國立中山大學學位論文典藏.pdf

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杀茱昂湛
7 years ago
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2 SARS JeodieJames

3 (Marketing places) ( )

5 A Study on the Tourism Brand Strategy for Marketing Place - A Case Study of Pingtung County [Abstract] Marketing Places is burgeoning and has become a popular issue nowadays. Also, the trend of Tourism Marketing has caused a great mass fervor from cities to cities in Taiwan. To attract consumers and gain their loyalty, the marketing strategy adopted to promote tourism resources should be lifted to a higher level, the establishment of the brand value by taking consumers experience and emotion into serious concern and by firmly building up a dominant brand. With all of these, it will make great fame, loyalty, quality assurance and identification association comes along generally; furthermore, it will also help build up emotional relationship with consumers and create opportunities of continual consumption. The subject of this study is Pingtung County, which has changed its negative image of Gangsters Hometown into Touring County. The three purposes of this research are: to discuss the brand strategy of Marketing Places adopted by Pingtung County, to research on the image of tourism brand, and to investigate the dominant brand of the touring cities and counties. By analyzing the current marketing status, interviewing the governmental officials and studying questionnaires, I comprehend consumer cognition, analyze tourism brand content, and provide suggestions in the field of tourism city s brand management. The conclusion of this research can be stated summarily as follows: 1. Looking from the aspect of the product, landscapes, big fame, uniqueness, chief attractions, feature identification and associate foundation, marketing activities will enhance consumers visiting frequency. 2. The prospect of the county government is to educate consumers to gain cognition, to fortify brand with the design having visual, auditory, conscious impact, to have concrete diversity that can help consumers associate their city with oceanic picture that is southern tropically exotic, free, leisure, romantic and endearing. 3. Brand uniqueness: nature, countryside, friendly, but antique, old-fashioned and medieval. 4. Individuality identification is approximately over 70%, and the nature and tranquility loving is the highest. 5. The natural landscapes and friendliness provide the greatest satisfaction; however, traffic, city landscapes, and high price bring the most dissatisfaction. People who take themselves as the ocean lovers and desire to pursue tranquility are the

6 biggest number of the dissatisfaction part. 6. Leading brand of the tourism cities and counties: Hwalien County is at the first place, and Pingtung County is the fourth. Pingtung County, however, is at the first place of the third brand, the recall responses are just after Hawlien County. This result shows Pingtung County s tourism brand image is extremely powerful. According to the research result, I propose the following suggestions: 1. The most attractive natural landscape, nevertheless, have the lowest satisfaction. This shows its attractive force is fading, which should be concerned. 2. To redesign customer positioningmarket segmentation according to different touring factors, which can control the flow of tourists and protect natural landscapes from over destruction. 3. To improve the most attractive landscapes and to create tranquility will acquire incredibly effective result. 4. The creation of oceanic romance will enforce consumer value and benefit and satisfy consumers wants. 5. The convenience of marine and air-fright transportation can educate and change the tourists habit of transporting by cars, which will solve the traffic jams problem. 6. Keeping cultivating on culture and mental field of tourism industry, the traffic inconvenience will no longer be an excuse of no visiting. 7. Developing innovatively Pingtung s natural resources to form an industrial culture which can extend the strength of oceanic advantages and supply a high quality of touristic value and benefit.

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16 1Kotler, Philip 1993, Donald H. Haider and Irving Rein, Marketing Places-Attracting Investment, Industry, and Tourism to City, States, and Nations, New York: Free Press, p ,,, Vol.39, p.p.86~ /7/ , 500, 92/01/21 7 (1990/8/4) 8 92/1/

17 Kotler a leading economic activity (dominant generator of local wealth)kotler,1993 Kotler(1993) 2002 (Kotler, 2002) 1. 6

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22 Andreas Papandreou Didn t want to turn Greece intoa nation of waiters. (product life cycle) Kolter Aspen ( 6) 11

23 Larry Light, (Aaker, 1991) AMA name symbolsign design Levitt tangible product 2. basic brand form of basic brand 12

24 3. augmented brand 4. potential brand & 2-2 Levitt, T Park, Jaworski, and Maclnnis1986 brand concept image 1. functional 2. symbolic.. 13

