近年來，各地方政府都將節慶活動視為創造經濟效益、形塑地方文化特色的政治活動。臺灣各地方政府在面對經濟發展的競爭態勢下，為振興地方產業，紛紛積極推廣節慶觀光做為開發經濟的良機。地方政府運用行銷之概念，不僅為地方帶來財源，更為各地方政府塑造了鮮明的形象與特色。 在台灣各地方政府所舉辦的諸多大型節慶活動中，以「宜蘭國際童玩藝術節」最具有指標代表性，不但成功結合觀光、遊憩與文化產業，營造宜蘭的特色，獲得民眾的認同與支持，更成為享譽國際之活動，也是各縣市政府辦理節慶活動標竿學習之最佳實務典範。 本研究先檢視政策行銷與節慶相關理論及文獻，了解地方政府節慶行銷的意義、內涵、策略與作法等，比較政策行銷與節慶行銷的異同。並以「宜蘭國際童玩藝術節」個案為例，探討地方政府進行節慶行銷之策略與環境影響因素，檢視政策行銷執行成果，根據研究結果提出實務改進建議，做為其他縣市進行節慶行銷參考。舉辦十一年的宜蘭童玩節正面臨著競爭者增加、喪失創意等永續經營發展問題。本研究發現宜蘭童玩節受到政治因素的影響最大，並且產品的創意與文化內涵逐漸消退，缺乏整體性的行銷策略。故宜蘭童玩節的決策系統必須脫離政治的影響，並且投入成本開發創意，建立消費者習慣性的消費習慣，宜蘭童玩節才能永續經營。 / In recent years, the Taiwanese local governments often use festival celebrations to generate economical and political benefits, and at the same time to create and promote their local cultural characteristics. Under the pressure of political and economical competitions, the local governments are forced to encourage festival celebrations aggressively in order to revitalize the local tourism business and further economical opportunities. The local governments use marketing concept to bring financial enhancement and improve its fresh image and unique characteristics. In all festival celebration events held by the local governments in Taiwan, Yilan International Children’s Folklore＆Folkgame Festival is considered as the most outstanding one. It successfully combined aspects of tourism, leisure events and cultural gatherings to establish Yilan’s distinctiveness. Such strategic activities have won the votes of its local residents and become an international recognition event. It has also been shaped into the best learning model and a practical example for many other county authorities to follow. This study aims to examine policy marketing and other related festival theories and literature, with the purpose of understanding the local government festival marketing value, its strategic plan and procedures, and yet comparing the similarities and differences between the policy marketing and the festival marketing. By employing Yilan International Children’s Folklore＆Folkgame Festival as a study case, this paper analyzes the local government’s strategic progress in festival marketing and its environmental factors. In addition, it examines the results of such policy marketing practices for recommendations to other county authorities. After eleven years of annual celebrations, Yilan International Children’s Folklore＆Folkgame Festival is currently facing with increasing competitors and at the same time, losing innovative ideas and other operating management problems. This study finds the Festival is being affected greatly by political factors and lacking the overall marketing strategy. As a result, such event must not be influenced by any political reasons and needs to increase its access to funds in developing creative ideas to attract consumers and to create a successful and sustainable festival event.

地方經營大約在西元兩千年開始陸續獲得各國重視，城市、鄉村乃至於郊區的實際經營案例、研究發現陸續提出，一場對於地區競爭力的討論與行動大幅展開，然而這場對話中對地方經營方式探討卻顯得相對稀少，但經營方式卻是強化經營、提升競爭力的關鍵要素。因此，本研究希望從此方向進行探索性研究，期望能有助於相關學術與實務的發展。 創意時代來臨、網際網路使用普及化、自我意識提升等，改變過去價值由供應者單一創造的模式，也突顯出使用者參與創造的需求。讓地方採用「價值共創」的方式進行經營，背後應該有可供解釋的理由與成果。因此本研究期盼藉由研究結果回答三點研究問題：（1）地方如何啟動價值共創活動？（2）地方價值共創活動關鍵影響要素為何？（3）共創活動如何影響地方經營？ 本研究藉由文獻與學理回顧，進一步探討地方價值共創活動之內涵。以價值共創、地方資本觀點為基礎，將描述價值創造過程的商業模式略作調整，發展出個案研究的概念性研究架構。研究架構將地方價值共創活動分為價值主張、關鍵資源、關鍵流程、經營成果四個部分，其中經營成果採用地方資本四構面進行觀察。本研究採用單一個案研究法。透過三十年的長期觀察，淬取出三個具有代表性、足夠影響規模的共創活動，以上述概念性架構進行深入探討。 本研究所得到的初步結論：（1）資源不足、認同共創必要性、共創氛圍是影響地方在不同階段採取價值共創進行地方經營之原因。（2）關鍵流程為強化價值主張內涵與論述、資源取得與整合、經營成果在地累積與提升之共同之基礎。（3）共創活動為地方向外擴大人力資本的取得並深化既有人力資本、發展社會資本，進而強化該地的人為資本與自然資本。 / Many countries have put emphasis on local management since 2000 and there are more and more practical cases or studies for city, urban and rural area management. The debates and the actions about the competitiveness of a place has started; however, the exploration of the approach of local management appears quite less even though that is the key to enforce place management and increase competitiveness. Therefore, this purpose of the thesis is to focus the direction to express an explorative studies. I expect it could make some contribution for the academic and practical development of this field. In the era of creativeness with the universality of Internet and the awareness of self-consciousness, the model which values are only created by suppliers has changed and the demand of users’ participation has also become stronger. There are some explanations or achievements for a place to take the way of “Value Co-Creation” to manage; therefore, the thesis aims to answer three research questions: (1) How does a place start the value co-creation activities? (2) What is the key factor of value co-creation activities in a place? (3) How does a value co-creation activity affect the management of a place? The thesis will firstly explore the significance of value co-creation activity in a place through literature review. Using “value co-creation,” local capitalism as basis, I make some adjustments in the business model, which portrays the process of “value creation” to develop the conceptual structure of case study. My research structure is divided into four parts: value proposition, key resource, key process and management performance explained by local capital. The thesis adopts individual case research method, and focuses on three representative and influential activities in the Yilan region, which are totaly observed case for 30 years. The conclusions of the thesis are as the following: (1) lacking resources, recognition for the necessary of co-creation and the co-creative atmosphere are the reasons that affect a place to take “value co-creation” for the local management in different stages. (2) The key process is to strengthen the content and statement of value proposition, to acquire and integrate the resources, and to improve and localize the management performance. (3) The co-creation activities can expand the acquirements of external human capital and reinforce internal one, increase social capital and enrich the human-made capital and natural capital.