A Place Marketing Study in Districtwide Strategic Planning-DongHwa University District Case Study

• Main Authors: Li-Yuan Cheng, 鄭力元
• Other Authors: Kuang-Hui Peng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/32pb46

碩士 === 國立臺北科技大學 === 建築與都市設計研究所 === 97 === Place marketing is the best way to build up local characteristics and to promote local development in facing the challenge of globalization. Due to government financial insufficient, local industry characterless, and lacks of competitiveness, DongHwa University District, suffering from developing stagnant, is unable to attract investors as well as population to enter and garrison, causing problems like policy procrastination, immigration, aging population and recession. Giving priority to place marketing is the best solution to local development predicament and technique to seeking future advance. The research in the viewpoints of strategic planning, place marketing, both domestic and overseas relating case studies integrated, directs to the application value of future local development for further understanding and discussion. Analysis the condition and environmental issues; And analysis with the quality of local unit''s interview that cooperates with the questionnaire investigation quantization of the landlord and resident to count; Carry on specific district inside and outside environmental analysis with S.W.O.T analysis , in order to understand the development potentiality in the district. The research results department regards the DongHwa University District as the concept of marketing '' the goods '', consider market competition , propose marketing subject, goal and strategic, this research orientates this district as '' the ecology, travel, rest and study district, do it for the developing direction of promoting the competitiveness of this place, carry out the tactics according to residents, visitor, investor and school teachers and students, four goal markets, targets plan to have marketing plan (Product, Price, Place, Promotion) . Districtwide in order to plan good Place marketing and strategic planning idea incorporate the decision of carrying out, can drive place industry''s economic development, and gain the advantage among the urban and rural areas, then grow up continuously.