25 3. experiential Kotler1997 Aaker / / (Aaker, 1998) Travis2000 (Travis, 2000) Mariotti(2001) 14

26 / 2-3 Aaker1998 Travis2000 (2-4) (1) 15

27 (2) Logo ( ) ( (3) (4) (5)

28 1980 Brand Equity Marketing Science Institute Keller, 1998Brand Equity Board Keller, 1998 J. Walker Smith1991 Aaker2002 Brand equity (symbol) 1. brand awareness recall (Aaker, 1998) 2. perceived quality 3. brand association 17

29 4. brand loyalty 5. Keller (1998) : 1. (brand awareness) (brand recognition) (brand recall) 2. (brand image) ( 2-5) Jan/92 INTERBRAND BusinessWeek 92 (Business Week, Aug5,2002) 18

30 2-5 (Keller Keller Aaker 1. ( ) ( ) ( 19

31 ) 2. (1) (2) (3) ( ) ( ) 7. Aaker(1996) Fournier(1998) (Brand Personality Scale; BPS) 20

32 2-1 BPS Kotler(2002) ( 2-2) BPS 2-1 BPS Fournier,

33 Kotler, 2002 ( )(Keller, 1998) Keller, 1998 Young & Rubicam Inc. BrandAsset Valuator ( 7) (differentiation) 2. (relevance) 22

34 3. (esteem) 4. (knowledge) (internalized) 1 3 Knowledge Esteem Relevance Differentiation 5P Knowledge Esteem Relevance Differentiation Knowledge Esteem Relevance Differentiation 5P 2-6 Young & Rublcam Inc. 23

35 Doyle Randall, % 10% % 5% 4. 20% Aaker Kotler2000 D Arcy Masius Benton & Bowles (DMB&B) Keller,

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37 ( 8) GDP 10.8% 2010 GDP 11.6% ( 9) 2010 ( 10) % 34%, % 1.9% ( 11) 2417 Swarbrooke

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41 AIDA Model A-Attention I-InterestD-DesireA-Action(Kotler, 1999) Keller, 1998 : Aaker 2-8 Kotler

42 6. 7.,2001 / 2-8 Kotler, 1999 ( 12) (group inclusive tour) (independent traveler) Kotler, 1999 ( 13) 1. 31

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45 Kotler(1999) Calantone Mazanec(1991) Calantone, di Benedetto & Bojanic, 1987, 1988 Chambers Chambers, Middleton

46 ( ) 2-9 Middleton(1994) Kotler input-output model 2-10 Kotler, ( ) ( ) ( ) Roper Keller

47 5. ( ) 2-10 Philip Kotler, Behavioral Models for Analyzing Buyers, Journey of Marketing, Vol.29pp , ,2001 FCB

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49 5., 2001 marketing mix 6. 38

50 / / JIM BERGSTROM, LAWRENCE YU, and EDGAR MEDWETH, Destination Maintenance: Why Sedona Needs Schnebly Hill, Cornell Hotel and Restaurant Administration Wuarterly, 35, no.4 (August 1994), p.32. 6Kotler, Philip 1999, John Bowen, and James MakensMarketing For Hospitality and TourismSecond EditionNew JerseyPrentice-Hall, p.653 7Young & Rubicam Inc. Homepage, 8 World Tourism Organization WTO WTTC

51 Source: Peter Hawes, Holistic Vacations, Hemisphere (March 1995), pp

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96 5-1 (recall) 85

97 (Kotler, 1996),1998 ( 1) recall Kotler Kotler, 1993 Fainstein1999 Global Forces, Local Strategies, and Urban Tourism ( 2) 86

98 Whereas the appeal of tourism is the opportunity to see something different, cities that are remade to attract tourists seem more and more alike % 54% 12% 66% 72% % ( 4) 87

99 Travis,

100 6. Fainstein1999 ( 6) If a locale is invested with enough historical and culture significance, tourists will bear considerable inconvenience to get there, and advertising is not even necessary. 7. dreamscape of visual consumption 7 Fainstein What these variations of the tourist city have in common is that they try to anticipate the tourist s desire for the extraordinary and the 89

