Dissertations / Theses on the topic 'Urban marketing strategy'

Depuis les années 1990 et dans un contexte de forte concurrence interurbaine à l'échelle planétaire, il apparait une tendance à promouvoir la réalisation de grands projets culturels comme stratégie de marketing territorial dans plusieurs villes européennes. Cette recherche s'intéresse aux flagship projects, des grands équipements culturels qui ont été conçus a priori pour catalyser un processus de développement ou de régénération urbaine. Cette recherche vise à évaluer l'impact territorial de ces projets dans des villes appartenant à des rangs différents au sein du système de villes européen et dans des contextes territoriaux différents. L'hypothèse c'est que les flagship projects entraînent la transformation de l'imaginaire, le déclenchement et/ou le renforcement du processus de rénovation et de réhabilitation urbaine, l'accélération de la gentrification et l'attraction d'entreprises transnationales. La diffusion verticale par imitation au sein de la hiérarchie urbaine de ce type d'initiatives à caractère monumental fragilise leur prétendue unicité en les banalisant et en mettant en question leur viabilité. Une démarche comparative est développée afin d'analyser les études de cas de la Bibliothèque F. Mitterrand à Paris, la Cidade da Cultma de Galicia à Santiago de Compostela, la Casa da Mùsica à Porto et l'Operahuset à Oslo. Les résultats montrent la variation de l'impact territorial en fonction de leur intégration dans des projets urbains plus larges et de l'engagement de la population dans les activités de ces équipements culturels. Des alternatives urbanistiques et stratégiques proposées pour ces projets restent des objets de discussion pour les études urbaines
In a context of interurban competence at the world level, there is a trend in European cities, since the 90's of promoting building large cultural projects as an urban marketing strategy. In this context, this study focuses on the analysis of flagship projects, i.e. large cultural facilities that have been conceived a priori to be the catalysers of urban (re)development and/or regeneration. This research seeks to evaluate the territorial impact of these projects at different levels of the European city-system and in different territorial contexts. The hypothesis is that flagship projects lead to transformations on imaginary, urban renewal and/or rehabilitation processes, gentrification acceleration and attraction of transnational companies. Diffusion of these type of monumental initiatives at the different levels of urban hierarchy implies a paradox due to the sought uniqueness of these projects and their banalization due to imitation, generating doubts about the viability of these initiatives. A comparative approach is applied for studying the cases of France National Library - Mitterrand in Paris, Galicia, Cidade da Cuttura in Santiago de Compostela, Casa da Mùsica in Oporto and Operahuset in Oslo. Results show that variations in the impact of these projects depend on their integration in larger urban projects and users engagement in the activities that these facilities offer. Urban planning alternatives and strategies proposed by these projects are still a discussion subject in Urban studies, so it is the continuity of these types of projects after the world economic crisis

Bakalauro baigiamajame darbe analizuojamas Leader programos įgyvendinimas Radviliškio rajone. Pirmoje bakalauro baigiamojo darbo dalyje nagrinėjami kaimo plėtros įgyvendinimo aspektai, pasitelkiant Lietuvos ir užsienio autorių įžvalgas atskleista kaimo plėtros samprata bei raida. Atskleista Leader metodo samprata, apžvelgti metodo principai, įgyvendinimo etapai. Taip pat šioje dalyje išanalizuotas Leader programų įgyvendinimas Lietuvoje. Empirinėje bakalauro baigiamojo darbo dalyje atliekama Leader programos įgyvendinimo Radviliškio rajone situacijos analizė, analizuojama vietos plėtros strategija bei jos įgyvendinimas. Taip pat atliekamas VVG veiklos vertinimas procesų aspektu. Kokybinių duomenų rinkimo metodas – formalizuotas interviu su informantais (vietos veiklos grupės atstovais, seniūnijų seniūnais ir bendruomenės pirmininkais) ir su ekspertu (Šiaulių univeriteto socialinių mokslų fakulteto dėstytoju, Kaimo plėtros tyrimų centro direktoriumi). Remiantis teorinėje dalyje aprašytais Leader metodo principais, sukonstruotas tyrimo instrumentas – interviu klausimynas. Jo pagalba apibrėžiamos Leader programos įgyvendinimo Radviliškio rajone tobulinimo galimybės, vietos plėtros strategijos įgyvendinimo problemos, jų priežastys, nustatytos strategijų tobulinimo galimybės. Atlikta Leader principų bei neurbanizuotų vietovių funkcijų įgyvendinimo Radviliškio rajone analizė, bei stiprybių ir galimybių analizė.
There is analyzed realization of Leader programme in Radviliškis area in this Bachelor’s thesis. There are analyzed aspects of realization of rural development in the first part of Bachelor’s thesis. Also, through some insights of Lithuanian and foreign authors and opinion, conception and evolution of rural development is revealed. The conception of Leader method is revealed, principles of this method and stages of implementation are reviewed. Moreover, the Leader programme realization in Lithuania is analyzed in this part of Bachelor’s thesis. In empirical part of this Bachelor’s thesis the situational analysis of Leader programmes’ realization in Radviliškis area is performed, local development strategy and its implementation are analyzed. Moreover, local activity groups performance is evaluated by aspects of processes. The method of qualitative data collection – formalized interview with informants (representatives of local activity group, elders of parish and councils of communities) and with an expert (Šiauliai university Social Sciences Faculty, Rural Development Research Center Director). The survey instrument – interview questionnaire – was designed basing on principles of LEADER method in theoretical part of Bachelor’s thesis. The opportunities for improvement of Leader programme realization, the realization problems and their causes of local development strategy in Radviliškis area are defined, the opportunities for strategies improvement are set. The analysis of... [to full text]

