A case study of Seoul-The feasibility analysis of applying the sharing economy to achieve city marketing

• Main Authors: Chia-Ling Wu, 吳佳凌
• Other Authors: 林炯垚
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/uz2b6f

碩士 === 淡江大學 === 國際行銷碩士在職專班 === 104 === The rise of the so called “sharing-economy” that changed people’s life style has follow with the advance of science and technology. In the common logic of the sharing economy is its value proposition of economic gain. In contrast, differences lie in the distinct designs of the key process according to various levels of immediateness in the services. Therefore, the resources restructuring and sharing via internet platform and develop different economy efficiency. The city marketing focus on strategies will realized city marketing and branding are the key elements of city development. Reallocation of city resources and integration made city restructure. Develop of sharing economy can simultaneously create economic and social value, and has the characteristics of low threshold and high innovation, but also help create new business and the development of SMEs. This dissertation, as the case study, aims at “Sharing City” in Seoul. Analysis their strategies and models and founded that the government assistance through new and creative industries to develop their platform to promote the sharing of economic development, in addition, the Seoul government provided idle resources development as a model, in order to promote its policies. It’s for other cities as a reference model to development. Seoul government assisted to promote sharing economy to develop sharing city through many policies. Reprogram weakness of city and give new life. Government use regulation to regulate risks of shared economy; so that people can feel at ease using the shared economic benefits and convenience. Create new shared life experience, and improve the quality of life in cities, improve the social problems, the people and cities receive the maximum economic benefits. This study suggests that our government should face sharing economy has become the trend of economic development and its economic benefits. We should step forward develop factors of sharing economy, especially regulations, limits and conflicts should legislative norms. Assist creative industries to develop its platform, combined with government resources together for a sharing city in Taiwan.