Management strategy of market development strategy

In the era of increasingly fierce urban competition, local administrative organs, under the consideration of limited resources, strive to promote the image-building project, further promote the smooth implementation of local development and regional marketing, and seek the sustainable and good development of local commerce.

1) Lugang Town, Changhua County-Cultural Relics

. The deer port of the whole people

Lukang is the first city in Taiwan Province Province to introduce complete VI design. In the early development history of Taiwan Province Province, there was a prosperous scene of "one house, two deer and three corners", and it was also the historical center of Taiwan Province Province. From 65438 to 0997, the mayor of Lugang held a "town emblem selection" competition to rebuild and carry forward the Lugang culture created by ancestors. At the beginning, due to financial considerations, Lugang Town selected 12 works for the first time, and only 24 works were accumulated after the second extension. When Mr. Yang applied to be a judge, she said that only 24 works could not show the image of the ancient town of Lugang culture. If possible, she is willing to volunteer to help and take the initiative to call on professional designers to participate in the grand event. With recognition and thanks, the slogan "Cultural Monument: Lugang for Everyone" was put forward by professional units, which provided the regional cultural characteristics of Lugang for designers' reference and integrated interpretation. After extending the delivery period 15 days, all design schools, societies and companies in Taiwan were mobilized to jointly build for the national Lugang, with a total delivery of 986 pieces, which surprised the organizers. (Mr. Yang and the author were also awarded honorary citizens of Lugang Town) Then, the whole people voted for the flowers and trees in the town, which made the citizens feel involved and increased their recognition. Then, by planning a complete VI system, the overall image will be displayed, and a brand-new image style of "cultural monument, Lugang for all" will be created, making Lugang a new model of tourism, culture and commerce in Taiwan Province.

(B) Tai 'an Township, Taichung County-administrative innovation, image first.

Da 'an Township in Taichung County is named after Da 'an Port, and it is a pioneer for Han people to emigrate to the central provinces of Taiwan Province. There are rare and endangered plants "Daan Waterloo" in Taiwan Province Province, a considerable number of migratory birds, and a well-known leisure resort "Daan Binhai Paradise". Most villagers live on agriculture, fishery and animal husbandry. It is a typical agricultural town with simple folk customs and beautiful environment.

Da 'an Township held its own emblem selection for innovative image, and the two deadlines were single digits. Under the strong recommendation of Mayor Lu Gang, Da 'an Township also invited Taiwan Province Image Strategic Alliance to assist in the selection activities. Results A total of 1200 pieces were selected, far exceeding the number selected by other institutions. The budget available to the township government is not sufficient, so the planning unit and the public department of Da 'an Township reached a consensus to assist in editing the printed image recognition manual, but the public department needs to authorize the planning unit to publish and distribute it. Da 'an VI is the most award-winning township image planning case in Taiwan Province, so the popularity of Da 'an Township and its characteristic resources such as coastal paradise, bird watching wetland, and national treasure soaked clothes are also highly valued by the media because of its publication and award-winning, and free marketing can be described as a bumper harvest.

The introduction and promotion of the new image of Da 'an Township can be implemented through the daily administrative and business orientation of each unit. Not only will it not increase too much burden, but it can also quickly accumulate communication resources and present a new image. The continuous and concentric management of this visual and cultural beauty will be the key to influence the whole town to look brand-new and thoroughly remould itself.

(3) Nantou City and Nantou County-new municipal governments full of vitality and creativity.

Nantou City, which has jurisdiction over 34 miles, is the seat of the county government of Taiwan Province Province, with a rich collection of humanities and numerous places of interest. However, due to the lack of integrated image marketing for many years, tourists are "passing by" Nantou City. In view of this, Nantou also hopes to create a new image through the "city emblem selection." The night students of Lingdong Institute of Technology participated in the bidding of Nantou city emblem and won the first prize. For this reason, after obtaining the approval of the mayor of Nantou, the team took the VI design of Nantou as a simulation case of graduation production. With the help of the author, I communicated with the mayor of Nantou and the suggestions of relevant supervisors. Due to the professional resources of Taiwan Province Image Strategy Alliance and the concrete achievements of the planning case, the CI image strategy of Nantou City has become a formal entrusted execution case. In addition to allocating VI project planning and design fees, I also conducted a survey on the local resources and residents' wishes of "rebuilding Nantou City", hoping to unite Nantou City's centripetal force and consensus through extensive public opinion surveys, and improve Nantou City's cultural assets and quality of life by combining local resources.