O marketing urbano e o planejamento estratégico vem sendo utilizados em uma dinâmica onde a produção, consumo e lucro são os aspectos esperados como resultado das ações do poder público. A promoção urbana recria novas imagens para serem vendidas no mercado global, ao mesmo tempo em que promove rearranjos espaciais para readequá-las às novas necessidades locais. O emprego da cultura como ferramenta do planejamento estratégico e marketing urbano, utiliza-se de edifícios culturais ícones para alavancar processos de promoção e renovação urbana em diversos lugares do mundo. Esta tese analisa a construção do complexo cultural Cidade da Música/Artes no Rio de Janeiro, baseando-se na hipótese de que, embora tal inserção siga ditames do planejamento estratégico e da promoção urbana, ela não resultou em transformações significativas para a região, não atingindo os objetivos preconizados por este modelo de planejamento.
The urban marketing and strategic planning have been used in a dynamic which the production consumption and profit are expected aspects in result of the actions of public power. The urban promotion re-creates new images to be sold in the global market, while promote spatial rearrangements in order to adjust them to the new local needs. The use of culture as a tool of strategic planning and urban marketing, using cultural icons buildings to leverage urban promotion and renew processes in different parts of the world. This thesis analyse the construction of Cidade da Música/Artes cultural complex in Rio de Janeiro, based on the hypothesis that although such insertion follows strategic dictates of urban promotion, it did not result in substantial transformations to the region and did not reach recommended targets for this model planning.

This master's thesis focuses on analysis and design of the marketing strategy for the company Cegelec a.s., which is a manufacturer of equipment for urban transport vehicles. First part outlines the fundamental principles of the Business-to-Business market and examines the distinguishing characteristics of marketing strategy for this market. Second parts introduces the company Cegelec a.s., provides detailed description of the urban transport vehicles manufacturing market and analyzes the strategy of the company from the marketing point of view. In addition, the thesis incorporates proposal of changes in some components of the company's marketing strategy.

L'objectif de la thèse est d'analyser le phénomène des événements off, événements urbains alternatifs et indépendants, qui naissent «du bas» à partir des initiatives qui rejettent le système institutionnalisé. Dans la première partie, nous proposons une reconstruction du débat sur les événements urbains contemporains : les principales classifications sont identifiées ; les trois débats dominants sont présentés et le concept de la ville événement est remis en cause. Dans la deuxième partie, nous analysons trois études de cas différents : Marseille 2013 Off (Marseille), Fuorisalone (Milan) et Paratissima (Turin). Au début, ils sont décrits dans leurs éléments constitutifs pour voir le degré «off» de ces événements (naissance et histoire de l'événement ; budget ; partenaires et projet de gouvernance ; acteurs locaux impliqués et relation avec l'événement officiel) ; puis ils sont analysés dans le contexte urbain dans lequel ils sont insérer, pour voir dans quelle mesure les événements off parviennent à être des événements urbains qui font l'identité locale. Les Conclusions, à partir d'une vue d'ensemble des trois études de cas, nous permettent d'analyser les trois événements off dans une perspective comparative qui décrit les caractéristiques communes et les différences qui existent entre eux. Cette analyse nous permet de saisir les configurations des événements off en fonction de leur caractère alternatif et de leurs effets sur les entreprises de « branding » urbain. Enfin, on verra comment, parmi les spécificités de chaque étude de cas examinés, ces mécanismes sont mis en cause par la production d’une image alternative à celle représentée par l'événement officiel
The aim of the thesis was to analyze the phenomenon of so-called fringe events, alternative and independent urban events, which arise from bottom-up initiatives that reject the institutionalized system. The first part is dedicated to a reconstruction of the debate on contemporary urban events by identifying the main classifications, the three dominant debates and by discussing the concept of an event city. The second part analyses three different case studies: Marseille 2013 Off (city of Marseille, France), Fuorisalone (city of Milan, Italy) and Paratissima (city of Turin, Italy). At first they are described in their constituent elements (the birth and the history of the event, the budget, the partners and the project governance, the local stakeholders and the relationship with the official event) to see how much those events can be considered "fringe". While later they are analyzed within their urban context to see how far fringe events manage to be urban events that make local identity. The conclusions of the work offer an overview of the three case studies that allow us to analyze the three fringe events in a comparative perspective that describes the common features and differences between them. This analysis allows us to grasp the fringe events configurations based on their alternative nature and their effects on attempts of urban branding. Finally, we will see how from the specifics of each case study examined, these mechanisms are involved in the production of an alternative image to that produced by the official event

