臺北市商圈品牌形象塑造之廣告策略研究-以西門商圈為例

Abstract

臺北市是一個商業城市，目前有59處商圈遍布在各個行政區。臺北市政府每年度編列不少預算在商圈輔導上，近年來為推廣商圈舉辦不少行銷活動，惟缺乏完整的廣告策略，導致消費者對於臺北市商圈缺乏全面性的了解。 因此，本研究為了瞭解如何運用廣告塑造臺北市商圈品牌形象，以西門商圈為例，運用深度訪談實際執行西門商圈品牌形象塑造廣告策略之執行人員、公關公司及專家學者，以得出臺北市商圈品牌形象之廣告策略規劃、實施及成果評估方式。 研究發現，規劃西門商圈品牌形象塑造廣告策略時，應先瞭解商圈核心價值，找出商圈的特色、差異化所在，且需瞭解焦點族群的喜好作為訴求內容，並應瞭解各種媒體的特性，思考如何運用媒體接觸焦點族群。實施西門商圈品牌形象塑造廣告策略時，可從商圈基礎資料中發掘出商圈的故事，透過分波段議題操作，並以商圈焦點族群慣用媒體來進行網路社群連結。而進行西門商圈品牌形象塑造廣告策略成果評估時，廣告定位及廣告訴求可併同一起進行長期評估，設計簡單的問卷題目分別針對消費者及商圈店家進行問卷調查，且可提供誘因提升回答問卷意願。廣告媒體露出後是否達原先預期績效，應視媒體種類運用不同的績效指標，且應建立一套固定標準的績效指標，以作為每次評估效果之基準。Taipei is a business city. There are 59 business district covering each administrative district in Taipei city. The annual budget compiled a lot by Taipei City Hall for the business district counseling. There are so many marketing activities to promote business district in recent years. But the lack of complete advertising strategy led to consumer has no comprehensive understanding of the business district in Taipei city. Therefore, this study is in order to understand how to use the Advertisement to establish the brand image of business district in Taipei city. Using Ximending as an example, this study will uses intensive interviews with the hosts to understand the advertising strategy for the brand image of business district in Taipei City according to the actual status. Finally summarized the research results that planning advertising strategies of brand image, implementation and methods for effects evaluation. The study found that when planning advertising strategy for building the brand Image of Ximending, you should first understand the core values of business district, identify the characteristics of this business district, the differentiation, and need to understand the preferences of the focus groups as the demands of content, and should be aware of the various media characteristics, thinking about how to use the media exposure focus groups When implementing advertising strategy for building the brand Image of Ximending, you can explore the story from basic data in this business district, through the issue of band operation, and use the Internet community linked to the usual media for focus groups of business district. When evaluating effects in advertising strategy for building the brand Image of Ximending, advertising positioning and advertising appeals can be together with the long-term evaluation, be design a simple questionnaire topics for both consumers and stores in business district and providing incentives to enhance the answer questionnaire will. Whether the exposed of the advertising media were to be expected performance should be considered types of media using different performance indicators, and should establish a fixed standard of performance indicators to assess the effect of each as a benchmark.