國立中山大學學位論文典藏.pdf

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4 A Study on the Strategic Planning of Local Government for Marketing Place A Case Study of Yen-chao Hsiang Abstract Using the strategic planning of market orientation as the foundation, this study investigates how to increase local industry economic value. First, the theory of marketing place will be provided to understand the essences for marketing place. Then analyze and induct it in the primary consideration of regional construction and regional economic development. Part II integrates the idea of strategic planning and the concept of local development in order to understand the application value of the future local development; in addition, the strategic planning of market orientation is mainly adopted in strategic planning to investigate the relations of overall development of local resources. Finally, the general situation and the development term analysis of Yen-chao Hsiang, Kaohsiung Hsien was illustrated to explore the drawing up of developing objective and marketing place strategies of Yen-chao Hsiang and control and evaluate the operation of the whole strategy. The main contents consist of the making of developing objective of Yen-chao Hsiang, regional marketing strategies and planning of Yen-chao Hsiang, and drawing up and control and evaluation of executing design. In order to define the developing function, the subsequent objective, 3

Then analyze and induct it in the primary consideration of regional construction and regional economic development.

5 subject, strategies, and idea, this study analyzes the interior and exterior environment of Yen-chao Hsiang through SWOT analysis. SWOT analysis is performed to explore strengths and weaknesses of the interior environment and opportunities and threats of the exterior environment of Yen-chao Hsiang, and to propose the objective, subject, strategy and idea to conform to the given strengths and opportunities and avoid weaknesses and possible threats of Yen-chao Hsiang for getting the most suitable developing direction and conceptual framework. In general, the purpose of this study intends to take the development of an area, especially to those areas (districts) which take industries, tourism development as their principal construction, as a merchandise, with the theory and concept of a merchandise or industry promotion and with the consideration of market competition and orientation, we can investigate and map out the subject and strategy of its development. In Yen-chao Hsien, it is proved that a part of them are focused on three main objects as college teachers and students, new residents and citizens to be, in drawing up a contribution selling plan (4P). The study showed that to take the promotion of a city or district as an enterprise in the future and to consider its management and operation, actively to promote the strategy of marketing, will be an important point of consideration and style for the development of many places in Taiwan. Therefore, we suggest the future researchers to analyze and study the concept and theory of enterprise operation and management as well as market operation and competition deeply and firmly, and to combine them closely with local administrative managements, future industry development in every effort and to make discussions. Key words: marketing place, SWOT, sustainable development 4

subject, strategy and idea to conform to the given strengths and opportunities and avoid weaknesses and possible threats of Yen-chao Hsiang for getting the most suitable developing direction and

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15 1999 Marketing Kolter 1980 Marketing mission situation analysis

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18 (1995) 'do the thing right''do the right thing' 10

19 SWOT (SWOT ) SWOT 11

21 (product)(price)(place) (promotion) Sullivan,Kllen (1991)4p p Poole1986National Council for Urban Economic Development 13

22 ( ) ( ) ( ) Kotler(1993) (advertising) (direct marketing) (sale promotion) (public relation) (personnel selling) (1996) 14

23 Kotler(1993) Kotler(1993)Marketing Places,p34 15

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27 2000 (1998) (1998) 19

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29 SWOT 2-2 SWOT

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38 計畫名稱 1. 發展為港埠都會及南向基地 2. 發展成海運轉運中心 3. 國際國內運輸與通訊功能 4. 發展科學園區 5. 發展第二國際機場 30

39 國土綜合開發計畫南部都會帶之發展重點為 * 發展為港埠都會及南向基地 * 發展科學園區 * 發展第二國際機場高雄新市鎮特定區計畫高雄縣綜合發展計畫 * 燕巢國小遷校計畫 * 設置科技產業研發機構 * 燕巢大學城開發 * 大遼溝排水整治燕巢大學城特定區計畫 * 高雄師範大學 * 高雄第一科技大學 * 義守醫學院 * 樹德科技大學 * 高雄應用科技大學南部區域計畫 ( 第一次通盤檢討 ) 1. 以海運中心運輸倉儲科技為發展方向 2. 燕巢鄉地處的高雄次生活圈, 大專院校的設置可加強未來專業技能的教育功能第二高速公燕巢鄉都市細部綜合發展計畫書 * 加強燕巢鄉之行政功能 * 加強燕巢鄉交通路網便捷功能 * 塑造與當地社區互動之大學城 * 建立以自然生態特殊地景結合之觀光休閒產業 * 塑造低密度高品質生活環境 * 設置環路高速公路岡山高雄都會區實質發展計畫交流道附近特定區計畫燕巢鄉位於此區可紓解台南高雄都會人口過度集中壓力 31

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47 SWOT SWOT A. B C. D. 39

48 E. A B C A. A B B. C. A B D. A B A. B. A B C C. A 40

49 B C D D. A B A. B. SWOT 41

50 劣勢外部環境機會威脅 4-1 SWOT 42

52 WTO 44

53 4-3 45

54 4p 塑造低密度高品質之生活居住環境

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61 (1) (2) (3) 53

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65 於執行時應隨時注意內部與外部環境的變動, 及評估環境變動對原執行計畫之影響, 經常審視修正因此在基於行銷地方永續發展, 建議成立推動委員會負責推動事宜 ( 詳圖 4-4), 由鄉公所地方熱心人士社會團體等組織委員會, 上受鄉公所指導, 並邀請專家學者成立諮詢顧問群管控督導執行進度與回饋, 並協調民間參與開發推動相關事宜燕巢鄉公所管理委員會諮詢顧問群主委副主委總幹事行銷管理組研究發展組人事行政組財務管理組

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73 pp Swarbrooke,John (2000), The Development and Management of Visitor Attractions, The Both Press. 2.Kotler, Philip and Donald,Haider and Irving, Rein (1993), Marketing Places:Attracting Investment, Industry, and Tourism to Cities, States, and Nation, The Free, A Division of Macmillan, Inc.p34. 3 Sullivan, Kllen (1991) Marketing for Parks Recreation & Leisure p57. 4.Poole, Kenneth E.(1986) Marketing Strategies for Local Economic Development From Design to Implement, National Council for Urban Economic Development. 65

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廿一世紀集居環境規劃與建築型態塑造之研究

廿一世紀集居環境規劃與建築型態塑造之研究第一章緒論第一節研究動機與目的 1 第二節研究內容與方法 2 3 4 5 第二章回顧與前瞻第一節文獻回顧一集居環境規劃 5 6 7 8 9 10 11 12 13 14 15 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 5. 6. 7. 8. 1. 2. 3. 4. 5. 6. 7. 8. 9.