Le début du XXIe siècle est marqué par une transformation constante qui façonne le monde à travers les dynamiques générées par la globalisation. Celles-ci ont progressivement transformé la configuration économique, politique, sociale et culturelle des villes à l’échelle mondiale et dans quasiment toutes les activités humaines et disciplines comme l’urbanisme. Ainsi les villes cherchent à garder ou à trouver un positionnement stratégique sur la scène internationale, souvent à partir d’une planification stratégique. Au sein des nouvelles démarches « stratégiques » est né le projet urbain dit « déterritorialisé », sous la forme d’une formule transposable. La thèse s’intéresse à la déterritorialisation du projet culturel et en particulier à celle des musées Guggenheim.Les projets « déterritorialisés » sont définis par des grands développeurs internationaux qui les transposent dans différentes villes, de manière à ce qu’elles puissent en tirer le maximum de bénéfices et vice-versa. Les effets attendus sont généralement d’ordre économique et d’image, ce qui séduit les responsables des villes, en quête de tels projets. Quelle est la nature de tel projet ? Quelles sont les conditions de leur déterritorialisation et de leur importation ?Sous une logique de reproductibilité universalisée le projet urbain est conçu selon un modèle de production en réseau. La mise en réseau de ce modèle nécessite l’échange des savoir-faire et des expertises conjuguées en transformant l’échelle d’intervention du projet. Alors quelle dialectique s’établit entre le global et le local, s’agit-il d’une échelle « glocale » ? Selon quels modes opératoires se fabrique donc le projet déterritorialisé ? Comment modifie-t-il la gouvernance urbaine ?Ce phénomène soulève plusieurs enjeux sur la nouvelle façon de concevoir les projets urbains. Pour répondre à cette question, nous analyserons le réseau Guggenheim dans 3 villes différentes : New York, Bilbao et Guadalajara
The early twenty-first century goes though a fast-changing process that shapes the world through multiply dynamics generated by globalization. This context has transformed the economic, political, social and cultural configuration of cities worldwide and in virtually all human activities and disciplines such as urban planning. Nowadays, cities are trying to keep or enhance a strategic position on the international scene, by developing a strategic urban planning. A new "strategic" concept was born called "deterritorialized" urban project, in the form of a transposable formula worldwide. This thesis focuses on the deterritorialization of cultural projects and in particular those from the Guggenheim Foundation.The "deterritorialized" projects are defined by major international developers transposing them into different cities as strategies that produce benefits to the cities, and vice versa. This allows developers to increase their cross-border activities by exploiting the potential of the international market. What is the nature of such a project? What are the conditions required for their import?Globalization has led to a universalized reproduction of urban projects which are based on a model of networked production. The networking of this model requires the exchange of know-how and expertise combined in order to transfer the project to different cities. What dialectic is established between the global and the local scales? Is it a "glocal" scale? According to what procedures this project can be deterritorialized?This raises several questions on how to design new urban projects. How does it change urban governance? To answer this question, we propose to explore a symptomatic case of the Guggenheim’s network in three different cities: New York, Bilbao and Guadalajara

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A presente dissertação trata de verificar as interfaces entre projetos políticos e a formação das cidades, com foco na cidade do Rio de Janeiro durante as gestões do prefeito Cesar Maia de 2001 a 2004 e de 2005 a 2008. A consolidação do planejamento estratégico como ferramenta de gestão urbana é analisada, com foco nos planos estratégicos da cidade do Rio de Janeiro desenvolvidos ao longo da Era Cesar Maia: Rio Sempre Rio (1995/96) e As Cidades da Cidade (2004). A cidade de Bilbao, cuja recuperação é identificada com a implantação de uma filial do Museu Guggenheim, é estudada, revelando caminhos que outras cidades ao redor do mundo buscaram seguir. Finalmente, são analisados o contexto político e as implicações dos projetos para o Museu Guggenheim, no Porto, e para a Cidade da Música, na Barra da Tijuca, ambos no Rio de Janeiro. Estes casos foram selecionados por tratarem-se de projetos icônicos, que viriam a ser a representação construída da figura política que os orquestrou e que, cada qual à sua maneira, não tiveram o desfecho planejado.
This work presents an analysis of the interfaces between political projects and the forming of cities, focusing on the city of Rio de Janeiro during two of the periods in which Cesar Maia responded as mayor – 2001 to 2004 and 2005 to 2008. The consolidation of strategic planning as a tool for urban management is analysed, focusing on the strategic plans for the city of Rio de Janeiro developed during the Cesar Maia Era: Rio Sempre Rio (1995/96) and As Cidades da Cidade (2004). The city of Bilbao, which’s recuperation is identified with the building of a Guggenheim Museum, is also studied, revealing paths which other cities around the world tried to pursuit. Finally, the political context and the implications of the projects for the Guggenheim Museum, in the Harbor, and the ‘Cidade da Música’, in Barra da Tijuca, both in Rio de Janeiro. These cases have been selected for their iconic character, which was meant to be the built representation of the political figure who orchestrated the projects and which, each in its own way, didn’t have the expected closures.

