The paper will focus on local marketing and placement theory to analysis the famous movie "Cape on the 7th," in Taiwan. We want to explore the movie company how to enter the market by cheaper marketing method under lacking the fund resource. We will want to understand the government sector whether offer the movie company assistant. In addition, we will discuss the impact of tourism and consumption. Finally, we will observe the movie- ¡¨Dae Jang Geum¡¨ of Korea whose marketing mode compare to "Cape on the 7th." In research method, we used in-depth interviews to collect data through the broadcast of the video shooting area caused by tourism, consumption and other economic benefit analysis, the media in the region and the tourism industry experts from related industries to point out that it should be the planning and implementation of appropriate marketing strategies to maintain and enhance the competitive advantage of the region from the investment environment, human environment and infrastructure aspects, etc., to shape a good image of the region to meet the needs and aspirations of consumers.

Diploma thesis analyzes communication strategies used by public administration's organizations in the Czech Republic and abroad. The aim of the thesis is to evaluate existing communication strategies implemented in the Czech Republic. Partial aim is to recommend methods to improve present condition. Theoretical part results from dynamic marketing concept, describes communication strategy as one of the key instruments of regional marketing mix, defines principles of effective communication and provides methods antecedent to creation of communication strategy. Separate chapter is dedicated to communication with target groups who may encourage future growth of the city. Practical part introduces project Communicating city, its influence on one of the participating towns and particular examples of communication strategies from abroad.

Euroregionen wird in Europa ein gewichtiger Beitrag zum länderübergreifenden Zusammenwachsen europäischer Grenzregionen beigemessen. Im internationalen Wettbewerb um fortschreitende wirtschaftliche Entwicklung, liefert Regionalmarketing einen Ansatz, um sich von anderen Regionen abzuheben und eigenständige regionale Wertschöpfungskreisläufe zu etablieren. Die vorliegende Arbeit setzt sich mit den Erfolgsfaktoren und Problemfeldern von Regionalmarketing und regionalen Marketinginitiativen in Euroregionen in Deutschland und Polen auseinander. Im Zuge der Forschung wird als Fallbeispiel die Euroregion Spree-Neiße-Bober mit ihren deutschen und polnischen (Teil-) Märkten betrachtet. Im Einzelnen gliedern sich die Kapitel wie folgt: Das erste Kapitel widmet sich den Euroregionen. Sodann wird die Untersuchungsregion, die Euroregion Spree-Neiße-Bober, mit ihren deutschen und polnischen Teilregionen vorgestellt und der Forschungsstand im Forschungsgebiet des Regionalmarketings präsentiert. Im folgenden Kapitel wird die Transaktionskostentheorie als ökonomischer Ansatz der neuen Institutionenökonomik dargestellt. Darauf basierend wird das analytische Modell der Arbeit abgeleitet und die Untersuchungsmethodik vorgestellt. Sodann werden in Kapitel 7 und 8 die Forschungsergebnisse auf der Basis der Produzenten, Dienstleister-, Einzelhandels- und Händlerbefragung erläutert. In Kapitel 9 werden die Forschungsergebnisse für die gesamte Euroregion Spree-Neiße-Bober synthetisiert, neue wissenschaftliche Erkenntnisse präsentiert und Empfehlungen für vertiefende Forschungsarbeiten gegeben. Die Arbeit schließt mit Handlungsempfehlungen und der Skizzierung der Entwicklungsperspektiven für grenzüberschreitende Marketinginitiativen ab. / A weighty contribution to the cross-border integration of European border regions is measured in so called „Euroregions“ in Europe. In the international competition for progressive economic development, regional marketing provides an approach to differentiate themselves from other regions and to establish independent regional value creation cycles. The present work deals with the success factors and challenges of regional marketing and regional marketing initiatives in Euroregions in Germany and Poland. In the context of research a case study is undertaken in the Spree-Neiße-Bober Euroregion paying tribute to its different German and Polish (partial) markets. In particular, the chapters are divided as follows: the first chapter is devoted to European cross-border and Euroregions. Then, the study region, the Spree-Neiße-Bober Euroregion is introduced and the present state of research in the field of regional marketing displayed. The following chapter describes the transaction costs theory before the analytic model is derived and the investigation methodology introduced. In chapter 7 and 8 the research results show the effects of regional marketing on producers, service providers, food manufacturers and traders in Germany and Poland. In the final chapter 9 the results of the research are synthesised, new scientific knowledge is presented and recommendations is given for deepening research projects. The work concludes with action recommendations and the sketching of the developing perspectives for international marketing initiatives.

The main objective of this work is to contribute to the border periphery regions research at a field of usage of modern spatial development instruments. We verify the sustainability and the range of application on a concrete model location of Jachymovsko. The geographical location was revealed as a core development factor. We are presenting an optimal marketing strategy for this region based on an analysis of the environment and the image analysis. This strategy is focused on a consolidation and intensification of promotion of tourism and implementation of an external communication strategy. The quantitative data about a region are supported with the qualitative data from two researches: questionnaire method and Delphi method. Key words: periphery - regional marketing - Delphi method - Jachymovsko

Presented diploma thesis deals with the issue of territorial marketing in the Czech Republic, focusing primarily on the city marketing. The main aim of this work is to determine the current position of city marketing in the cities in Moravian-Silesian Region and compare tools that cities use. The research, which is part of this work, took place in 2014 and 2015. A semi- structured interview aimed to find out whether they are nowadays responsible workers from among city leaders familiar with the theory of city marketing and how they work with each of its types. Major emphasis in this research was put on marketing of investment opportunities, promoting tourism, but also the feelings of competition and threat among the surrounding towns. It was proved that the city in the Moravian-Silesian region with the concept of city marketing usually work, even though it is often called by other names. Currently cities seek marketing activities to attract new investors and promote tourism with an emphasis on events marketing. Keywords: territorial marketing - regional marketing - city marketing - towns - qualitative research

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Made available in DSpace on 2010-04-20T20:47:52Z (GMT). No. of bitstreams: 0 Previous issue date: 2003-05-26T00:00:00Z / Ainda existe muito questionamento sobre a eficiência da comunicação Global. A tese aborda as variáveis que influenciam o processo de globalização e as conseqüências sobre a CIMG - Comunicação Integrada de Marketing Global, estabelecendo um paralelo sobre a sua aplicação no Brasil por meio de pesquisa junto às agências de São Paulo, Brasil. Apresenta novas definições para a comunicação integrada de marketing em três níveis de abrangência geográfica e propõe um modelo das condições necessárias para que a comunicação possa produzir melhor resultado. / Many questions remain over how advertising can be implemented successfully. The thesis considers the variables that have some influence in the globalization process and its consequences on GIMC - Global lntegrate Marketing Communication. The author traces the level of GIMC implementation in São Paulo through a survey among advertising agencies. Furthermore, a new definition is presented for IMC - Integrate Marketing Communication in three geographical coverage levels - domestic, regional and global - and proposes a model for the use of integrate communication establishing the necessary conditions for better results.