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| Title: | 在城市行銷中與各關係人之溝通策略：以企業行銷為基礎
Stakeholder Communication Strategies in City Branding: A Development from Corporate Branding |
| Authors: | 周尹婷
Chow, Tiffany Yin-Ting |
| Contributors: | 吳文傑
Wu, Jack
周尹婷
Chow, Tiffany Yin-Ting |
| Keywords: | 企業行銷
城市行銷
旅遊
關係人溝通策略
corporate branding
city branding
tourism
stakeholder communication strategies |
| Date: | 2013 |
| Issue Date: | 2014-02-10 14:52:22 (UTC+8) |
| Abstract: | The concept of branding has been developed mainly in the perspectives of product and corporate. Nowadays, there is an emerging trend and attention to be made on the concept of branding cites. As thought from the perspective of product, the promotion of city has been considered mainly from tourism point of view. Nevertheless, there is increasing number of researchers have started to consider the city branding more broadly and from the perspective of corporate branding. Furthermore, since the importance of communication, especially among different stakeholders, has been emphasized in corporate branding literatures, few literatures in city branding have started to mention the linkage between corporate branding and city branding in this aspect. This paper is then focused on the stakeholder communication strategies in both corporate and city branding, with the identification of major stakeholder in city branding: the local residents/service providers. Then potential stakeholder communication strategies for city branding are developed from the corporate branding literatures and discussed with primary research results from the Design District Helsinki project. In addition, possible application to Taipei City is also discussed.
1. Introduction 1
2. Research Method 3
3. Literature Review 5
3.1. Branding City as Product 6
3.1.1. Tourist = Consumer 6
3.1.2. Slogan and Symbol 7
3.1.3. Once of a Life Time Experience: Major Events and Culture Experience 9
3.2. Branding City as Corporation 10
3.2.1. Stakeholder Communication Strategy in City Branding 13
3.3. Stakeholder Communication Issues and Barriers in Corporate Branding 17
3.3.1. Unclear Brand Vision/Identity/Message 18
3.3.2. No Strategic Alignment in Stakeholder Communications 19
3.3.3. Unable to Fulfill Expectations 20
3.4. Stakeholder Communication Strategies in Corporate Branding 22
3.4.1. Internal Marketing, Branding, and Communication 22
3.4.2. Symbolism 24
3.4.3. Consistent Brand Image and Identity Message 25
3.4.4. Two-way Communication: Feedback, Dialogue, and Social Media Platform 26
3.4.5. Living the Brand 28
4. Discussion 30
4.1. From Single Stakeholder Oriented Strategies to All Stakeholder Oriented Strategies 30
4.2. Common Stakeholder Communication Issues in Corporate Branding and City Branding 33
4.3. Possible Stakeholder Communication Strategies in City Branding for Local Residents/Service Providers from Corporate Branding 36
4.3.1. Construct Interactive Communication Platform 37
4.3.2. Develop Integrated Multi-dimensional Communication Channels 40
4.3.3. Living the City as Living the Brand 44
4.3.4. Possible Application to Taipei City 47
5. Conclusion 49
Reference 51
Appendix 1 57
Appendix 2 60 |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
99933022
102 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099933022 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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