L’objectif principal de notre travail consiste à interroger le rôle des espaces de consommation dans les stratégies pour l’attractivité des territoires. Comment la notion de consommation s’inscrit-elle dans la dynamique de développement territorial, en particulier, à travers la relation « image – marketing - attractivité »? Il s’agit de comprendre « le concept d’espace de consommation nouveau » tel qu’il est employé aujourd’hui par les territoires qui cherchent à renforcer leur attractivité. Pour mettre en évidence l’importance des espaces de consommation dans les politiques pour l’attractivité, nous illustrerons trois expériences territoriales suite à une partie théorique développant le thème de l’attractivité territoriale et celui de l’espace de consommation : 1. La ZAC de Paris Bercy et son espace de consommation, Bercy Village : On choisit comme exemple, le quartier de « Bercy Village » créé dans le cadre de la ZAC Paris Bercy à la fin des années 90. 2. Les projets et stratégies de régénération urbaine de Turin (Italie) : La ville de Turin est en quête d’attractivité en renforçant les domaines de la culture, des loisirs et du tourisme. L’importance de l’attraction du méga-évènement et de l’élaboration des démarches stratégiques globales pour la ville (en occurrence, le projet de Spina Centrale et le Plan Stratégique de Turin) est particulièrement soulignée dans cet exemple 3. Le projet de restauration de la rivière Cheonggye (Séoul, Corée du Sud) : La ville de Séoul, en restaurant une rivière oubliée dans un quartier commercial souffrant de l’encombrement du trafic et de la pollution, a réussi à créer une nouvelle promenade fluviale très attractive pour les citadins
The principal aim of our work consists of questioning the role of consumption activities and spaces in local strategies for attractiveness. How is the concept of consumption involved in the dynamics of territorial development, in particular, in terms of the relation among “image,” “marketing” and “attractiveness”? How can we understand “the concept of new consumption space” such as it is employed by the cities that desire to reinforce their attractiveness? To emphasize the importance of consumption spaces in policies for local attractiveness, following a theoretical discussion (part one), we present three case studies (part two) exploring the questions of territorial attractiveness and consumption space: 1. Our first example is “Bercy Village,” a new Parisian consumption space created within the framework of the ZAC Paris Bercy at the end of the 1990s. 2. Second, we examine projects and strategies of urban regeneration in Turin, Italy. Turin is in search of attractiveness by reinforcing the aspects of culture, leisure and tourism. The importance of the attraction of mega-events and the development of global urban strategies (the Spina Centrale project and Turin’s Strategic Plan) is particularly stressed in this example. 3. Finally, we turn to the restoration project of the Cheonggye river (Cheonggyecheon). Seoul, the capital of South Korea, recently restored a forgotten river in an old commercial district, notorious for traffic jams and pollution. Through this project, Seoul was able to create a new attractive riverwalk for city users

This thesis presents the business case for installing green roofs on movie theaters and shopping centers. These businesses can then derive increased profits from the environmental benefits of reduced energy use and increased stormwater retention. After presenting the basic design and benefits of a green roof, the thesis develops stand-alone business plans for a movie theater and shopping center. The author finds that green roofs are a profitable sustainability solution for the commercial enterprise.

碩士
國立成功大學
高階管理碩士在職專班(EMBA)
102
This dissertation takes the residences of the sustainable housing at urban area in Taiwan as the study subjects and investigates the connections among the environmental quality, service quality, perceived value, customer satisfaction and customer loyalty. The network and paper questionnaire surveys focus on the residences of the Northern part of Taiwan and other cities as secondary. The number of effective questionnaire samples is 430 and the effective rate is close to 48%. The SPSS statistic software is used to analysis the sample data and resulting from the factor analysis, reliability analysis, Pearson correlation, multiple regression and analysis of variance, etc. The final conclusions and suggestions are given through qualitative interviews of actual users and the expertise of the sustainable housings. The results from SPSS have shown that environmental quality, service quality and perceived value have positive impacts toward customer satisfaction and customer loyalty. Specifically, the residential safety of the environmental quality and the responsiveness, reliability and the assurance of the service quality all have significant positive impacts on customer satisfaction and customer loyalty; perceived value has positive impact on customer satisfaction, but not on customer loyalty; service quality has positive impact on perceived value, and the customer satisfaction has positive impact on the customer loyalty. Therefore, this research paper suggests the followings: 1.the developers should contract with the reputable contractors and commission a third party to verify the quality of building; 2.vertical integration to provide customers a full set of service, especially focusing on the communication with customers; 3.manipulate architectural designs to enhance the energy saving and carbon reduction of the sustainable housings, provide energy-saving related data and retain a certain percentage of open space for customers to DIY ecological garden; 4. establish a customer service oriented system and provide a comprehensive training program for employees; 5. emphasize on quality and make it as a strong niche for the corporate brand, thereby increasing the customer loyalty.

