City Marketing Model Innovation: A Case Study of Nantou City

• Main Authors: Hong-Da,Yu, 游宏達
• Other Authors: CHI,HUI-RU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/mbma9g

碩士 === 亞洲大學 === 經營管理學系 === 105 === “Marketing Places” is burgeoning and has become a popular issue, significantly improved relative to local autonomy. In order to create new venture opportunities which based on residents wisdom, knowledge and culture, the competition between cities take the place of balance among countries. Therefore, the manager of worldwide city started to launch city marketing strategy to create local employment opportunities and economic benefits. Otherwise, the city marketing developing into a local competitive trend. This study aims to explore city marketing model innovation. Anholt (2006) proposed a method to measure City Brand with City Brand Index (CBI) which is composed of six factors, the Presence, the Place, the Pre-requisites, the People, the Pulse, and the Potential of city. By utilizing this concept, this research equipped with hypothesis and theoretical model on Structural Equation Models is conducted to main activities of Nantou city mostly thru the secondary data and in-depth interviews. The results of this study were as follows:1. In conditions of the Place, beautiful scenery of Nantou city attracted numerous tourists. However, Nantou County Government didn’t pay lots of attention to the high economic value of crop cultivation. 2. In conditions of the Prerequisites, there are traffic congestion problems and manufacturers of regional food weren’t gathered in same place. The findings of this research suggest that Nantou County Government needs to enhance the conditions of the Place , the Prerequisites and the Potential. Otherwise, the government should build tourism farm in order to develop quality agriculture, construct food square, Nantou MRT and pavilion.