| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 98 === In the globalization trend of thought, traffic and information becomes more convenient and prospering. Global market becomes a unitary economy market environment. Under this impact, the competition of cities becomes more violent and the choice of consumer also becomes more various. Therefore, the city has to fact other cities’ threat. They needs to get the attention and the favor from the consumers of the city. However, general researches on city marketing, we found in Taiwan, most works on the festivals and marketing events. Without differentiation, the competition of city marketing will become more violent and incandescent. Tradition marketing tools have to face the challenge and the threat.
The city as the product, also needs to promote their product or service to the target market, but the composement of the city is more complex and various than the commercial product. Therefore, the city personality becomes the critical element which makes the city unque and discrepancy. The cities just like human beings, also have the personality traits. The spirit of the city could satisfies consumers’ basic and emotional needs.
In this study, basic on a view point of city brand, reviews the literature to understand the importance of city brand and city brand personality in city marketing. Data of the city brand personality was collected by on-line questionnaire and used ANOVA and MANOVA to analysis data to construct a city brand personality scale, including : Sincerity、Excitement and Elegant. As the result, Taipei、Taichung and Kaohsiung belongs to the Excitement brand personality, Tainan belongs to the Sincerity brand personality.
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