A Study on Innovation Marketing Strategy for Re-building Brand Image of Business District in Taipei City: Huayin Street as an Example

• Main Authors: HUANG,CHENG-WEI, 黃政維
• Other Authors: Kai Chieh Hu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/8523ed

碩士 === 東吳大學 === 企業管理學系 === 104 === Business district is a symbol of a regional economy and culture. There are hundreds of business districts in Taiwan. Although the companies and the government are setting a goal with shaping unique and economical business districts, and they had produced many well-known shopping districts from the past to now. But the real is, there are many business districts are facing declined or disappeared fates. This study is an Qualitative Research. Using Huayin Street as an example, our study want to probe the innovation marketing strategy for re-building brand image of business district. The study used case analysis and intensive interviews to understand the process for re-building brand image of business district, and the innovation marketing strategy. The study found that when business district plan to re-build the brand image, they have to consider the continuity, development, and the implementation. In addition, business district should use the Innovation Marketing Strategy to attract consumers, so that consumers have a positive perception and memories. In this study, we refer to Innovation Diffusion Theory and Flower of services, to understand the process of remodeling district brand through. Besides, according to district characteristics, we adjust the architecture of Flower of services. We hope to be a standard on the rebranding of the business district. Keywords: Business District, Brand Image, Re-building Brand Image, Innovation Marketing Strategy, Huayin Street