In the CI project of CCBA Nantou City, in addition to planning a complete visual identification system (VIS) to make the public clear at a glance, establish popularity and achieve the overall identification effect, VI consensus camp was also held to integrate internal consensus; When the new municipal building is completed, the environmental indicator system will be formally and comprehensively introduced, and the Group will plan and implement the building completion and CI exhibition activities (in addition, the implementation funds will be allocated). Through the professional guidance of Taiwan Province image strategic alliance, students can have a deep understanding of actual combat experience, not just stay on paper; Follow-up also continued to coach the implementation of Nantou concentration camp image business circle planning and advertising beautification project. Turn the crisis into a turning point and turn the predicament into an advantage; 1999 92 1 Taiwan Province earthquake, a strong earthquake of magnitude 7.3, turned the heart of Taiwan Province province into a wasteland from a good mountain and water in just a few seconds, and almost razed the local buildings to the ground; However, since September 1999, Nantou County has more resources and funds than other counties and cities in the construction and development of software and hardware. Moreover, the author believes that the greatest value of design lies in "doing good without asking for anything in return"; Relying on creativity and strategy, we can combine social resources and play a greater caring role.

(1) Never share joys and sorrows.

I hope you can support each other -92 1 Dust Yan Hui Exhibition in Taiwan Province Province (1999)

1September 2, 9991:47, this is a historic moment, and the people of Taiwan Province Province witnessed this century-old earthquake.

In order to feel the pain of the 92 1 earthquake, leave records and witnesses, and arouse the public to participate in reconstruction and aid donation, Taiwan Province Image Strategic Alliance specially set up the "92 1 Taiwan Province Dust Exhibition" activity, which broke away from the professional thinking of design, did not create self-expression strategies based on themes, and directly combined with enterprise resources (the whole project was funded by Vitalo Foundation) to exert strong substantive benefits. This activity originally planned to compile a "documentary album" to collect photos of earthquake disasters from township units and people from all walks of life in disaster areas, but it faced the problem of "copyright license fee" when it was implemented. After discussion by the project team, the "album compilation" was transformed into an "exhibition activity"; 200 photos were selected from all the selected photos, scanned by computer and enlarged in color, and exhibited in the north, central and south regions. At the same time, compiling their information related to earthquake disasters and common sense of earthquake prevention into an exhibition record book not only solved the problem of "copyright license fee", but also left the pain and emotion of this century.

Half of the documentary albums on display are given to photo providers, provincial public departments and literary and social education units free of charge, and the rest are sold with the exhibition activities. All the proceeds from this charity sale (about 6,543.8+500,000 RMB) were donated to post-disaster reconstruction.

(2) Walking for health and hope.

-92 1 10,000 hiking activities (2000)

One year after the 9.21earthquake, we will hold meaningful and valuable activities such as "Walking for All" and "Erecting Monuments" sponsored by Nantou City and Vitalo Foundation to encourage people to embrace life with hope and optimism and help those around them who need care.

(3) Embrace the sunshine

-Welcome hope? Draw a house of hope (200 1)

Two years after the September 21 earthquake, the activity "Drawing a Hope Home-Nantou Children's Painting Competition" co-sponsored by the Mental Health Service Center of Nantou District of the Department of Health of the Executive Yuan and the Vitalo Foundation broke away from the general painting competition, hoping to draw the feelings of September 21 and the scene of a hope home through children's pure brushes. Tell the story or emotion in the painting with the most trusted and intimate people (teachers, relatives and friends), care for each other with love, strengthen spiritual communication, dialogue and interaction, arouse the truest, best and most beautiful innocent feelings between people, and then activate the hope vision of the whole people.

(D) Bloom hope and jump into life.