碩士
國立中興大學
國家政策與公共事務研究所
103
Abstract Underlying globalization, a city currently confronted competition with itself, neighboring and even cities in other countries. Furthermore, a city must dedicate itself to obtain a position in the global urban competitions. A city would like to put a lot of efforts in marketing to promote its special characters and to excessive pursuit of sustainable growth. Then, a city would improve the international reputation and competitive capabilities. Based on the theoretical framework of city marketing, this study targeted the Taichung Calligraphy Greenway as a case study. Moreover, this study did the qualitative research, such as interviews, to understand the all pictures about Taichung Calligraphy Greenway. Firstly, this study tried to understand the internal strength and weakness, and external opportunity and threat for environment of Calligraphy Greenway with SWOT analysis while it was developed and promoted for tourism. Secondly, this study discussed that the impact and relation between the special product characteristics and the position of city brand to understand the core value of Calligraphy Greenway. Finally, this study came out with some suggestions on marketing strategies to develop Taichung Calligraphy Greenway based on the theory of city marketing and summarized four strategies of city marketing including image and quality of life, attractions, infrastructure, and people. In conclusion, this study found out several essential issues to do the city marketing. It includes single service window of government, regulation of activity, management of buskers, alliance of industry-academia strategic, improvement of tourism, improvement of transportation, operation of interpersonal network, innovation of communication technology, and reflection of local culture.

碩士
崑山科技大學
企業管理研究所
92
Globalization has brought a different prospect to Urban development; be it economical globalization, cultural globalization, or political globalization, they all cause the phenomenon of “equalization” in Urban. 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. Therefore, for Urban development, we should pay attention to marketing mechanisms and the cooperation between the public and private sectors, and strive for Urban marketing and a corporate-styled operation. The function of Urban marketing strategic mode is in the reference principal of how local governments practice their Urban marketing. Based on the internal and external environments and an analysis of target markets, one should first make a self-evaluation and define the Urban. After determine above factors, one can choose a Urban marketing strategy, establish an effective marketing make-up, coordinate with Urban development policies, and execute working projects and examinations, so that the operation results can be promoted and the Urban competition power strengthened. For Tainan’s Urban marketing, I suggest: (1) an organization pattern led by a marketing strategy; (2) the development of an industry of fine living styles;(3) the establishment of a Urban brand; (4) a chief Marketing officer for the marketing-specialized organization.

碩士
醒吾科技大學
行銷與流通管理系所
107
The study targets on a D-real estate Construction Company, addresses the qualititative study with series interviews to investigate a successful model. The candidate of interviewer are the senior collaborate members they are keyperson in the comany – manager, architecture, designer, material supplier, supervisor, and sales manager, and the customers as well. The interviews were recorded and retrospective investigate and concluded the key factors of the success of the urban company. The real estate industry contribute and comprised in high percentage level of the GDP, which is an overweight indicator of national macro-economic performance, as well respond to social security. The D-Company running with the localized remakeable construction company. Construction the building with the scheduled pace, integrated the collaborated teams with full discussions and communication, keep the strict quality control in proceeding construction, and original planning, under this way to build up the reputation from the customer side, and take lead in completion of the estate market. After the completion of the construction, the newly completed house will be promoted and marketed with a “Readily available house”style. As a member, 37 years collaborated in the family firms, deeply concerned to the market unethical competition, with the low-quality, Low-price level to promote the trade, results with massive consequiently consumer dispute. The mutual distrust took deep hurt to the real estate industry.This study addressed with a case quality study method to investigate the case X, which is a commercial/residential complex building. The sucesssful factors are integrated management running under a district construction company on the way of a flexible financial policy, take the advantage of “Readily available house marketing” policy and “localized identity” to take lead in the real estate market.

碩士
國立中山大學
高階經營碩士班
106
Land is a dispensable element in real estate. About 80% profits of whole development projects would relys on the land’s condition/quality and cost. Transportation expansion would enlarge city network to rural areas and enhabce the development of public utilities, road and infrastructure. Financial support of public policies and business invertment would procede the development of the reconsolidated areas. Thereconsolidated area in Linkou is the research target. Through the marketing theories of SWOT, STP, 4Ps, 4Cs, AIDA, this study would analyze the vital factors of residence development and choices. We surveyed with seniors who have had experiences in engineering construction and operation management. During reconsolidating Linkou, a well-planned reconsolidated project plays the vital role in regulating traffic construction, commercial building, residential areas, cultural and educational center, park green space, activity center and other facilities. The exquisite residences and regular residences have various views to their needs and demands. Regular residences would like to emaphazie on physiological needs and safety needs, such as affordable housing with proper quality. On the other hands, the exquisite residences would like to have esteem needs and self-actualization. The houses represent the residences’ preference and life philosophy. The house buyers would concern more about the value of the goods and neighborhood living quality. The developers apply customers’ view is the priority to the land and housing business companies to build the ideal houses to those potential customers. This study asserts that the exquisite residences and regular residences have different views to house buy willingness and preference, and the house companies would adopt various scale strategies to those two customer groups.

