碩士 / 淡江大學 / 法國語文學系碩士班 / 102 / In the 21st century, globalization increases the competitions among cities. The urban development also becomes an important symbol of a country’s power. Many cities are active to seek and develop the potential local resources. In addition, they shape the city’s images to build infrastructure and improve the living functions. Also, they adopt “marketing” to get better reputation and more popularity that make the city to win some focus and attract foreign investments from worldwide.
“City marketing” is a comprehensive framework, which needs to be a subject by integrating all aspects, for instance, political, economic, and cultural... etc. Nowadays, city marketing usually uses “event” (also known as “activity”) to be a marketing method, such as organizing or participating in events, exhibitions, and activities... etc., which may help a city get more focus.
In this thesis, the French pavilion in 2010 Shanhai World Expo is the main case. By investigating and analyzing the performance of Paris in the pavilion by the theory of Kotler’s “city marketing”, we discovered the effects on city marketing from this case. As a key of an effective event, we could know how the French pavilion sells Paris’ characteristics.
| Identifer | oai:union.ndltd.org:TW/102TKU05196005 |
| Date | January 2014 |
| Creators | I-Chen Ho, 何宜臻 |
| Contributors | Yi-Mond, Yuan, 苑倚曼 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 130 |
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