| Summary: | 碩士 === 國立臺北科技大學 === 建築與都市設計研究所 === 100 === West Kaohsiung City faces the ocean. In recent years, under the planning of Kaohsiung City Government, the vacant space around the harbor area that the citizens could not get in touch before has gradually become the back yard garden with recreation and tourism functions after the transportation function has decreased.
Therefore, the waterfront area not only becomes a part of Kaohsiung citizens’ daily life, but also becomes an attraction where the tourists must visit. Kaohsiung City finally appears the image of ocean city.
In 21 century, a city’s tourism and recreation policies can’t be performed by single attraction. In fact, it is the time of integrate area marketing. Recently, the water bank cities around the world have begun marketing planning around the whole waterfront area. The prominent effects can’t only be seen in the improvement of substance surroundings; what’s more, it can increase international popularity and promote general waterfront area development.
Especially, Kaohsiung City Government makes efforts to realize the blueprint of city-harbor integration. Kaohsiung Harbor area is close to the downtown area, so how to integrate the harbor area with surrounding city resources and create a complete waterfront recreation area with urban marketing will be the main development target in cities’ competing market.
Therefore, the research will add up the marketing channels and strategies perform by Kaohsiung City Government and other related units as the basic data of this research. Then, start classifying from the “three major strategies of urban marketing” that we sorted out from the literatures. Also, according to the results of the questionnaires of marketing effects, marketing attractions, and the satisfaction of space facilities, we learn the relation and the effects of the “brand” of “Kaohsiung Harbor” from urban marketing channels and strategies correspondence to the types, attractiveness, purposes, and waterfront area rebuilt satisfaction accepted by the “consumers.” This means using the “brand” of Kaohsiung Harbor and the actual space “products” of each pier to make a series examinations of urban marketing and waterfront rebuilt effect with marketing strategies, consumer channel, attraction, purposes, and satisfaction (the intention to re-consume).
Finally, we make a general discussion from the findings of preceding serial examinations and the interview results of the research. We propose tasks and strategies for four major themes: marketing execution, marketing strategies, waterfront area facilities, and integrate waterfront development, for authorities of Kaohsiung Harbor can have references in development goal in future marketing and actual space performance.
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