題名:從文化、故事與權力關係探討城市行銷取向與問題—以高雄市「貨櫃藝術節」與「鋼雕藝術節」為例
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- 資料類型：
- 來源資料庫:學位論文
- 著作者：
- 創作者名稱:吳尊寧
- 主題與關鍵字：
- 主要分類:其他傳說
- 中文關鍵詞:高雄縣
- 中文關鍵詞:民間傳說
- 中文關鍵詞:文化產業
- 中文關鍵詞:藝術節
- 中文關鍵詞:城市行銷
- 中文關鍵詞:藝術行銷
- 中文關鍵詞:文化行銷
- 中文關鍵詞:利益關係人
- 中文關鍵詞:整合行銷傳播
- 外文關鍵詞:Kaohsiung County
- 外文關鍵詞:Culture Industry
- 外文關鍵詞:Arts Festival
- 外文關鍵詞:City Marketing
- 外文關鍵詞:Arts Marketing
- 外文關鍵詞:Culture Marketing
- 外文關鍵詞:Stakeholders
- 外文關鍵詞:Integrated Marketing Communication
- 描述：
- 頁碼:136
- 中文摘要:本研究從文化、故事與權力關係，探討高雄市以藝術節進行城市行銷之取向與問題。文化創意產業近年來喊得震天價響，面臨全球化、數位化的衝擊，一個地理城市在文化創意產業的發展當中究竟（應該/實際上）扮演何種角色？地區經濟當中產業結構的改變、社會中文化消費的風氣、政治力塑造的市民美學，高雄市近年來的城市風貌逐漸有所改變。但在大量公共空間開放的「硬體」建設下，城市所呈現的「軟體」文化意涵究竟為何？而其中由政府介入的操作力量所呈現出的城市文化風貌，其對於文化面與經濟面的影響程度又為何？本文以浪漫的城市文化藝術營造與藝術本質的塑造為經，以理性的公共管理機制為緯，耙梳出文化創意產業與都市文化政策之間的關係，不同的角色與權力階級賦予其什麼樣的論述？媒體如何推波助瀾？在政府與民間協力創造城市文化氛圍的過程中，民間與政府的互動關係為何？探討其中可能產生的衝突論辯與利弊得失。 本研究以近年來官方主要推動的「貨櫃藝術節」與「鋼雕藝術節」為例，其屬於以地方產業為想像、城市性格塑造為包裝之雙年展形式藝文節慶；探討其經營方式、與相關產業之構連關係，及其城市行銷之策略與權力角色關係。 研究發現：(1)都會型城市透過公權力介入，由上而下策略性的規劃以營造城市文化氛圍及扶植相關產業，面臨政策理念之正當性，與和市民之文化認同價值共識的問題；(2)運用城市意象建構的藝術節，具備創造特殊符號經濟的可能；(3)以城市行銷為導向的城市藝術節，在執行層面上，面臨不同角色職掌與政治力之角力與衝突；(4)藝術與文化產業之間的鏈結關係與價值擴張尚待加強。而本研究之結論與建議為：(1)城市行銷所牽涉的範疇十分廣大，整合行銷傳播的精神與功能之發揮在於統合各部門之意見，突顯跨界溝通之重要性；並透過(2)公私部門良好的協力關係與溝通互動傳遞一致性城市品牌形象以產生綜效; (3)發揮城市故事的核心價值，作為建立溝通共識的基礎；(4)針對不同利益關係人運用適當的媒體行銷與溝通策略，使文化藝術活動回歸藝術本質。
- 英文摘要:This research from cultural, story and the power relations, to discuss Kaohsiung City carried on the city marketing by the art festivals, the orientation and the problems it occurred. The cultural industries become very popular in recent years. Facing with the impact of globalization and digitalization, a geographic city should/ in fact act what kind of role between the developments of culture industries? Because of the change of local economy, the atmosphere of culture consumption in the society, and the political strength mold citizen esthetics, Kaohsiung city’s style gradually changed in recent years. But under the construction of the "hardware", massive public spaces opened, WHAT is the cultural "software" that the city presents? The city culture style which developed by the authority of the government, but what kind of cultural surface and economical influence it regarded? This thesis take the romantic civic culture, art and story with artistic essence molding as passes through, take the rational public management as the management mechanism. We discover the relations between the cultural industries and the urban culture policy. What kind of city culture style discourse given by different roles and authorities? How did/should the media play its role in culture and city marketing? In the cooperation process of the government and the private department which were building up civic culture atmosphere, how did the interaction between the folk and the government? We’ll discuss the conflict, argument, disadvantages and advantages. This research takes Kaohsiung International Container Arts Festival and Steel & Iron Sculpture Festival, which were driven by the government as examples. Analyze the management orientation and the construction relations between arts festivals and the correlation industries. Furthermore, we discuss the city marketing strategy and the authority role and political relations. The research shows that: (1) The urban city, when it constructs the city cultural atmosphere and propped up the related industries, the government took the strategy by involving in and taking the guiding roles. But it will face the legitimacy of the culture policy. (2) The city arts festival, which was constructd with the city image, had the possibility to create the mark of distinction economy. (3) The arts festival, which was oriented to city marketing, in practical, it faced with different role duties and conflict on the political strength. (4) Between artistic and the cultural industry, the value chain didn’t tie well and the value expands still treats strengthens. The conclusions and suggestions are: (1) The category and boundary of city marketing are extremely general. The spirit of Integrated Marketing Communication is to develop and gather the opinions of inside various departments, and outside stakeholders. (2)Good collaborative relation and communication interaction between the public and private departments transmit uniform city brand image. (3)Displays the core value of the city story, and make it the mutual recognition and the foundation of communication. (4)To different stakeholders, utilizes the suitable media marketing and the integrated communication strategy and then create the outside-in synergy. Cause the culture and art activities return to art essence.
- 出版者：
- 主要出版者:世新大學傳播管理學研究所(含碩專班)
- 出版地:臺北市
- 日期：
- 出版日期:2007
- 語言：
- 語文:中文
- 管理權：
- 典藏單位:國家圖書館
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