| Summary: | 碩士 === 文藻外語學院 === 創意藝術產業研究所 === 99 === From 90’s, IMC has developed many different definitions and forms in different areas worldwide. The discussion and application are well practiced among Business owners, the Academics, and Practical Marketing Communications industry. IMC is not independent, but is joint with all the relevant business organizations, human resources and functionalities as a "United" and "Up to the Time” combination.
After 6 years great effort preparation, Kaohsiung City Government has held the World Games 2009 triumphantly. The reason why I choose The World Games 2009 for the case study is because The Chair Man of the IWGA, Ron Froehlich, said in the Closing Ceremony that “Kaohsiung World Games 2009 is the most successful World Games“. Given a high recognition to the Kaohsiung City Government, total 5,983 people join from 103 countries, which also break the record from 1989 World Games in terms of athletes and participant countries. The World Games 2009 also brings about 20 billion tourism benefits to promote the Kaohsiung City economic.
The study is built up from IMC’s strategic application in The World Games 2009 (1/7/2009 ~ 31/7/2009). Reference information includes applicable literature discussions, the World Games 2009 Closing Report, and the Academic Research Reports from the National Sun Yat-Sen University and the Chang Jung Christian University. By deeply understanding the practice of the World Games Kaohsiung, I explore how effective marketing strategies integration can bring benefits to promote city tourism. Through this case study, I hope can establish a reference model for the government future city development plan when having other chances to integrate marketing campaigns and events.
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