| 摘要: | 本研究主要是以虎尾地區品牌為個案探討，分析其地區品牌建構與識別形象之定位、行銷策略及價值創新。本研究採用質化研究方式，藉由文獻分析、田野調查與深度訪談，以策略品牌、行銷5P組合和商業模式及價值主張架構分析，並加以歸納整理後，提出未來虎尾地區品牌建構之行銷策略的建議。研究結果如下：1、虎尾地區品牌貴有生活首都之稱，兼具日本時期獨特糖都文化歷史核心，作為延伸識別形象之價值，生活首都並以三大面向作為定位：（1）豐富的歷史文化、（2）舒適的生活品質、（3）賴以為生的輕工業、觀光業。2、利用特有的「糖都文化」意象做為虎尾地區品牌行銷主軸，並依其核心價值發展出附屬的藝文節慶活動、文化產業、商圈文化、歷史古建築物，以文化的傳承、宣揚及保存等活動內涵，將虎尾地區特有「糖都文化」的意象，向全國民眾行銷與推廣。3、建構虎尾地區品牌宜結合地方之人文、歷史、產業、文創、美食文化，讓特有的糖都文化能夠價值創新與延續發展，並且落實三生（生活、生計、生態）願景，實現生活首都之地區品牌定位。 依研究結果，提出相關建議：1、虎尾地區品牌識別化2、虎尾地區品牌雲端化3、虎尾地區品牌商業模式化4、虎尾地區品牌智能化5、產業、人才在地化
The study mainly utilized the regional branding of Hu Wei township as the case, analyzing the construction of regional branding, the conception of identified image, marketing strategy and value innovation. The study adopted Qualitative Research Method, utilizing Literature Review, Field Research and Depth Interview, and asserted Structured Analysis with strategic branding, marketing five P mix, business model and value Proposition. After generalizing and arranging, I offer some advices of marketing strategy for the construction of the regional branding of Hu Wei township in the future. The results of study are as followings:1. The regional branding of Hu Wei township is valuably called “life capital”, uniting unique cultural and historical core of sugar industry city during the Japanese colonial period, as the value of extending identified image. Furthermore, the three conceptions of the life capital are as followings: （1） Abundant historical culture; （2） Comfort quality of life; （3） Light industry and tourism for people’s living. 2. Utilizing the unique image of sugar industry city culture as the main marketing of the regional branding of Hu Wei township, and according to the core value, developing the accessorial art and festival activities, cultural industries, business district cultures and historical monuments. By the content of activities of delivery, propagating and preservation for culture, we can promote the unique image of sugar industry city culture of Hu Wei township and do marketing to all the people in Taiwan.3. Constructing the branding of Hu Wei township with humanity, history, industry, cultural and creative industry and cuisine culture will make the unique sugar industry city culture create value proposition and continue developing. Furthermore, realizing the vision of Life, Livelihood, and Ecology, and we will complete the conception of the regional branding of life capital. Based on these studies, relevant recommendations: 1. The regional branding of Hu Wei township should be identified.2. The regional branding of Hu Wei township should provide cloud service.3. The regional branding of Hu Wei township should be the business modelization.4.. The regional branding of Hu Wei township should be intelligentized.5. The industries and talents should localize in Hu Wei township. |
