碩士 / 國立臺北大學 / 公共行政暨政策學系 / 102 / With the time and context changes, the concept of governance prevalent worldwide, gradually moving the concept from a single government operation to the multiple actors in collaboration .The case analysis on the oceanic culture tourism in Keelung city, the purpose of the research is to change the marketing concept form government-oriented to society-oriented, and explore the obstacle that government-oriented marketing concept is facing nowadays. Furthermore, the partnership marketing strategy framework at the core of partnership from the viewpoint of local governance. The final aim of the research that hope to create a breakthrough for the place marketing in Keelung city.
In research methods, this research is qualitative research, through methods literature analysis and in-depth interview, and assist with field observation. About place marketing theory and literature, it's analyzed with local government and local governance, the core concept of this study is local governance oriented marketing partnership, the interviewees could be divided into official units and non-official units on research , and field observations focus on the current situation the development of tourism in Keelung city. Moreover, based on partnership marketing strategy framework in research, which develop the product strategy, partnership participant strategy, partnership place strategy, partnership promote strategy and partnership policy strategy of the oceanic culture tourism in Keelung city. The last, the research provides several suggestions for the current potential problems and the specific recommendations of Keelung oceanic culture tourism partnership marketing, and also regarded as the reference to the Administration.
| Identifer | oai:union.ndltd.org:TW/102NTPU0610021 |
| Date | January 2014 |
| Creators | JHOU, SIH-TING, 周思廷 |
| Contributors | CHIOU, CHANG-TAY, 丘昌泰 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 340 |
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