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| Title: | 地方風格品牌價值創造之探討
Value Creation of Local-style Brands |
| Authors: | 馬煒甯 |
| Contributors: | 李仁芳
馬煒甯 |
| Keywords: | 風格城市
地方
地方風格品牌
價值創造
Stylish city
Place
Local-style brand
Value creation |
| Date: | 2016 |
| Issue Date: | 2016-09-02 01:28:40 (UTC+8) |
| Abstract: | 在觀光旅遊業前景看好的背景之下，各個城市及城市中的品牌要如何在全球化、均質化的洪流之中，打造自身的獨特性、產生更多價值、爭取更多消費者，是非常實際且值得重視的議題。
過去的研究不乏探討城市規劃或是品牌價值創造的主題，卻鮮少將地方與品牌同時進行討論，然而，地方和品牌之間的關係應是密不可分且互相牽連的。所以，本研究欲討論在今時今日成功創造高附加價值的「風格城市」及「地方風格品牌」，各是如何建構而成?又兩者的依存關係為何?
本研究最終結論得知，風格城市透過「傳統」及「創新」兩大類別下的共七大構面，長期交互作用及積累而成，而風格城市選擇合適的主題構面當作城市發展核心，城市規劃皆以此主題構面去發想，所以能保持風格城市一致且獨特的風格。地方風格品牌則透過鑲嵌於風格城市之中、擷取風格城市的原真性基因，讓風格城市帶給遊客的體驗價值也加值在品牌價值之上，同時又能提升品牌故事的真實性及獨特性，因此能創造極高的附加價值；又地方風格品牌提供給消費者的價值，也會透過不同形式回饋到風格城市之上。風格城市及地方風格品牌對彼此而言，是共依、共存、共創價值的角色。
In the growth prospection of tourism industry, cities and brands within them have encounter new object. How do cities and brands build uniqueness, create more values, and increase customers in trend of globalization and homogenization becomes an extremely practical and worth discussing issue.
Numerous studies focused on Urban planning or Value creating, but barely discussed the place and the brand at the same time. However, the connection between place and brand is strong and inseparable. Therefore, this research aimed at stylish city and local-style brands which successfully create high additional value in nowadays. How did they build, and what was the dependencies between them?
The results of this study show that stylish city was built by long-term accumulation and interaction of 7 facets, which belonged to 2 categories, “Traditional” and “Creative”. Stylish cities choose suitable facet as core of city development and design city planning with chosen facet, in order to remain the consistency and uniqueness of stylish cities. Besides, local-style brands create high additional value through inlaying themselves on stylish city for capturing authenticity and adding tourist’s experiential value to its brand value, in consideration of brought out the realness and distinctness of the brand story. Nevertheless, the values that local-style brands offer to customers return to the stylish city through different ways as feedbacks. Therefore, stylish city and local-style brands are codependent, coexist, and value co-creation role to each other. |
| Reference: | 一、中文
(一)書籍
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
102364132 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102364132 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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