政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/63686

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/63686

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/63686

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:	[International MBA] Theses

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