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URN etd-0907111-142614
Author Kun-Hsiung Su
Author's Email Address No Public.
Statistics This thesis had been viewed 5341 times. Download 355 times.
Department EMPP
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Cognition Strategy Study On Makung City Brand
Date of Defense 2011-07-22
Page Count 110
Keyword
  • city brand
  • Makung city
  • Delphi
  • CIS
  • Abstract After human beings entered in a later period of industrial society, the competitiveness of cities and regions was gradually affected by their own impressions. The reason was that due to the important elements, tourist, cultural industry and knowledge industry business, of city-developing at present stage, new city-demanders were more sensitive to the city’s image than space-consumers in the past. Also, after 1980, because of this kind of economical change, western developed industrial cities led the marketing principles of region and city to administration and paid much attention to the strategy of city’s image.
    Penghu Makung , a historical coast city, is the center of humanity, history, economy, politics and culture in Penghu Islands. In the future, facing with the world competitiveness between cities and the goal of sustainable development, how does Makung city to be modeled into a unique style city by conducting the strategy of developing the city brand? This research was based on two stages of Delphi Method to combine the cognition of of Makung city of industry, official and university specialists and based on CIS, Corporate Identity System, as examination construction to sketch the contours of the vision of the strategy of modeling Makung’s city brand.
    According to statistics, in the future, Makung city should be characterized by its historical and suitable living place in order to develop its brand orientation and should be shaped into a low-carbon coast traveling city and a resort center of Sea Islands which are the core of city’s development. As for its visual image, the symbol and the sign of the city should be redesign; the slogan and mascot could immediately become the marketing strategy in the future. Besides, basalts on Tongpanyu is the highest landscape brand and Mazu Temple is the most typical building. As for the brand of local activity, Qigui Ceremony which should be enhanced by branding and combing with the city is the most impressive. In sum, with the integration of history and humanity and the combination of story and landscape environmental construction, the city brand of Makung city would be developed.
    Advisory Committee
  • Da-Chi Liao - chair
  • Jia-hsi Weng - co-chair
  • Po-Wen Chen - advisor
  • Chun-Ying Huang - advisor
  • Files
  • etd-0907111-142614.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2011-09-07

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