An Application Of Integrated Marketing CommunicationStrategy to Local Economic Development– A Case Study of Manjhou Township of Pingtung County

• Main Authors: YI-HSING PENG, 彭憶湘
• Other Authors: Yaw-Hwa Liou
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/20511948354411160153

碩士 === 逢甲大學 === 都市計畫所 === 97 === Globalization has unveiled the coming of a new century and contributed to a new platform that timing and speed are critical to business success. Thanks to the new information technology, we are witnessing a new economic age that emphasizes interaction, global connection and customer orientation. Place marketing or city marketing is thus becoming a key indicator in local as well as national economic development. Integrated marketing strategy is both practical as well as close to the demand of local markets. Under Integrated marketing domain, local environment and its affiliated industry form the basis of local economic development strategy. It is only through phasing and sustainability awareness that place marketing can achieve its set goal. This research is a case study how Pingtong County’s Manchiu township strives to market herself through integrated marketing strategy as a mean of local marketing means in the post CAPE 7 movie. The researcher was responsible for the planning and execution of the 2008 marketing program. Through in-depth analysis of Manchiu’s local economic condition and the effects of marketing activity, the author finds out that utilizing current events for place marketing is an effective means, which has contributed to the enhancement of local economic development. It is concluded that integrated marketing strategy is an effective tool for local economic development.