| 摘要: | 全球化帶來不同面貌的城市發展，城市成為市場競爭的主體，每個城市已經在規模大小決定其都是層級性，形成強者越強、弱者越弱。近年來，由於國內外日益增加城市行銷的成功案例，已有效城市的競爭力，帶動出一個城市行銷的風潮。
澳門是一個十分特殊的經濟體，從表現競爭力的規模、質量、效益、速度、水準的總體指標看，其當前的國際競爭力在包括所有200多個國家、相對獨立地區的經濟體中處在較高的行列，在國際競爭力的構成方面，澳門有其突出的優勢，但也有其致命軟肋，自然資源結構單一，加上外向型的主導產業意味著澳門必須面對世界市場的競爭。隨著近年來博彩業地位的不斷下降，近年來對澳門發展前景感到擔憂的聲音也越來越多，在內外環境變化的壓力下，如何塑造澳門的目的地形象，在進行城市行銷具有重要的實踐意義。
澳門長期以來給外界呈現一副「賭城」的形象，在一定程度上削弱和阻礙了澳門文化景觀的清晰度及其發展，模糊和限制了澳門盛名的歷史文化遺產的印象及其生存空間；文化遺產作為澳門獨有的旅遊產品，在扭轉澳門形象、推動文化旅遊、促進產業多元發展有著不可多得角色。因此本研究針對澳門文化遺產進行營造城市品牌、推行文化旅遊的分析與可行性研究。研究目的如下：1. 探討澳門特色資源，用以營造城市品牌印象；2. 探討文化遺產在澳門之保存與活化現況及對澳門進行城市行銷的影響；3. 提供有效的城市行銷建議，以提升澳門城市形象之參考。本論文之研究以文獻分析法與深度訪談法兩種方法進行，先以文獻分析法分析城市行銷與文化遺產的保存與活化之間是否互相支援，進一步評估活化文化遺產對澳門城市行銷的效益與潛力；其次以半結構訪談法了解受訪者的主觀經驗及他們對此議題的看法。由於本研究在文獻分析時發現有關研究澳門城市行銷的專書及學術相對較少，因此只能從澳門城市規劃、城市定位及城市品牌形象等方面間接分析澳門現行的城市行銷方式；此外文化遺產的保存與活化手段極多，本論文無法逐一了解並作比較，加上作者在大學時期所學的專業與本研究主題中的城市行銷及文化遺產沒有很多關聯，以致相關方面的專業知識不夠全面及熟悉，此乃本研究的限制。
最後，對於澳門城市行銷有以下建議：1. 透過產業發展打造澳門個性；2. 澳門文化遺產之再利用與文創產業結合；3. 改善基礎建設及人員行銷、建立恆常化宣傳工作。
Globalization has brought a different prospect to Urban development, cities become the main field for marketing competition, and the economical scale of each Urban determines its ranking. Thus, the strong is getting stronger, and the weak is getting weaker. In recent years, with the growing number of successful domestic and international urban marketing cases, successfully urban marketing has been effectively enhance the competitiveness of the cases, and leads a urban marketing trend globally.
From the overall indicators of the scale, quality, efficiency, speed and level of competitiveness, the current international competitiveness of Macau is higher the among the economies of more than 200 countries and relatively independent regions.In terms of international competitiveness, Macau has its outstanding advantages, but it also has its fatal weakness, with a single structure of natural resources. While the declining status of the gambling industry in recent years, more and more people are worried about the development prospect of Macau. Under the pressure of changing internal and external environment, how to shape the image of Macau and carry out urban marketing a great significance.
Macau has long presented an image of "gambling city" to the outside world, which to some extent weakens and hinders the clarity and development of Macau's cultural landscape, blurs and limits the impression of Macau's famous historical and cultural heritage and its living space. As a unique tourism product of Macau, cultural heritage plays an important role in reversing the image of Macau, promoting cultural tourism and promoting the diversified development of the industry. Therefore, this study is aimed at the Macau cultural heritage to build a city brand, the implementation of cultural tourism analysis and feasibility study.
The research objectives are as follows: 1. Explore the characteristic resources of Macau to create the impression of city brand; 2. Explore the current status of preservation and activation of cultural heritage in Macau and the impact of urban marketing in Macau; 3. Provide effective urban marketing strategies to enhance the urban image of Macau.
There are the following suggestions for urban marketing in Macau:
1. Create Macau's personality through industrial development;
2. Combine the reuse of Macau cultural heritage with cultural and creative industry;
3. Improve infrastructure and personnel marketing, and establish constant publicity. |