101 unusual. Tourist spaces are designed to produce liminal moments that life the tourist above ordinary, everyday experience. ( ) ( ) ( Fainstein(1999) 9) Tourism is not a zero-sum game, with every city competing against every other, but rather an industry that affords a variety of niches. Tourism is not a passing fad, Tourists are everywhere, and they are here to stay. 90

102

103 David A. Aaker 2Judd, Dennis R. 1999and Susan S. Fainstein, The Tourist City, Yale University, pp The Tourist City, p.14 For, quintessentially, the tourist is a consumer away from home. 6 p.11 7 p.7 A city that tries to build an economy based on tourism must project itself as an dreamscape of visual consumption. 8 pp p

104 Peter Drucker / Philip Kotler (2003)SPSS Philip Kotler (1997) Levitt, Theodore(1983), The Marketing Imagination 93

105 2002 Aaker A. David and Erich Joachimsthaler, Branding Leadership: Building assets in information society 2000 Philip Kotler Geoffrey Randall 2002 Philip Kotler 3. Vol BusinessWeekAug5,

106 Aaker Armstrong, Gary 2000and Philip Kotler, Marketing- An Introduction, Fifth Edition, New Jersey: Prentice-Hall. Asiaweek Calantone, R.J. and Mazanec, J.A. (1991) Marketing management and tourism. Annals of Tourism Research, 18 Chambers, Richard (1995), Harsha Chacko, and Robert Lewis, Marketing leadership in Hospitality, New York: Van Nostrand Reinhold, p.199. Farquhare, Peter (1989), Management Brand Equity, Marketing Research (September 1989), pp Judd, Dennis R. and Susan S. Fainstein (1999), The Tourist City, Yale University. Keller, Kevin Lane (1998), Strategic brand management: building, measuring, and managing brand equity, New Jersey: Prentice-Hall Kotler, P. and Armstrong, G. (1994) Marketing Management: Analysis, Planning Kotler, Philip (1993), Donald H. Haider and Irving Rein, Marketing Places-Attracting Investment, Industry, and Tourism to City, States, and Nations, New York: Free Press. Kotler, Philip1999, John Bowen, and James MakensMarketing For Hospitality and TourismSecond EditionNew JerseyPrentice-Hall. Kotler, Philip 1999, Swee Hoon Ang, Siew Meng Leong and Chin Tiong Tan, Marketing Management- An Asia Perspective, Second Edition, Singapore : Prentice Hall. Kotler, Philip 2001 A Framework For Marketing ManagementNew 95

107 JerseyPrentice Hall. Kotler, Philip 2002, Michael Alan Hamlin, Irving Rein, Donald H. Haider, Marketing Asian Places- Attracting Investment, Industry, and Tourism To City, States and Nations, Singapore: John Wiley & Sons AsiaPte Ltd. Malhotra, Naresh K.1993, Marketing Research, Library of Congress Cataloging Middleton, V.T.C.(1994) Marketing for Travel and Tourism, 2 nd Butterworth-Heinemann, London. edn. Park Jaworski and Maclnnis (1986), Strategic Brand Concept- Image Management, Journal of Marketing, pp Plummer, J.T. (1984) Seaton, A.V.(1994) Tourism and the Media Smith, J. Walker (1991), Thinking About Brand Equity and the Analysis of Customer Transactions, ARF Third Advertising and Promotion WorkshopFebruary 5-6, Travis, Daryl (2000), Emotional Branding: How Successful Brands Gains the Irrational Edge Ward, Stephen V. 1998, Selling Places- The Marketing and Promotion of Towns and City , London: E & FN Spon. 96

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國立高雄大學數位論文典藏

國立高雄大學數位論文典藏國立高雄大學高階經營管理碩士在職專班碩士論文台灣農村製酒業之行銷策略 - 以金玉堂企業社為例 Marketing Strategy Analysis Using SWOT for The Country Wine Manufacturing Industry - A Case Study of Gin-Yu-Ton Company