Using the strategic planning of market orientation as the foundation, this study investigates how to increase local industry economic value. First, the theory of marketing place will be provided to understand the essences for marketing place. Then analyze and induct it in the primary consideration of regional construction and regional economic development.
Part II integrates the idea of strategic planning and the concept of local development in order to understand the application value of the future local development; in addition, the strategic planning of market orientation is mainly adopted in strategic planning to investigate the relations of overall development of local resources.
Finally, the general situation and the development term analysis of Yen-chao Hsiang, Kaohsiung Hsien was illustrated to explore the drawing up of developing objective and marketing place strategies of Yen-chao Hsiang and control and evaluate the operation of the whole strategy. The main contents consist of the making of developing objective of Yen-chao Hsiang, regional marketing strategies and planning of Yen-chao Hsiang, and drawing up and control and evaluation of executing design.
In order to define the developing function, the subsequent objective, subject, strategies, and idea, this study analyzes the interior and exterior environment of Yen-chao Hsiang through SWOT analysis. SWOT analysis is performed to explore strengths and weaknesses of the interior environment and opportunities and threats of the exterior environment of Yen-chao Hsiang, and to propose the objective, subject, strategy and idea to conform to the given strengths and opportunities and avoid weaknesses and possible threats of Yen-chao Hsiang for getting the most suitable developing direction and conceptual framework.
In general, the purpose of this study intends to take the development of an area, especially to those areas (districts) which take industries, tourism development as their principal construction, as a ¡§merchandise,¡¨ with the theory and concept of a merchandise or industry promotion and with the consideration of market competition and orientation, we can investigate and map out the subject and strategy of its development. In Yen-chao Hsien, it is proved that a part of them are focused on three main objects as college teachers and students, new residents and citizens to be, in drawing up a contribution selling plan (4P). The study showed that to take the promotion of a city or district as an enterprise in the future and to consider its management and operation, actively to promote the strategy of marketing, will be an important point of consideration and style for the development of many places in Taiwan. Therefore, we suggest the future researchers to analyze and study the concept and theory of enterprise operation and management as well as market operation and competition deeply and firmly, and to combine them closely with local administrative managements, future industry development in every effort and to make discussions.
Key words: marketing place, SWOT, sustainable development
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0726102-153044 |
| Date | 26 July 2002 |
| Creators | PAN, YU-LIANG |
| Contributors | Der-Fa Robert Chen, none, Kuo, Juikun |
| 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-0726102-153044 |
| Rights | unrestricted, Copyright information available at source archive |
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