The growing of the Real Estate market in Portugal led to a lack of differentiation amongst the operating companies. To make a difference, companies are starting to incorporate technology in its’ business models, approaching customers in different ways, betting on virtual approach to succeed. As such, the main purpose of this project is to provide TREE Real Estate Experience a communication plan that can help the company achieve its objectives and reach its target more efficiently. This project gets an even bigger relevance given the recent rebranding process the company underwent through based on a new concept that, if communicated properly, can help the company achieve a competitive advantage on the niche market it operates in. The communication plan was developed having in mind digital and traditional tools, thus targeting different generations. It is innovative but keeping the company loyal to the human interaction that makes allows the company to operate the way it does. An analysis of the market has been performed, analysis internal and external factors, as well as an overview on the literature review of the most reflected concepts of the project. The plan was developed to target both end customers and potential partners companies of the local market the company operates in.
O crescimento do mercado imobiliário em Portugal conduziu a uma falta de diferenciação no mercado. Por forma a fazer a diferença, as empresas estão começando a incorporar a tecnologia nos seus modelos de negócios, abordando os clientes de formas diferentes, apostando na abordagem virtual para atingirem o sucesso. Como tal, o principal objetivo deste projeto é providenciar à TREE Real Estate Experience um plano de comunicação que possa ajudar a empresa a atingir os seus objetivos e comunicar com o seu target de forma mais eficiente. Este projeto ganha ainda mais relevância dado o processo de rebranding que a empresa passou recentemente baseado num novo conceito que, se comunicado de forma adequada, pode ajudar a empresa a alcançar uma vantagem competitiva no nicho de mercado em que atua. O plano de comunicação foi desenvolvido tendo em conta ferramentas digitais e tradicionais, visando, desta forma, diferentes gerações. É inovador, mas mantém a empresa fiel à interação humana que lhe permite operar da forma que tem feito. Foi conduzida uma análise de mercado, análises de fatores internos e externos, bem como uma revisão de literatura dos conceitos mais relevantes para o projeto. O plano foi desenvolvido por forma a atingir os clientes finais e potenciais empresas parceiras do mercado local em que a empresa atua.

Nos últimos anos muito se tem ouvido falar da Marca Portugal, e da implementação da mesma pelos sucessivos governos. Quer através de campanhas promocionais como forma de atrair turistas, quer através de um conjunto de medidas que visam a captação de novos investidores e de novos residentes. Não sendo, menos verdade que também muitas regiões, cidades e vilas portuguesas a muito têm o mesmo tipo de preocupações e que tem vindo a desenvolver um conjunto políticas e iniciativas com objetivo de potenciar e desenvolver o seu crescimento em termos económicos, sociais e até culturais. É caso da vila de Óbidos, um caso de reconhecido sucesso no nosso país. Este caso pedagógico insere-se nesta problemática, nomeadamente sobre o trabalho desenvolvido pela Câmara Municipal de Óbidos com o intuito de retirar aprendizagens e diretrizes que possam ser aplicadas em outras vilas e cidades, neste caso em concreto, à vila da Lourinhã. De forma a contextualizar e facilitar o entendimento sobre a temática em estudo e para um maior entendimento sobre o tema irá ser apresentada uma abordagem teórica sobre o tema Place Branding e Place Marketing com base em três vetores a Estratégia, Produto e Público-Alvo. O cariz pedagógico é justificado não só pela importância que o tema assume no desenvolvimento local, regional, nacional e até internacional. Mas também pelo intuito de fomentar um olhar mais crítico sobre os locais em que nascemos, crescemos e vivemos. Porque todos nós diretamente ou indiretamente somos intervenientes neste processo.
In recent years much has been heard of the Portugal Brand, and the implementation of it by successive governments. Whether through promotional campaigns as a way to attract tourists or through a set of measures aimed at attracting new investors and new residents. It is not untrue that many Portuguese regions, towns and villages also have the same kind of concerns and have been developing a set of policies and initiatives aimed at enhancing and developing their growth in economic, social and even cultural terms . It is a case of the town of Óbidos, a case of recognized success in our country. This pedagogical case is part of this problem, in particular on the work carried out by the Municipal Council of Óbidos with the aim of removing learning and guidelines that can be applied in other towns and cities, in this case in particular, the town of Lourinhã. In order to contextualize and facilitate the understanding about the theme under study and for a greater understanding about the theme, a theoretical approach will be presented on the theme Place Branding and Place Marketing based on three vectors: Strategy, Product and Target. The pedagogical aspect is justified not only by the importance that the theme assumes in local, regional, national and even international development. But also in order to foster a more critical look at the places where we are born, grow and live. Because we are all directly or indirectly involved in this process.

