政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/54297

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/54297

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题名:	文化園區創新、地區行銷與文化政策－三個韓國首爾文化園區的比較研究 Cultural district innovation, place marketing and cultural policy-comparative studies of three cultural districts in Seoul, Korea
作者:	朴鍾恩
贡献者:	許牧彥朴鍾恩
关键词:	文化特區地區行銷文化政策首爾地方形象 cultural distric managerial innovation place marketing cultural policy place image Seoul
日期:	2011
上传时间:	2012-10-30 10:40:38 (UTC+8)
摘要:	近年來，透過地區行銷以及文化政策的地區創新已經超越了保護主義，並且帶來了地區發展，也影響了行政特區以及地方政府。本研究主要的目的是探討什麼是影響地區行銷成功的因素？並且探討這些因素是如何被應用在文化特區？本研究透過這些成功的因素建立了一個基本的架構並且分析地區行銷策略。本論文的研究主軸主要是地區行銷的行銷創新。本研究會從學術角度開始探討文化特區並且為韓國的文化特區下一個定義，並且根據研究的主軸做修正。研究的重心主要是韓國文化特區的比較研究。根據觀察，文化特區的形成有很多的因素及策略。不同的因素與策略會形成不同文化特區獨有的特色。本研究主要的目的是探討造成這種現象的成功因素與策略。本研究關於地區行銷以及韓國文化政策的主要理論來自於創新理論、地區發展以及非營利機構。本研究使用理論建構、個案比較研究。本論文根據理論架構研究韓國文化特區的成功經驗，研究個案包括仁寺洞、大學路以及三清洞。研究時間自2011年10月到2012年六月。關鍵字：文化特區、地區行銷、文化政策、仁寺洞、大學路、三清洞、首爾、韓國、地方認同、地方形象 These days, district innovation through place marketing and cultural policy exceeds limitations stemming from the preservation of regional unique features and helps foster regional development, exerting great influence in special districts and local governments. The aim of the present study is to determine which are the most critical success factors in place marketing, and how these factors could be utilized in cultural districts. The study builds a framework and analyzes place marketing strategy from the perspective of the process and success factors. The main research focus is on marketing innovation aspects in place marketing. I will examine the academic definition of a cultural district and set a definition for Korean cultural districts, adjusting to the course and purpose of the intended study. Moreover, I have tried to comprehend the comparative research of Korean cultural districts. It was observed that there are many factors and strategies that lead the cultural district. Each guideline invents identities suited for each environment and provides help to strategies on forming cultural districts. And realistically, this study was done to know what successful factors and strategies actually lead that phenomenon. The primary theoretical background and concepts in place marketing and Korean cultural policy for this study consist of innovation theory, place development, and non-profit organizations (NGO). This study uses a theory building, comparative case research agenda with embedded, longitudinal and multiple case researches. The study applies the theoretical framework of successful cultural districts based on empirical research with the case studies of Insadong, Daehakro and Samcheongdong regions. The field research was carried out between October 2011 and June 2012. Key words: cultural district, managerial innovation, place marketing, cultural policy, Insadong, Daehakro, Samcheongdong, Seoul, Korea, place identity, place image.
參考文獻:	1. Ashworth, G. (2001). Heritage, Tourism and Cities: A Review of Where We Are. In G. Wall, Contemporary Perspectives on Tourism (pp. 143-180). Waterloo: Department of Geography, University of Waterloo. 2. Ashworth, G. J., & Tunbridge, J. E. (2000). The tourist-historic city : retrospect and prospect of managing the heritage city. Amsterdam ; New York: Pergamon . 3. Ashworth, G.J. & Voogd, H. (1994). Marketing and Place Promotion, in Gold, J.R. & Ward, S.W. (Eds). Place Promotion, the Use of Publicity and Marketing to Sell Towns and Regions, John Wiley & Sons, Chichester, pp. 39-52. 4. Ashworth, G.J. & Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector Urban Planning. Belhaven Press, London. 5. Bae, Y., & Jung, J. (2001). A Study on the process of small shop restoratio campaign at Insadong to reinforce its unique Identity. Local comunity development Institute , 37-60. 6. Choi, J., & Kim, E. (2009). Learing how to make a town from Insadong. Seoul: Read & Change. 7. Chung, Y. S. (2005). Seoul, Korea: Its Concept of Culture. International Studies of Heritage Studies , 95-111. 8. Cultural Informaiton Network of Seoul: Metropolitan Government. Retrieved July 17, 2010, from Seoul Metropolitan Government: http://www.Seoul.go.kr 9. Gren, J. (1992). Place Marketing in Europe: a manual. Institut d´Etudes Politiques, Grenoble. 10. Kearns, G. & Philo, C. (Ed.) (1993). Selling Places. The city as cultural capital, past and present. Pergamon Press Ltd, Oxford. 11. Kim, W. B., & Yoo, J. Y. (2002). A Voice for Place in Contraditions between Commerce and Culture: A Case study of Cultural Districts in Seoul. Anyang: Korea Research Institute for Humman Settlements. 12. Kotler, P. & Asplund, C. & Rein, I. & Haider, D. (1999). Marketing Places Europe. Pearson Education Ltd, London. 13. Kotler, P. (1982). Marketing for Non-profit Organisations. Prentice Hall, New Jersey 14. Kotler, P. (2003). Marketing Management. International Edition.Eleventh Edition. Pearson Education Upper Saddle River, New Jersey. 15. Kwon, Young-Sang․Um, Woon-Jin․Kim, Hye-Yeol, A Design Guidelines for `NEO-Hanok Maeul (Korean Traditional Style Village),` Journal of Architectural Institutof Korea, Vol.27, No.3, pp.39～50, 2011. 16. Lee, M.-H. (2002). The study on the Tourist`s Motives of Insa-Dong Traditional Cultural Street. 139-157. 17. Ministry of Culture, Sports, and Tourism of Republic of Korea. (1996). Retrieved July 5, 2010, from The street of cultural and art: Planning and Reality: http://www.mcst.go.kr/english/index.jsp 18. Ministry of Culture&Tourism, Strategic Study for the Sustainable development of Historic Cultural Landscape, 2005. 19. Porter, M. (1998). Clusters and the new economics of competition. Harvard Business Review , 77-90. 20. Seoul Development Institute (SDI), Preliminary Policy Guidelines for the Urban Landscape Management System of Seoul, 1993. 21. Seoul Development Institute (SDI), Proposed Master Plan for the Urban Landscape Management of Seoul, 1994. 22. Seoul Development Institute (SDI), Proposed Policies for Urban Landscape Management System of Seoul, 1997. 23. Seoul Development Institute (SDI), An interim appraisal of the Bukchon Preservation Plan, 2005. 24. Seoul Metropolitan, The Central Seoul Fundamental Planning Scheme, 2000. 25. Seoul Metropolitan, Insadong District Unit Plan, 2002. 26. Seoul Metropolitan, Insadong District Unit Plan, 2010. 27. Seoul Metropolitan, Bukchon District Unit Plan, 2010. 28. Seoul Metropolitan, Donhwamunno District Unit Plan, 2010. 29. Seoul Metropolitan, Seoul Metropolitan Historic Cultural Landscape Plan, 2010. 30. Seoul Metropolitan, Evaluation and Reestablishment of District Unit Plan System, 2010. 31. Ward, S.V. (1998). Selling Places. The Marketing and Promotion of Towns and Cities, 1850-2000. Routledge, New York.
描述:	碩士國立政治大學科技管理研究所 98359037 100
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0983590371
数据类型:	thesis
显示于类别:	[科技管理研究所] 學位論文

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