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博碩士論文 etd-0406111-020126 詳細資訊
Title page for etd-0406111-020126
論文名稱
Title
城市事件行銷的框架-以高雄市世界運動會為例
The framework of marketing city events- use World games in Kaohsuing as an example
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
142
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2010-11-01
繳交日期
Date of Submission
2011-04-06
關鍵字
Keywords
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
Politics Public Relation, Frame Alignment, Frame Theory, City Marketing, City Event Marketing, Event Marketing
統計
Statistics
本論文已被瀏覽 5843 次,被下載 4514
The thesis/dissertation has been browsed 5843 times, has been downloaded 4514 times.
中文摘要
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。
Abstract
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.
目次 Table of Contents
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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