但臺中市政府如何透過鼓勵影視產業發展達成城市行銷目的？本研究即著重於探討臺中市政府在此個案上所採取的各項策略。 / Since 2000, the craze of “Korean Wave” has overwhelmingly swept across Asia, filmmaking became a popular city marketing approach to broadcast and transmit the city image to the world, also to promote the local industry development. Following this trend, Taichung City Government seized the opportunity to invite and cooperate with Ang Lee and the production group of “Life of Pi” since 2010 to 2013 to market the city. However, when discussing promoting filming activities as one of the strategies to reach the city marketing goal, most of the perspectives and literatures were focusing on film tourism or place marketing. That means, most of the city marketers focus more on whether the sceneries of the target city are broadcasting through the films or not. By contract, “Life of Pi” is the film which produced and shoot in Taichung but none of the sceneries from Taichung City were disclosed in the story. Nevertheless, the film and Ang Lee had indeed linked the international media exposure and attention to Taichung City while they won numbers of film awards included the Academy Awards. To put it more specifically, this is the case which successfully reached the city marketing goal without manipulating any “product-placement” strategy. But what did the city government do to reach the goal? This research aims at analyzing the strategies which Taichung City Government took by coordinating and supporting “Life of Pi” to reach the city marketing goal.

The aim of this thesis is to analyse and evaluate the communication strategy of Pilsen city, respectively to analyse the non-profit corporation Pilsen 2015, which relates to the preparation and implementation of the project "Pilsen - European Capital of Culture 2015". Framework of my thesis has been defined by two reference periods. The first one is the candidacy period, which starts from September 2007 (when the City Council approved the intention that Pilsen city would compete for the title of European Capital of Culture 2015), until the publication of the results in September 2010. The second period has started with Pilsen victory in the competition and lasts until now (until the end of the month April 2015). The main focus of the work is based on the communication towards the inhabitants of the city of Pilsen and the region. Firstly a theoretical concept of city marketing is described. The thesis focuses on the analysis of the basic documents of the city development, which are closely related to the EHMK. The next section presents a historical development of the project and the process for selecting the cities as well as the circumstances of the project preparation and subsequent candidacy and the basic vision and goals in the application for the competition. Then the thesis analyses the...

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.

Made available in DSpace on 2014-12-17T14:20:26Z (GMT). No. of bitstreams: 1 CarlaYSFC_TESE.pdf: 3931840 bytes, checksum: 718951b79452ffd57fc17e5a3dfb4494 (MD5) Previous issue date: 2012-06-28 / In contemporary society, social exclusion is an actual and pertinent theme, because it presents itself as a challenge to management and planning of the public policies. In this perspective, the thesis entitled "The Cultural Corridor: space materialization of social exclusion in Mossor?-RN" is a moment of apprehension and analysis of the local reality from the urban policy implementation that emphasized an enterprising model, which has, as the concrete space to urban renovation manifestation, the cultural complex called cultural corridor. Because of the investigation and the directional hypothesis, it is possible to say that the urban development policy implemented in Mossor?, starting from the 1990 decade, based in the model of modernizing/enterprising management, has been causing an intensification of a society parcel exclusion from the city public space, since this public policy didn't prioritized job market increasing, as well as population incomes improving, poverty and social inequality reduction, at the same proportions it promoted geographic space reorganization with directional actions to build the "spectacle city" / Na sociedade contempor?nea a exclus?o social ? um tema atual e pertinente tendo em vista apresentar-se como desafio a gest?o e ao planejamento de pol?ticas p?blicas. Nessa perspectiva a tese intitulada O Corredor Cultural: espa?o de materializa??o da exclus?o social em Mossor?-RN, configura-se como momento de apreens?o e an?lise da realidade local, a partir da implementa??o da pol?tica urbana com ?nfase no modelo empreendedor, que tem como espa?o concreto de manifesta??o de renova??o urbana, o complexo cultural denominado de corredor cultural. Em fun??o da investiga??o e da hip?tese norteadora pode-se afirmar que, a pol?tica de desenvolvimento urbano implementada em Mossor?, a partir da d?cada de 1990, fundada no modelo de gest?o modernizador/empreendedor, tem provocado o aprofundamento da exclus?o de parcela da popula??o em rela??o aos espa?os p?blicos da cidade, na medida em que esta pol?tica p?blica n?o se pautou por uma possibilidade de amplia??o do mercado de trabalho, pelo aumento da renda da popula??o, pela mitiga??o da pobreza e desigualdade social na mesma intensidade que promoveu a reorganiza??o do espa?o geogr?fico com a??es direcionadas para a constru??o da cidade espet?culo

