文化創意產業園區驅動城市行銷創新策略

The Role of Cultural and Creative Industry Parks in Driving Innovative City Marketing Strategies

本研究旨在探討文化創意產業園區如何成為驅動城市行銷的重要力量。隨著全球創意經濟與城市競爭日益激烈，文化創意產業已成為提升城市能見度與競爭力的核心。研究緣起於台灣文創園區自1994年以來的政策演進，從文化保存逐步邁向文化產業化與品牌化。研究目的在於：一、分析文創園區在全球與台灣政策脈絡下之角色與功能；二、建構園區驅動城市行銷之理論架構；三、提出具體政策與實務策略。研究方法採文獻探討與案例比較，結合創意城市理論、產業群聚理論與品牌治理理論探討，並進行國內外重要文創園區十二案例比較分析。研究結果指出，文創園區不僅是文化活動場域，更是城市品牌敘事平台。結論強調應建立公私協力與市民參與機制，推動節慶品牌化與夜間經濟，導入沉浸式科技與智慧旅遊，並以內容孵化與資料治理強化永續發展。最後建議政府、園區經營者與學術界共同打造城市品牌生態系，促進文化創意產業與城市行銷的長期連動。

This study examines how cultural and creative industry parks serve as key drivers of city marketing. With the rapid growth of the global creative economy and intensifying urban competition, cultural and creative industries have become crucial resources for enhancing urban visibility and competitiveness. The development of cultural and creative parks in Taiwan since 1994 reflects a policy transition from cultural preservation toward cultural industrialization and urban branding. This study aims to analyze the roles and functions of cultural and creative industry parks within both global and Taiwanese policy contexts, construct a theoretical framework for understanding how these parks drive city marketing, and propose practical policy and strategic recommendations. Using a literature review and comparative case study approach, the research integrates perspectives from creative city theory, industrial cluster theory, and brand governance theory, and examines twelve representative cultural and creative parks from both domestic and international contexts. The findings suggest that cultural and creative industry parks function not only as cultural spaces but also as strategic platforms for shaping urban brand narratives. The study concludes that sustainable development of these parks should emphasize public–private collaboration, citizen participation, festival branding, night-time economy development, immersive technologies, smart tourism, and content incubation. Building an integrated urban brand ecosystem is essential for strengthening the long-term synergy between cultural and creative industries and city marketing.