碩士 / 樹德科技大學 / 應用設計研究所 / 93 / The push that builds in urban-rural areas combines 'the cultural industries' and topic of development of 'the cultural creative industries' as 'the community builds', become the goal that every city and village-town make great efforts actively in recent years. The work primarily that builds in urban-rural areas is besides constructing the environmental view, activating traditional industry and development to visit recreation, on the aspects of management and administration of urban-rural areas, on one hand even pass the thinking of enterprise's management and administration, let the locality organize the activity to activate, use one to promote the interaction relation that government unit and enterprise operate, let the construction in urban-rural areas become the model of local management and administration. The government unit is different from the commercial purpose that enterprises organize, this should rely mainly on non-commercial, for in accordance with return in order to serve the citizens masses and offer the convenient living environment. Such non-commercial unit relies mainly on construction funds of the government unit, attempt to be wide to receive the will of the people and communicates, coordinate the place to develop, strengthen the possibility of local construction by this, combine the local organization of professional ability and private department of the common department, will seek and accept and leave for the place in order to engaged in the management of industry, create the scene of wishing of the local economic prosperity together. So, make use of it with enterprise's branding management tactics, probe into the key element that building and local brand in urban-rural areas form, will become the modern image in urban-rural areas and important subject of the marketing tactics, subject these at the same time support as future in urban-rural areas development basis that build too.
The local makes use of the brands of enterprises are managed and management style to mould the image in urban-rural areas, as the brand norm of management tactics, via the local image and brand relation of contacting, link the small characteristic construction way of place with the large range area, to promote the industry of the whole in urban-rural areas and economic development, in the hope of extending the brand in urban-rural areas to manage. For example: Creation, holding cultural festival celebration and industry activity of local resource and incident. Regard urban-rural areas text as media that marketing travel, it is place that on sale throughout way of tactics one of. Research this with management tactics and discuss it form key element, enterprise of brand, build and construct the way of building possible development in urban-rural areas, investigate with tactics analysis in the field of the present situation in urban-rural areas that will carry on the southern areas while studying, investigate that the place is as follows:
（1）Mountain: Baihe of Tainan Hsien, Liouguei of Kaohsiung Hsien.
（2）Coastal: Anping District of Tainan, Chigu of Tainan Hsien.
（3）Ethnicity: Meinung of Kaohsiung Hsien, Maulin of Kaohsiung Hsien.
Investigate to resources of the above-mentioned areas, such respects as the for instance historical evolution, ground scene field land, humane folk custom, industry make, in order to gather together whole, sum up, analyse local industry resources. Analyse the characteristic, culture background, local marketing of different industry resources in urban- rural areas and organize the present situation of operation. Again affiliation by Porter, M. 'Diamond system' theory and SWOT analysis method, understand the environmental attitude of every above-mentioned area and industry's scale, develop the management tactics ground and drafted in the area, channel into 'local resource with develop', 'place is it plan with tactics to make a reservation' construct the surface with such brands as 'marketing is it mould with the brand to propagate', and utilize matrix of concerning to analyse relation with development in urban-rural areas discussion brand literary composition, set up 'in urban-rural areas brand model' with 'in urban-rural areas brand person who comment score form'.
Via the summing up of this research, can find 'in urban-rural areas brand model' should have brand construct surface, inside construct surface build with area development construct surface, etc. three parts after analysing, otherwise come from the common pushes of the common department（official unit) and private department (folk), the construction of the brand in urban- rural areas wishes that the scene can just be realized progressively.
'The form of commenting amount of brand in urban-rural areas' is between city and country divided into the projects, such as intension of the brand, local resource value, local brand discerning and industry development, etc. altogether, in 'the brand intension in urban-rural areas' and 'local resource value', it is mainly the place where make a self-criticism existingly the image spreads (externally, the internal), last development main shaft of place visitor behavior (consumer) studying, not lasting tactics, on sale throughout plan of etc., different from drafted planning before already, must is it revise or adopt other because of in conformity with the countermeasure to go on. So, there is its reference value to the construction respects in urban-rural areas of other areas of Taiwan in this result of study.
| Identifer | oai:union.ndltd.org:TW/093STU00619037 |
| Date | January 2005 |
| Creators | WANG, PO-HSUN, 王伯勛 |
| Contributors | Hung, MING-HONG, 洪明宏 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 279 |
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