The purpose of this thesis is to investigate and understand how cities are using brandingefforts and strategies to further initiate projects of large scale. The study takes placewithin the cities of Malmö and Helsingborg that are both competing for gaining nationalsupport towards the initiation of megaprojects. Megaprojects are considered by a lot ofliterature to be high risk, which is why I want to understand how city branding strategiescan be used for justifying the implementation of these projects. In doing so the thesiswill conduct a document analysis to try and identify if there are any city brandingstrategies towards the megaprojects and where these strategies can be found. What isalso considered a main goal for this thesis is to uncover what city branding strategies thecities have and where these can be identified within their communication platforms. Thethesis will compare the cities of Malmö and Helsingborg and the megaprojects ofÖresundsmetro and HH-tunnel to find similarities, differences and ultimately try touncover the correlation between city branding and megaprojects.

Sergels torg in Stockholm, Sweden, and the surrounding areas have possibly negative associations in the minds of individuals. To then influence and change a negative mindset related to a place can be a difficult task for real estate managers. This thesis report has studied whether place marketing and nudging could and has been applied by two large real estate owners regarding the ongoing place development of Sergels torg. Since certain similarities between place marketing and nudging has been determined, the problem within the report has been concluded to how the two concepts can relate. Therefore, the aim of the report has been to examine if place marketing can be gradated when combining theory behind nudging. Place marketing and nudging have not previously been studied as integrated concepts, resulting in the formulation of new aspects around these. In this study, the strategic market planning process as a theoretical model has been used to define the term place marketing. It has been used by means of deduction to investigate how it could be used in place development and how this model could contribute to an individual’s changed mindset to places. Another model has been used in the study to define which management control measures are included in nudging. Nudging, as a term, was named in 2008 and aims to nudge individuals in a desirable direction in which they otherwise would not have taken, without including incentives nor restrictions. This study has consisted of interviews with experienced professionals from two real estate owners involved in the development of Sergels torg. The conclusion that has been drawn from the interview study is that the respondents have been familiar with and in general used place marketing when developing the area surrounding Sergels torg. On the other hand, it was less than half of the respondents who were familiar with the concept of nudging, despite this, they have to a certain extent used some of the management control measures falling within the scope of nudging. By analyzing the thesis’ empirics and theory it has been concluded that if nudging is implemented in place marketing, several advantages can be drawn, such as increasing turnouts at places and a positive outlook in individuals. Thus, making it possible to increase the social and monetary sustainability in urban development.  Concluding, there are challenges regarding combining the two concepts place marketing and nudging. The challenge could briefly be described as how it previously has been defined and which interventions go under a nudge. Finally, the thesis presents a suggestion of a recommendation on how to implement nudging in the strategic market planning process. / Området kring Sergels torg i Stockholm, Sverige, är möjligtvis en plats med en negativ klang i människors medvetande. Att försöka påverka och förändra en negativ inställning till en plats kan emellertid vara svårt för fastighetsägare. Denna uppsats har studerat hur platsmarknadsföring och nudging kan och har använts av två stora fastighetsägare vid utvecklingen av Sergels torg. Då vissa likheter mellan platsmarknadsföring och nudging kunnat urskiljas har problemet i uppsatsen definierats till hur de två begreppen kan relateras till varandra. Syftet med uppsatsen har därmed varit att undersöka om platsmarknadsföring kan nyanseras genom att kombinera teori bakom nudging. Platsmarknadsföring och nudging har tidigare inte studerats som begrepp tillsammans, vilket gör att denna studie belyser nya aspekter kring dessa. I studien har den strategiska marknadsplaneringsprocessen tillämpats som teoretisk modell inom platsmarknadsföring för att definiera begreppet. Den har genom härledning använts för att undersöka hur den kan användas vid platsutveckling och därmed hur den kan bidra med en förändrad uppfattning om platser hos individer. Ytterligare en modell har använts för att definiera vilka styrmedel som nudging inkluderar. Nudging som begrepp myntades 2008 och syftar till att puffa individer i en önskvärd riktning än vad de annars skulle tagit, utan att inkludera incitament eller restriktioner.  Studien har bestått av intervjuer med verksamma från två fastighetsägare involverade i utvecklingen av Sergels torg. Slutsatsen som har kunnat dras från denna intervjustudie är att respondenterna känt till och i stora drag använt sig av platsmarknadsföring vid utvecklingen av området kring Sergels torg. Däremot var det färre än hälften som var bekant med begreppet nudging, trots detta har de i olika utsträckning använt sig av vissa styrmedel som faller inom ramen för nudging. Vid analys av empiri och teori har det konkluderats att om nudging implementeras i platsmarknadsföring skulle flertalet fördelar kunna härledas, t.ex. genom ökade flöden på plaster och genom en positivare inställning gentemot dessa hos individer, vilket har möjlighet att leda till en ökad social och ekonomisk hållbarhet. För att knyta ihop uppsatsen har utmaningar med att sammanföra begreppen platsmarknadsföring och nudging specificerats. Utmaningen kan kortfattat beskrivas som att det ligger i hur nudging tidigare definierats och vad som krävs för att en åtgärd ska få kallas för en nudge. Uppsatsen mynnar slutligen ut i ett förslag på en rekommendation för hur nudging skulle kunna implementeras i den strategiska marknadsplaneringsprocessen.

