碩士 / 開南大學 / 觀光與餐飲旅館學系 / 98 / International Exposition and Urban Marketing：A Case Study on 2010 Shang-hai Expo and Taipei International Flora Expo
Abstract
Under the trend of globalization, how cities obtain a competitive advantage and gain a foothold on the international stage have become issues of great importance in urban development. Not only has the concept of urban marketing arisen as a result, but it has also become a science of city business management. From the strategic development perspective, urban marketing approaches are quite diverse, and “international exposition” holding is one of the most important strategies in urban marketing. From the standpoint of city managers, this study aims to explore the significance of international expositions held in cities in the past to probe into the effectiveness of international expositions on city development.
To carry out this study, the case study method in the qualitative research was adopted. First, cases of cities where international expositions were held in the past were studied. Through literature review, the existing research on the effectiveness of international expositions on urban marketing were explored, particularly from the perspective of the urban marketing strategies in order to further analyze and summarize the international exposition cases. The literature analysis shows that the primary purpose of the cities’ international exposition holdings is to engage in urban marketing. The city itself is regarded as a product in which the city’s software and hardware resources are combined to create a unique city image. Through appropriate marketing approaches and re-created or strengthened urban marketing image, the city’s competitive advantage and segmentation can be enhanced, which in turn promotes the economic prosperity, urban regeneration and re-development, thereby maximizing the social and economic functions and efficiencies.
Based on this, four strategic aspects including the establishment of a city image, creation of tourism attraction, improvement of urban infrastructure, and promotion of local economic development have been included in this study. It is evident that international expositions are not only part of the most important urban marketing strategies, but also contribute to enhancement of the city marketing efficiency. More importantly, the exposition itself is the combination of all the urban marketing strategies. In regards to the 2010 Shanghai World Expo and the 2010 Taipei International Flora Expo, the former is currently being held while the latter is still undergoing preparation. Thus, this study has compiled the expo experiences of other international cities, combined with integrated analysis of the Expo 2010 Shanghai China, and the 2010/11 Taipei International Flora Exposition’s current marketing strategies and implementation status, which shall serve as a reference for assessing and learning future marketing strategic setups in Shanghai and Taipei.
| Identifer | oai:union.ndltd.org:TW/098KNU00742003 |
| Date | January 2010 |
| Creators | Cheng Ju Ting, 鄭如婷 |
| Contributors | 張亦騏 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 140 |
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