A study of strategic indicators for branding cities by mega-events

本研究由「以大型活動建立城市品牌」面向切入大型活動行銷與城市行銷之主題，試圖釐清「城市」本身作為行銷主體時，相關的理論觀點，並聚焦於策略端，了解城市行銷與城市品牌發展之關鍵要素以及重要的城市品牌架構，進而建立以城市品牌長期發展為主要導向之大型活動所應具備的策略性思維，且逐步構築大型活動評估指標，作為未來城市品牌導向之大型活動策略規劃與分析之參考。 文獻回顧的部分，除了城市行銷本質的探討，理解城市行銷的功能與內涵外，亦在城市行銷的「技術」面文獻中，了解當前城市行銷策略規劃與城市品牌建立之相關理論基礎，最後在既有的研究中，連結大型活動與城市行銷之間的關聯性，著眼於如何運用城市品牌的建構面向，來評估與分析大型活動之策略。其後，歸納前述文獻所提及之諸多指標與成功要素，以四個主要面向重新抽取其內容，並發展相應於大型活動之操作性定義，以便先行建立初步評估指標。最後以專家群體決策為基礎之修正式德菲法進行最終評估指標之評選，使得指標體系的建構及後續分析，能具有較高度之代表性。 透過十多位行銷、傳播、媒體領域之學術界與實務界專業人士之專家問卷調查，本研究共建構十六項以大型活動建構城市品牌之評估指標，並進一步以大型活動籌辦單位之深度訪談補充營運面與組織面之內涵，增加指標於策略性運用時，更為全面性之思考。最後闡明研究結論，回應過往城市品牌架構文獻並建議未來相關研究方向，期望對於城市品牌思考與城市品牌導向之大型活動策略規劃與分析面向有所助益。The mega event held by a specific city shouldn’t only be analyzed as another single large scale event in the city but be seen as a series of city marketing practices in the long-term city branding context. The aim of the present study focuses on the strategic vision of the mega event and builds city brand-driven indicators to create the framework for mega event marketing strategy planning and evaluation. The main theoretical background from literature reviews for this study consists of several city marketing, city branding, mega event and event marketing topics, which are not only the conceptual but technical and structural viewpoints included. Then the primary city brand-driven mega event indicators would be developed by reorganizing these past researches into four main categories: strategy, symbol, relationship, benefit and sustainability. Based on Delphi method, all primary indicators are evaluated by 16 marketing, communication, media experts and finally formed the strategic framework. Also, in this study, mega event organizer and the coordinator of marketing related department in the city government are interviewed to understand issues comprehensively from the execution and organization levels for solid strategic thinking. Finally, all 16 key indicators and the managerial implications , specific city branding frameworks from the literature reviews, and also advices for future studies are outlined and discussed in the last chapter