L’objectif principal de notre travail consiste à interroger le rôle des espaces de consommation dans les stratégies pour l’attractivité des territoires. Comment la notion de consommation s’inscrit-elle dans la dynamique de développement territorial, en particulier, à travers la relation « image – marketing - attractivité »? Il s’agit de comprendre « le concept d’espace de consommation nouveau » tel qu’il est employé aujourd’hui par les territoires qui cherchent à renforcer leur attractivité. Pour mettre en évidence l’importance des espaces de consommation dans les politiques pour l’attractivité, nous illustrerons trois expériences territoriales suite à une partie théorique développant le thème de l’attractivité territoriale et celui de l’espace de consommation : 1. La ZAC de Paris Bercy et son espace de consommation, Bercy Village : On choisit comme exemple, le quartier de « Bercy Village » créé dans le cadre de la ZAC Paris Bercy à la fin des années 90. 2. Les projets et stratégies de régénération urbaine de Turin (Italie) : La ville de Turin est en quête d’attractivité en renforçant les domaines de la culture, des loisirs et du tourisme. L’importance de l’attraction du méga-évènement et de l’élaboration des démarches stratégiques globales pour la ville (en occurrence, le projet de Spina Centrale et le Plan Stratégique de Turin) est particulièrement soulignée dans cet exemple 3. Le projet de restauration de la rivière Cheonggye (Séoul, Corée du Sud) : La ville de Séoul, en restaurant une rivière oubliée dans un quartier commercial souffrant de l’encombrement du trafic et de la pollution, a réussi à créer une nouvelle promenade fluviale très attractive pour les citadins. / The principal aim of our work consists of questioning the role of consumption activities and spaces in local strategies for attractiveness. How is the concept of consumption involved in the dynamics of territorial development, in particular, in terms of the relation among “image,” “marketing” and “attractiveness”? How can we understand “the concept of new consumption space” such as it is employed by the cities that desire to reinforce their attractiveness? To emphasize the importance of consumption spaces in policies for local attractiveness, following a theoretical discussion (part one), we present three case studies (part two) exploring the questions of territorial attractiveness and consumption space: 1. Our first example is “Bercy Village,” a new Parisian consumption space created within the framework of the ZAC Paris Bercy at the end of the 1990s. 2. Second, we examine projects and strategies of urban regeneration in Turin, Italy. Turin is in search of attractiveness by reinforcing the aspects of culture, leisure and tourism. The importance of the attraction of mega-events and the development of global urban strategies (the Spina Centrale project and Turin’s Strategic Plan) is particularly stressed in this example. 3. Finally, we turn to the restoration project of the Cheonggye river (Cheonggyecheon). Seoul, the capital of South Korea, recently restored a forgotten river in an old commercial district, notorious for traffic jams and pollution. Through this project, Seoul was able to create a new attractive riverwalk for city users.