-Campus full of hope (2002)

Three years after the September 21 earthquake, it hosted the "Shining Hope Campus" jointly sponsored by the Nantou District Mental Health Service Center of the Department of Health of the Executive Yuan and Bain Enterprise Company. Nantou County Reconstruction Area Campus Landscape Photography Competition ",I hope that through the photography competition, the people of the whole province will enter Nantou to participate, understand the new features of Nantou County Reconstruction Area, and show the spirit of reconstruction and new opportunities for recovery through exchanges and observation. From a cultural point of view, we should integrate the administrative system with regional resources, unite people's consciousness, participate in public affairs, and promote the sustainable development of people, culture, land, scenery and property in the region.

(A) Nantou optimization-regional brand management

Because of the simple personality of Nantou people, the industry in Nantou County has traditionally paid little attention to image packaging design, and the 92 1 earthquake made it impossible for the exquisite industry in Nantou County to spread to the whole country. Many people have gradually forgotten that there is such a delicate and beautiful skill industry in Nantou County.

In recognition of encouraging the affected people and industries in Nantou County to engage in the development and design of industrial commodities with local exquisite cultural characteristics, so as to promote the healthy development of the whole industry; The image strategic alliance of Taiwan Province Province adopts the strategy of "image marketing", which not only preserves the cultural characteristics of Nantou County and develops the local regional characteristic humanities industry, but also promotes the overall quality of industry, life and tourism through image brand development, design and manufacturing, market research, strategic commodity design and marketing alliance planning with various folk industries, shapes the balance mechanism between humanities and commerce, establishes the value of sustainable management and establishes the high-quality image of the "Nantou First Choice" regional brand.

Today, the brand "Nantou First Choice" has effectively integrated the marketing and promotion of excellent products in the county, which is more convincing and appealing than the concept of agricultural special products. At present, the brand has not only released the album "Beauty of Industry", but also extended China Airlines' on-board purchasing catalogue and the plan of optimizing exclusive exhibition points, such as the embryonic form of specific channel operation of Lugang Fengyuetang and scenic spots in the county, and "Nantou First Choice" is also operated by the public sector.

(II) Changhua Special Selection-Quality Certification Seal

Changhua County, called "Half Line" in ancient times, was founded 280 years ago. It is located in the hub of western Taiwan, and has bred a variety of rich and delicious agricultural special products. Considering the direction and orientation of agricultural development in the future, Changhua County specially entrusted Taiwan Province Image Strategy Alliance to plan the common brand of agricultural special products in Changhua County-"Changhua Special Selection", and strengthened the recommendation marketing function by means of questionnaire survey, interview and briefing, combined with the existing agricultural system. Agriculture is transforming, but the most important thing is the transformation of "concept". The prices of agricultural products have been low and farmers' profits are limited. In modern marketing concept, packaging design and marketing are indispensable technologies. In the future, Changhua County will realize the long-term benefit of agricultural special products in the county through the brand recommendation and image promotion of Changhua Special Selection. Through the comprehensive image marketing of the "Changhua Special Selection" joint brand, the popularity of high-quality agricultural special products in Changhua County will be opened to ensure the sustainable development of agriculture in Changhua County. "Sightseeing industry" is one of the star industries in Taiwan Province Province in the new century, and it is also the locomotive that effectively drives local benign prosperity. At present, six national parks, ten national scenic spots and private theme parks have been established in Taiwan Province Province, which shows the fierce competition in the tourism market in Taiwan Province Province.

(A) Yilan International Tourism Year brand authorized operation

1997 Yilan, a "glorious city" with strong self-confidence, unity and centripetal force, wants to promote the development of tourism, and the public sector wants to unite with local non-governmental organizations and industrial and commercial departments to jointly promote various international large-scale competitions and activities in the International Tourism Year. However, due to the limited funds of the public sector, it has no specific measures.

Through the recommendation of Taiwan Province Image Strategic Alliance where Yilan is located, after many communication and discussions, the "brand authorization strategy" is put forward to establish the cooperation mechanism between the two parties. That is, the image strategic alliance team of Taiwan Province Province volunteered to help plan and design the image of Yilan County and the identification system of Yilan International Tourism Year, and authorized the public sector to publicize and promote the image free of charge; The design team has the "brand management right", and any commercial product development needs the authorization of the design team to use it.

