Cultural and Creative Industrial District as City Marketing Strategy-A Study of Pier-2 in Kaohsiung

• Main Authors: Hao Chu, 游皓筑
• Other Authors: Ping-Yi Chao
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/yajp9b

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === In 2012, the number of tourists in Kaohsiung has increased rapidly. Now, Kaohsiung has become a hot spot for young people’ traveling choice and also the most aggressive city trying to market itself in Taiwan. In the past years, Kaohsiung has been known as an industrial city, but now seeking a chance to transform the industry. With the similar background, Manchester @UK has been known as their creative spatial revolution, turning wasteland into creative cultural space. The Kaohsiung City Government tried to follow this pattern and visited Manchester at 2006. The government took over the Pier-2 Art Center after the visit, which is a cultural space located at the wreckage of old factories near the harbor. Kaohsiung City Government tried to focus on the city marketing and turned the old impression of industrial city into a new image of culture creation and tourism, which they believed can bring in money and population. So far, not only by movie shooting but great international exhibition, Kaohsiung has done a good job. After the fad of visibility and economic effects, what keep the attention from foreign countries are the culture and the attractiveness of the city and the stable growing of the economy. This research views culture creation as a city’s resource and tries to focus on the related strategy planning and the results from 2006. According to the deeply research on how the strategy works for Kaohsiung City, hopefully to get a positive connection between the development of culture center and the marketing of the city. Finally, the research can be a reference to other cities which also want to market themselves. The conclusion is as following: 1.The Pier-2 Art Center is highly recommended by tourists, residents and investors and is helpful for the positive image of the city, but there’s still way for progress. 2.The culture center is a incubation platform and it’s experiential. The government should support and give more resources to enhance more industrial gathering effects. 3.When the city publicizes itself by culture creativeness industry, there’s not only a industrial gathering but having spillover effects, which the openness of the space makes the great public benefits to the tourists and residents. It turns out the positive image can improve the attractiveness and the competitiveness of the city. 4.This research develops a formula which is useful for a city concentrating on cultural industry. { Invest X Industrial Cluster X [ Creative Center + Strategyof cityMarketing ] X Residents+Tourists } X Policy = City Marketing