欲建構一個全方位的電影基地，實為龐大且複雜的計劃。臺中市政府新聞局於2011年開始規劃並落實建構的「中臺灣電影推廣園區」，研究者為該計畫決策執行兼推動者，故以行動研究的親身參與及實際觀察法，透過反省與修正探索建構一個全方位電影基地過程中，其關鍵問題與因應策略的現象及影響；歸納分析因各不同環境或人為因素變動，以及所選擇因應策略對產出結果的影響。期待本研究結果能成為未來類似計畫之參考。 本案研究者依系統循環的概念，以圖示歸納關鍵事件與因應策略對應後產出的結果，比對其變革後的結果與最初規劃目標之間的連結關係，從本研究發現中得出結果如下： 1.電影政策與城市行銷，可有直接的正向聯結關係。 2.一個計劃在建構期間出現無法預設的變革為正常現象。 3.良好的溝通與協調，亦可能成為影響結果的重要因應策略。 4.選擇得當的因應策略，即使改變，也可能出現比預期還好的成效。 根據本案的研究發現，提出建議如下： 1.全方位的電影文化與相關之產業政策應持續支持及推動。 2.變革雖為正常現象，但堅守目標、宗旨與原則，持續培植人才仍為重要使命。 3.即使觀念或訴求不同，但在追求社會與文化進歩發展的觀點下，更需透過理性的溝通與協調，求取共識。 4.變革可以期許出更好的新局與未來，但過往的歷史與紀錄，仍是新時代影像工作不可棄置的重要觀點。 / The objective is to build an all-purpose movie operational base and overcome any possible complications regardless the scale of them. The Information Bureau of Taichung City Government has started implementing the construction of “ Mid-Taiwan Movie Promotion Park” since 2011. The research unit for this particular project is also the project promoter and the executor. In other words, this project researcher was able to personally participate and inspect the production process through in person observation where the researcher could reflect on the adjustment made to target key issues in the park establishing process. The project researcher categorizes and analyzes these the park establishment strategy and analyzed results may also be affected by various human and environment factors. The purpose of this research is to have the analysis brought to the public and thus makes a positive impact for similar future projects. The researcher utilizes a system circulation concept and further demonstrates and clarifies this concept via diagram and visual presentation. The system circulation concept not only compares the result after modifications and the initial goal, but also bridges the relation between the result and the initial goal. The research reveals the following listed below: 1.The relationship between movies related policies and city marketing could be direct, positive, and constructive simultaneously. 2.It is typical that unpredictable barriers appear during the construction period. 3.Friendly constructive communication and coordination could be a key factor that affects the project outcome. 4.Appropriate response could result a better-then-expected outcome. Suggested strategies according to the research listed below: 1.An all－purpose movie culture and its related industries policies should be supported and promoted in a persistent and everlasting manner. 2.Although proposed plan may not always implement accordingly, the big picture is to stay adhere to goal, purpose, and principle and continue to cultivate talents. 3.It is particularly important to reason rationally and coordinate to reach a mutual aim when parties express difference aspirations and perspectives. 4.Changes could motivate breakthrough and, at the same time, it is crucial to keep the past in the back of the mind and note from the it.

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.