| Summary: | 碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 93 === strategies of a capital city government. There are two aspects to focus on in terms of the motive﹕1) The increasing necessity of marketing as a major means to enhance the competitiveness of a global city. 2) The rising star of the future development of Taipei city, the Neihu Technology Park.
Research Objectives:
1) To establish a set of marketing structures for the Neihu Technology Park basing on the related marketing research documentation.
2) To formulate available marketing strategies for the Neihu Technology Park, combined with its SWOT analysis and Marketing 4 P’s, centering on the marketing structures and using in-depth interviews.
The research object of this thesis is the Neihu Technology Park and the research methods used are literature review and in-depth interview. The first step is based on the marketing concept to formulate a set of marketing structures that is adapted to the municipal ( Neihu Technology Park) marketing structures. In the mean time, start in-depth interviews with the representatives of merchants, city government officials, and professionals. After that, find out the strengths, weaknesses, opportunities, and threats from the SWOT analysis of Neihu Technology Park. Then combine with the application of marketing 4 P’s as a reference to form marketing strategies.
The well-known marketing concepts “4 P’s” are “Product”, “Price”, “Place”, and “Promotion”. And due to the massive uses of marketing concepts over various industries, the so-called “6 P’s”, “7 P’s”, or “8 P’s” are also heard of in the real world besides the traditional “4 P’s”. The research structure of this thesis is based on the above principles with unsuitable parts removed, and added in the SWOT analysis of strategic planning to formulate.
There are two main suggested policies in this thesis:
1) In the area of the SWOT analysis﹕
a) Establish business operation headquarters and R&D (research and development) center to utilize the cost and effect of land.
b) Strengthen the infrastructures of the Neihu Technology Park to enhance its competitiveness.
c) Promote Taipei Sung shan Airport to be a direct flight airport across Taiwan Strait to decrease transportation costs.
d) Attract investors from across the city and county to solve the problem of lack of space in Taipei city .
2) In the area of the “4 P’s”:
a) Product: Exploit the strength of the Neihu Technology Park to position marketed products.
b) People: Recruit marketing personnel with global sense and business sense.
c) Partnership: Ally with multifunctional and international marketing partners.
d) Promotion: Form marketing strategies for at home and abroad.
In conclusion, this thesis is geographically focused on the Neihu district, Taipei city and its research object is the Neihu Technology Park. Neihu Technology Park, rare in its kind now, is an up-and-coming technology park and is different from Hsinchu Technology Park and Tainan Technology Park. I have been working for the Neihu District Office for six years, seeing Neihu District prosper due to the Neihu Technology Park. Therefore, a sense of mission has been inspired in my heart to finish this research by in-depth interviews, SWOT analysis, and the marketing “4 P’s” strategically combined together, I am hoping to offer some help to the Taipei city government in the future while it launches the marketing activities of the Neihu Technology Park.
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