Under globalized competition, the traditional meaning of space has been demolished and re-defined. The boundaries of countries have been blurred by the absence of time difference and a global movement that re-defines territory based on information, knowledge, acceptance and economy has begun. The global society moves towards the trend of ¡§urban orientation¡¨. ¡§Urban marketing¡¨ has growing importance as it affects the development capacity and life quality of its habitants. Local government actively promotes urban marketing in an attempt to raise the competitiveness of its city: promote local attractions, allow urban re-construction, and revitalize urban development. The process of urban renewal in the creation of a new city image is related to its urban competitiveness, and its adaptability relies upon innovative thinking and applicable strategies of urban development. The key to whether a city can rise among the ranks is that it can create a unique and irreplaceable urban value. This value will depend on the urban marketing ideal of its decision-makers and the urban positioning strategy under the guidance of this ideal.
In the view of the function of ¡§Urban Aesthetics¡¨ in ¡§Urban Marketing¡¨, research is conducted on how local government utilizes ¡§Urban Aesthetics¡¨ and their gain and loss in the renewal process. The successful experience of Kaohsiung in utilizing ¡§Urban Aesthetics¡¨ sets an example for other counties to model. This is the research motivation of this undertaking.
This research adopts the literature review methodology to investigate the concept and development background and different phases of urban marketing, and further classifies the different types of urban marketing, that is, its classification and product contents. From the perspective of individual case experience, the structure of urban marketing is analyzed to provide reference for future promotion and individualized marketing strategy. This research adopts in-depth interviews on direct participants and decision-makers of Kaohsiung City urban marketing. The first-hand materials gained from these interviews add value to this research.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0902109-005655 |
| Date | 02 September 2009 |
| Creators | Chuang, Chi-chang |
| Contributors | Tzung-je Tsai, Ying-ming Wu, Chyi-lu Jang, Yu-kang Lee |
| 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-0902109-005655 |
| Rights | not_available, Copyright information available at source archive |
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