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研究生:王立君
研究生(外文):Li-chun Wang
論文名稱:城市事件行銷的框架-以高雄市世界運動會為例
論文名稱(外文):The framework of marketing city events- use World games in Kaohsuing as an example
指導教授:柯志昌柯志昌引用關係吳濟華吳濟華引用關係
指導教授(外文):Chih-Chang KWu, Jih-hwa
學位類別:碩士
校院名稱:國立中山大學
系所名稱:傳播管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:142
中文關鍵詞:城市行銷城市事件行銷事件行銷政治公關框架聯盟框架理論
外文關鍵詞:Politics Public RelationFrame AlignmentFrame TheoryCity MarketingCity Event MarketingEvent Marketing
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城市行銷在城市治理中角色越來越吃重,現代城市無不希望藉由每一次的事件行銷來滿足城市居民,以提高城市居民的滿意度或對外行銷城市,營造城市意像以利觀光或招商。而城市行銷更關係到自我認同及獨特性,行銷的框架便直接影響到城市內部及外部對城市的認同與觀感。
本研究藉由回溯陳菊市長上任後所進行的高雄世運事件行銷,探討其行銷所採取的框架及其框架設定的理由,讓日後城市經理者做為參考。
研究問題有1、高雄世運事件行銷所呈現的框架為何?2、是否有運用框架聯盟?
本研究以框架理論(Frame Theory)為研究核心架構,藉由新聞報導資料分析歸納高雄市世界運動會所採取的框架並輔以深度訪談,訪談負責世運行銷之官員了解主辦單位對行銷世運之框架與規劃來對本議題進行研究。
研究結果顯示,本次高雄世界運動會有世運會及民選首長政治需求兩個主框架存在各框架底下還有數個子框架,並有多元包容價值及人民共同的事務兩個共同的框架,各框架間有聯盟狀態存在,藉由框架聯盟擴大了共識動員的基礎。
在主辦單位的操作下世運會的城市事件行銷不僅是個成功的城市行銷,建構了城市居民的認同感與城市的獨特性,她更是一場成功的政治公關操作,將陳菊市長推向政治高峰,並在2010市長選舉以過半數選票(52.8%)贏得壓倒性勝利。
For managing a city, the role of city marketing becomes more and more important. Modern cities are all hoping through every event to satisfy city residents or marketing the city externally. Therefore increase the approval rating of residents or create the image to boost the tourism or attract investors.
City marketing also involved self-identification and uniqueness. Therefore, marketing framework directly impact the identification and perspectives both internally and externally.
This research tracked marketing tactics of The World Games in Kaohsiung after the Mayor Chen Chu was elected. This paper also discussed the marketing framework and the reasons behind that, so the future city managers can use it as reference.
The research questions as follows: 1. What framework was used in marketing the World Games in Kaohsiung? 2. Is frame alignment used?
This research is based on Frame Theory as the core research structure, through newspaper reports analysis data, and concludes the framework that was used by The World Games in Kaohsiung. Also combined the in-depth interviews with the officials who are responsible for marketing The World Games. Understanding the framework and the planning that was used by the organizer to market the World Games, in order to conduct the research of this topic.
The result show, the World Games in Kaohsiung existed two main frameworks including the World Games and the elected official politics needs . Under these two main frameworks also have several sub-frameworks, along with diversity tolerance values and people’s affairs, which are two mixed frameworks. Between each framework have certain degree of coalition. The base of mobilization therefore extended through the framework coalition.
The organizer successfully marketing the city through the World Games, also help the residents identified themselves with the city and presents the uniqueness of the city. It is also a successful politics public relations and push Mayor Chen Chun to another high point to her career. She later won the 2010 mayor election by a landslide victory, taking over 50% (52.8%) of the votes.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 2
第三節 研究限制 2
第二章 文獻探討 3
第一節 事件行銷 3
第二節 框架理論 7
第三章 研究方法 19
第一節 研究架構 21
第二節 研究工具 22
第三節 研究方法 24
第四章 資料分析 31
第一節 世運框架整理 31
第二節 深度訪談分析 41
第三節 新聞及廣告CF、陳菊市長開閉幕致詞各個框架的呈現整理 43
第四節 框架聯盟之運用 59
第五章 結論 60

參考文獻 63
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