In the year of Yilan International Tourism, warm-up activities were launched in the National Community Overall Construction Expo in Yilan, and resources were integrated to connect the festivals around "one town, one feature". Then, the "Yilan County Tourism Commodities Exhibition" was held in Shen Han Department Store in Kaohsiung and sogou Department Store in Taipei to market the image to other counties and cities; The "Ilan International Children's Drama Festival" has become an international focus and activity highlight; In order to make the CI spirit of Ilan International Tourism Year with internationalization, localization and cosmology truly be implemented in local industries, we have successively developed "Equal Road" handbags, backpacks, T-shirts, hats and other commodities, branded the image of the tourism year, and realized the target benefits of "tourism industrialization and industrial tourism". In addition, the issuance of the "Yilan Identity Card" of the small and medium-sized enterprise bank in Taipei has once again triggered the topical nature of the media and the development of another line of image marketing. We also strive for the joint promotion of international magazines, large-scale light box advertisements at airports at home and abroad, and column reports of in-flight magazines of many airlines, which are continuously promoted through the Internet system and gain more resonance from the public.

Yilan is recognized as the most suitable city for holding activities in Taiwan Province Province. The activities held in Yilan in recent years are all helpful and meaningful activities to improve the lives of all Yilan people. The purpose of the activity is not only to publicize the concepts of tourism, environmental protection and culture, but also to promote local industries with the policy of "tourism industrialization and industrial sightseeing", thus realizing the goal of informationization in 2 1 century.

(B) Shenshan National Scenic Area-Characteristic Resource Marketing

The Shenshan National Scenic Area Management Office was formally established in March, 20001year, with three scenic spots: Stone Mountain, Lishan Mountain and Bagua Mountain. The geographical space of the scenic spot covers 5 counties and cities 18 townships, with a vast territory. In addition, the landscape characteristics, cultural characteristics, natural ecology and local industrial content of each scenic spot are also different. Therefore, it is extremely dependent on the integration of the management office, and constantly strengthens the overall impression that "Ginseng is Lion Head Mountain, Lishan Mountain and Bagua Mountain" in the minds of the whole people. In the face of fierce competition in the tourism market, the overall planning is guided by resource integration, promoting the theme and characteristic marketing of "a new mountain-type all-round sightseeing paradise", making "one place and one vein" grow into "three selling points" and creating new demands for tourists' sightseeing; And cooperate with local governments, surrounding strategic alliance attractions and local tourism industry promotion institutions to give full play to the role of resource integration; Then, through unified publicity and public relations operation, focus on publicity key points, effectively achieve publicity results, and continuously inject vitality into the characteristic marketing of Shenshan National Scenic Area to achieve the goal of sustainable development. According to the statistics of "Analysis of Tourism Profile of Main Sightseeing and Recreation Areas in Taiwan Province and Fujian", in 2002, the national scenic spot "Shenshan National Scenic Spot" was the highest among tourists. The number of people has exceeded 5 million, and its introduction benefits have shown concrete results in just one year.

In an era of all-round marketing, the market is created by itself, changing passive orders into active attacks, grasping trends and formulating strategies; Therefore, from the creativity of design to the implementation of market development, we must consider a number of key details and processes. A designer wants to maintain excellent performance for a long time, and judgment, experience and ability are the keys to success or failure. Great ideas are meaningless unless they can be translated into concrete action steps. Without implementation, breakthrough thinking is useless, learning will not bring value, design will not reach the goal of scalability, and market benefits will give up halfway.

Developing the design market from the perspective of marketing communication emphasizes not only the simple visual identity design, but the "image strategy" that conforms to the integration of substantial interests, which is the goal of the image strategic alliance of Taiwan Province Province. Understanding each other and communicating with each other are the factors for the author alliance unit to cooperate happily with each owner and get affirmation and respect; Don't be narcissistic, don't be narcissistic, and accept pragmatic needs in a down-to-earth manner. The above cases have the substantial interests of the owner's needs and the creative dignity of the design profession. As for their maturity and reference value, how much? Still hope that many advanced peers will not hesitate to correct me!