碩士
國立海洋大學
水產養殖學系
90
This study aims at the analysis of marketing channels of aquaculture products in Taipei urban areas and the application of strategic alliance in marketing channels for improving the efficiency of marketing in Taiwan’s aquaculture industry. The methods of the study include theoretical surveys, documental review and field investigation. Marketing channels of seafood products as well as operation methods and business status in the main retailers, large shopping centers, chain supermarkets and traditional markets for aquaculture products are investigated. Finally farm side and retail stage strategic alliance models are suggested respectively to solve the channel problems of aquaculture products in Taiwan.

O progresso tecnológico veio revolucionar o setor automóvel e acelerar o ritmo da mudança numa indústria tradicionalmente estável e centrada na produção e comercialização de automóveis. A digitalização e novos modelos de negócio assentes em plataformas digitais, têm impactado o setor, obrigando as empresas a reinventar o seu negócio tendo em vista consolidar a sua posição num mercado ainda mais competitivo. A inovação tem promovido o aparecimento de novas soluções, evidenciando novas tendências, que estão a redefinir a mobilidade do futuro − por via de carros elétricos e condução autónoma, a par de novos conceitos como mobilidade partilhada – alinhada com os desafios decorrentes das alterações climáticas e demográficas e que colocam a mobilidade sustentável para o transporte individual no cerne destes desenvolvimentos. O presente caso de estudo pedagógico analisa o realinhamento estratégico do Grupo BMW tendo em vista conciliar o seu core business tradicional, de fabricante de veículos automóveis premium, com oferta de soluções de mobilidade sustentáveis. Dá-se relevância ao papel decisivo das estratégias corporativas em habilitar a tomada de decisão relativamente ao caminho a seguir, atendendo à volatilidade do contexto e ao objetivo da BMW de se manter uma empresa relevante no mercado global. Destaca-se o papel decisivo das parcerias estratégicas, na concretização da estratégia de transformação da empresa ao alavancarem o segmento de serviços como área complementar do negócio. Assim, o caso descreve a indústria automóvel perante os desafios do novo paradigma da mobilidade, centrando-se no modo como a BMW reagiu e adaptou a sua estratégia face às mudanças no mercado.
Technological developments are pressing challenge and affecting automotive industry, as traditional vehicle manufacturers and suppliers, to address a global complex context by making select investments as digital is becoming the way of operating across the value chain. Digitalization and new business models are transforming the automotive industry and require the world’s leading automotive players to shift to a software and solutions-focused industry to address a new paradigm toward connected mobility. This case study aims to analyse the way BMW made a strategic move to address a changing automotive environment by growing beyond the core business to engage technology-driven trends through mobility services. This investigation feature the key role of corporate strategy to inform decision making process by targeting opportunities and threats, and also highlights the importance of leverage partnerships to make the BMW’s strategy succeed by increasing services segment to complementary business’ sphere. This case outlines the way BMW addressed the challenging environment of the automotive industry through new mobility trends in order to adapt the industry’s evolution.

