地方治理與地方行銷：以基隆暖暖區親水季為例

Abstract

地方治理(Place governance)與地方行銷(Place Marketing)已成為當今的新顯學，處在當下，我們可見台灣各地方政府透過地方治理配合行銷手段，向民眾展現其優勢與光芒。透過地方治理機制運作及地方行銷策略，除有助於提升地方政府治理的效能及有助於改善地方經濟並將提升對地方特色行銷的滿意度。 在地方行銷過程中，公私部門的協力合作及公民參與意識就益形重要。此時，透過地方治理的概念與機制運作整合多元參與者之利益及政策訴求，並提高公共政策參與的透明性與開放性、突顯政策過程溝通對話的動態面以使地方行銷策略順利執行，並使政府治理能力提升。本文嘗試將來自不同領域的地方行銷與地方治理理論作結合，作為本文觀察基隆暖暖親水季活動個案的理論基礎。 基隆暖暖地處於基隆東南隅，本身擁有豐富歷史文化及自然風景，惟因地處偏遠地區長期被忽視，直到近年來基隆市政府及暖暖區公所透過親水公園環境重新整修並在暑假期間舉辦親水季活動，透過活動結合地方社團及志工參與除喚醒民眾積極參與地方公共事務外並在有限經費下成功將基隆暖暖區成功行銷，使暖暖成為短期間內迅速成為台灣著名景點。

Place governance and Place Marketing have become the new mainstream nowadays. Local governments in Taiwan demonstrate their competitive advantages through local governance and marketing to the public. By way of the governance mechanisms and marketing strategies, the local governments improve the effectiveness of governance, the revenues and the satisfactions of marketing. In the process of place marketing, the cooperation between the public and private sectors and the awareness of public participation are very important. Meanwhile, through the concept and mechanism of place governance, the local government will integrate the interests and different appeals of participants, improve the transparency and openness of the participation of public policies, and highlight the dynamics of the process of policies communication to implement the place marketing strategies smoothly. The goal is to improve the capability of place governance of the local government. This study attempts to combine the theories of place marketing and place governance as the theoretical basis of the hydrophilic season activities case of the Nuannuan District in Keelung. The Nuannuan District is located in the southeast part of Keelung with rich historical culture and natural sceneries. The District has never been received attention for a long time because it’s remotely located. In recent years, the Keelung City Government and the Nuannuan District Office refurbished the facilities of the hydrophilic park and held hydrophilic season activities during the summer vacation. The participation of the local associations and volunteers arouse the public participate local public affairs actively and marketing the Nuannuan District of Keelung successfully. These makes the Nuannuan District become a famous attraction in Taiwan in a short period of time.