For managing a city, the role of city marketing becomes more and more important. Modern cities are all hoping through every event to satisfy city residents or marketing the city externally. Therefore increase the approval rating of residents or create the image to boost the tourism or attract investors.
City marketing also involved self-identification and uniqueness. Therefore, marketing framework directly impact the identification and perspectives both internally and externally.
This research tracked marketing tactics of The World Games in Kaohsiung after the Mayor Chen Chu was elected. This paper also discussed the marketing framework and the reasons behind that, so the future city managers can use it as reference.
The research questions as follows: 1. What framework was used in marketing the World Games in Kaohsiung? 2. Is frame alignment used?
This research is based on Frame Theory as the core research structure, through newspaper reports analysis data, and concludes the framework that was used by The World Games in Kaohsiung. Also combined the in-depth interviews with the officials who are responsible for marketing The World Games. Understanding the framework and the planning that was used by the organizer to market the World Games, in order to conduct the research of this topic.
The result show, the World Games in Kaohsiung existed two main frameworks including the World Games and the elected official politics needs . Under these two main frameworks also have several sub-frameworks, along with diversity tolerance values and people¡¦s affairs, which are two mixed frameworks. Between each framework have certain degree of coalition. The base of mobilization therefore extended through the framework coalition.
The organizer successfully marketing the city through the World Games, also help the residents identified themselves with the city and presents the uniqueness of the city. It is also a successful politics public relations and push Mayor Chen Chun to another high point to her career. She later won the 2010 mayor election by a landslide victory, taking over 50% (52.8%) of the votes.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0406111-020126 |
| Date | 06 April 2011 |
| Creators | Wang, Li-chun |
| Contributors | Wan-Long Hong, Kuang-Wu Koai, Chih-Chang K, Wu, Jih-hwa |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0406111-020126 |
| Rights | unrestricted, Copyright information available at source archive |
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