Abstracts in English, Zulu and Afrikaans
This Grounded Theory study focused on understanding how South Africa’s two numerically-dominant political parties, the African National Congress (ANC) and Democratic Alliance (DA), used micro-blogging site, Twitter, as part of their electioneering arsenal in the 2016 municipal elections to promote party-political digital issue ownership within an urban context. Using each party’s 2016 election manifesto and corpus of tweets, this three-phased study found that while both the ANC and DA used Twitter as a digital political communication platform to communicate their election campaigns, the DA notably leveraged the social networking site for intense ‘focused’ messaging of its negative campaign against the ANC while simultaneously promoting positive electoral messages around its own ‘core’ issues and metro mayoral candidates. ‘Battleground’ metros were identified by the DA in Ekurhuleni, Johannesburg, Tshwane and Nelson Mandela Bay, leading to an emphasised urban campaign here to either activate the party’s own support base and/ or to suppress the ANC’s turnout in these highly-contested areas. Additionally, it was found that both the ANC and DA used Twitter for explicit and implicit partypolitical issue ownership claiming in the 2016 municipal elections. Lastly, this study also culminated in the proposal of three but interconnected different elements of a conceptual framework for digital political communication that political parties could use to promote digital party-political issue ownership within a pronounced urban electioneering setting. These elements – ‘coordinating and managing how an election is tweeted’, 'focus' messaging the election’ and ‘audience-segmenting as a message-tailoring strategy’ – when used in unison can help political parties communicate better and ultimately more effectively in a highly mediatised technological media landscape
Hierdie Gegronde Teorie Studie fokus op die verduideliking hoe Suid-Afrika se twee numeriese dominante politieke partye, die African National Congress (ANC) en Demokratiese Alliansie (DA), van die mikro-blog platform, Twitter, gebruik gemaak het tydens hulle verkiessingsstrategie in die 2016 munisipale verkiessings om die party politieke digitale kwessie rondom eienaarskap binne ‘n stedelike verband te bevorder. Deur elke party se 2016 verkiessings manifesto en arsenaal van twiets te gebruik, het hierdie drie-fase studie bevind dat beide die ANC en DA, Twitter gebruik het as ‘n digitale politieke kommunikasie platform. Die DA het egter die sosiale media netwerk kenmerkend gebruik vir ‘n intense gefokusde negatiewe veldtog teen die ANC terwyl hulle terselfdertyd ‘n positiewe verkiessings boodskap rondom die party se eie kernkwessies en metro burgermeesters kandidate gesentreer het. ‘Oorlogsgebied’ metros is deur die DA in Ekurhuleni, Johannesburg, Tshwane en Nelson Mandela Bay geidentifiseer wat ‘n defnitiewe stedelike veldtog tot gevolg gehad het om die party se eie ondersteuningsbasis te bevorder en/of die ANC se ondersteuning in hierdie hoogs betwiste areas te onderdruk. Daar was ook bevind dat beide die ANC en DA van Twitter gebruik gemaak het vir eksplisiete en implisiete party politieke kwessies rondom eiernaarskap tydens die 2016 munisipale verkiessings. Hierdie studie kan saamgevat word in drie onderskeie maar verwante elemente om ‘n raamwerk te vorm van die digitale politieke kommunikasie wat politieke partye kan gebruik om digitale party politieke kwessies binne ‘n stedelike verkiessings omgewing te bevorder. Wanneer hierdie elemente – ‘koordinering en bestuur van hoe twiets tydens ‘n verkiesing gebruik word’, ‘’die focus van die boodksap tydens die verkiessing’ and ‘die gehoorsegmentasie can ‘n boodskap strategie’ – in ‘n eenheid gebruik word kan dit politieke partye help om beter en meer effektief te kommunikeer binne ‘n baie kompiterende en tegnologiese medialandskap.
Inkcazo-bungcali yesisifundo ibigxile ekuqondeni ukuba uMzantsi Africa lo unamaqela amakhulu amabini ezopolitiko, ukutsho, iAfrican National Congress (ANC) kunye ne Democratic Alliance (DA), la maqela asebenzise iwebhusayithi encinane uTwitter, njengenxalenye yezixhobo zonxibelelwano kunyulo loo masipala ngo-2016. Bekwenza oku ngelikhuthaza amaqela ezopolitiko nebango lawo kwimiba yezinto abathi bazithethe kwisithuba sedijithali,kumxholo wendawo zase dolophini. Esi sifundo sisebenzisa imanifesto kunye nothotho lwe tweets zeqela ngalinye, nesenziwe ngokwezigaba ezithathu, sifumanise ukuba nangona iANC kunye ne DA zisebenzise uTwitter njenge qonga lonxibelelwano lwezopolitiko zedijithali (ngokolwimi lwasemzini) ukunxibelelana namaphulo onyulo, iDA izibonakalise amandla kwindawo yokuncokola kwiqonga uTwitter,ngokuthi imiyalezo yayo igxile kwaye itsole. Miyalezo leyo ithe yagxila ngokungafanelekanga kumkhankaso weANC. Ngaxeshanye, imiyalezo yayo yona iDA ibeyeyakhayo, kwaye incedisana nephulo layo kwimiba ephambili kunye nabagqatswa bosodolophu bo masipala abambaxa. Oomasipala abambaxa abathi babenongquzulwano bachongwe yiDA Ekurhuleni, eRhawutini, eTshwane nase Bhayi. Lonto ibangele ukuba bagxininise ekukhokeleni iphulo ledolophu ukuze bavuselele inkxaso ye DA apho okanye bacinezele ukuvela kwe-ANC kwezi ndawo kuphikiswana kakhulu ngazo. Ukongeza, kufumaniseke ukuba iANC kunye neDA zisebenzise uTwitter ngokwendlela ecacileyo nengathanga ngqo kwimeko yobunini bemicimbi yepolitiki ukuze bafumane ibango kunyulo loomasipala lwango 2016. Okokugqibela, esisifundo sigqibele kwisindululo sezinto ezintathu azahlukeneyo kodwa ezidityaniswe yinkqubosikhokelo eqingqiweyo kunxibelelwano lwezopolitiko zedijithali. Ezi zinto zizinto ezisenakho ukusetyenziswa ngamaqela ezopolitiko ukukhuthaza ubunini bemicimbi yezopolitiko ngaphakathi kulungiselelo lonyulo lwedolophu olubhengeziweyo. Ezi zinto- 'ukulungelelanisa nokulawula indlela unyulo luthunyelwe ngayo kusetyeziswa uTwitter', 'kugxilwe' kwimiyalezo yonyulo kunye nokuhlukaniswa kwabaphulaphuli okanye ababukeli njengecebo lokulungisa umyalezo '- xa zisetyenziswa ngazwinye zinokuwanceda amaqela ezopolitiko anxibelelane ngcono kwaye ekugqibeleni ngokuyimpumelelo kakhulu kuxhamlo olunamandla kakhulu kubume beendaba kumhlaba wetekhnoloji (ngokolwimi lwesiNgesi).
Communication Science
D. Litt. et Phil. (Communication)