城市政府活動行銷策略之研究 ：以新竹市國際玻璃藝術節為例

Abstract

新竹除了是一個風的城市，也以玻璃產業聞名。玻璃產業從1940 年開始在新竹盛行，極盛時期新竹玻璃曾大量銷售至世界各地。隨著時代變遷，將朝著「玻璃工業」提升至「玻璃工藝」的方向努力。兩年一度的新竹市國際玻璃藝術節，是全臺灣唯一最具規模之玻璃藝術嘉年華，除了可以提升玻璃產業的商機，也可增加 新竹市於全球的曝光度及知名度。活動行銷儼然已經成為各城市市政發展的首要之務，故本研究以新竹市國際玻璃藝術節為例，藉由文獻探討法、國內外城市活動行銷案例分析（臺北國際牛肉麵節、慕尼黑啤酒節）、深度訪談法，再配合SWOT分析，4 方面進行研究分析，以建構城市政府活動行銷策略成功之關鍵因素，給予建議，希能提供相關資料給研究機構、私人機構、政府機關作為活動行銷之參考，本研究提出建議如下： 1. 新竹市國際玻璃藝術節對玻璃工藝業者的傳承價值。 2. 新竹市國際玻璃藝術節之國際化需再加強。 3. 需引進專業人士參與新竹市國際玻璃藝術節之規劃。 4. 活動規劃時程需提早準備，政府與相關業者間需形成聯盟，提供遊客全面性 的服務。 5. 民眾對於新竹市國際玻璃藝術節所帶來的效益有感。

Hsinchu, nicknamed “The Windy City”, is also well known for its glass industry. Glass production started at Hsinchu in 1940. The mass production of glass products was sold internationally in the large quantities. Over the years, Hsinchu shifted from glass production to glass artwork and craft. The biennial Hsinchu City International Glass Art Festival is the only large-scale glass art carnival in Taiwan. The festival does not only promotes the glass industry, but also boosts the reputation and tourism of Hsinchu City. Event marketing has become the most important strategy for all the developing cities. Hence, this research paper will utilize four analysis techniques – informational analysis, domestic and international cities event marketing analysis (e.g. Taipei International Beef Noodle Festival, Oktoberfest in Germany), In-Depth interviews, and the SWOT analysis– to determine essential factors the government should use for the Hsinchu City International Glass Art Festival to succeed. This paper will also serve as a reference for the research institutions, private institutions, and district governors for event marketing. Recommendations: 1. Hsinchu City International Glass Art Festival has important inherited value for the glass art industry. 2. Hsinchu City International Glass Art Festival needs to be an internationalized event. 3. Consult with professionals planners to better plan the event. 4. The government should work with industry specialists and prepare for the event in advance to ensure a comprehensive tourist experience. 5. Collect feedback from locals on what they think the benefits of the Hsinchu City International Glass Art Festival are.