碩士 / 世新大學 / 傳播研究所(含博士班) / 94 / Summary
Recently, Taiwan local government has infused the idea of marketing into the process of local development by way of the integration of resources that are supported by public and private sectors. Among the many vehicles of city marketing, it is used most frequently to have large public relations campaign held. In order to have a full understanding of the strategies for marketing public relations applied to the city promotin，this research studies the case of "National Anping Harbor Historic Park" Plan in Tainan city. The qualitative methods are employed in this research. Firstly, the related literature and theories are referred as the bone. Then, the results from deep interview form the flesh.
It is found that in the process of city marketing the local government may face many challenges and difficulties. Therefore, the followings should be really considered to avoid obstruction:
1. To gain the recognition of stakeholders from the bottom to up, and to look for balance between the idealistic and the realistic.
2. To be cautious about the expected target.
3. To establish relations with different stakeholders via strategies of marketing public relations.
4. To use the public power to get the tacit approval from the Concierge.
5. To win the support from the public voice and most people via the "pull" strategy in the public relations.
6. To apply the large public relations campaign to city marketing.
Constrained by lack of available resources, the questionnaire methodology is not employed in this research. For those who are interested in investigating more on this topic, the quantitative method is suggested in order to have more comprehensive inputs.
| Identifer | oai:union.ndltd.org:TW/094SHU05376005 |
| Date | January 2005 |
| Creators | Pei-hsiu Kao, 高培修 |
| Contributors | Sheryl Chen, 陳一香 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 170 |
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