城市識別指投資者、遊客、居民等多元利害關係人隨著時空背景、歷史文化、個人特質、生活方式對城市產生出不同印象 (Kotler, Haider & Rein, 1993)，品牌建構前我們必須先釐清城市所欲呈現的形象。身為品牌規劃者(政府領導者)對於城市形象必定有自己的期許，並通過策略執行傳遞予目標客群，倘若品牌規劃者與實際執行單位(政府員工)對於城市識別產生落差時，將導致執行不到位，進而影響投資、觀光、移居的意願。
曾為世界第三大貨櫃港的高雄,使產業發展與高雄港密不可分，1970年代基於國家產業結構升級、十項重大建設等政策考量，高雄轉為鋼鐵、石化產業重鎮，
1980年代產業結構轉型、人口外移、環保意識興起使高雄產業受到衝擊，政府從1990年代開始利用港灣改造、推動產業轉型政策，企圖扭轉早期重工業、高污染城市形象，發展經貿為主體的港灣城市，惟從產業結構、人口增加率、空氣污染指數等相關數據顯示，尚與經貿港灣城市的品牌定位有相當大的差距，本研究欲以企業識別作為理論基礎，剖析政府領導者、政府員工、投資者三者對於高雄的城市識別，期望研究所獲得的具體結論能作為未來政府城市治理、經濟發展政策的參考依據。
本研究資料獲得通過兩種方式進行，政府領導者對於高雄的城市識別將蒐集、整理二手資料，政府員工與投資者資料則藉由半結構訪談方式，最後彙整前開資料相互檢證後提出兩大研究發現：
一、城市風貌與生活脈動：
高雄擁有良好的自然環境、城市街廓規劃完善，加上市區鄰近港灣，為城市增添悠閒生活氛圍，惟早期發展重工業讓許多人對於高雄仍存在高污染的城市印象，政府領導者為此提出空污減量計畫，期盼讓高雄成為宜居城市。
二、城市經濟與商業發展：
政府提供的「媒合服務」政府員工與投資者兩者有著不同見解，政府員工認為政府應擔任中介者整合產官學資源，投資者則認為現今資訊透明，公司能自行洽接，媒合不具實質效益；「投資誘因」中政府員工與投資者均認為租稅獎勵對於企業是最強烈的誘因，而投資者認為現行補助中執行成果須通過機關審核方能獲得，存在不可預期性，將使企業投資趨於保守，對於產業發展的實質效益有限。
依據研究結果提出建議如下：
一、鎖定核心發展產業：
為扭轉高雄重工業城市形象，高雄市政府嘗試發展不同類型產業，但至今仍難以完全替代製造業產值，未來高雄該如何發揮自身優勢，找出合適的核心產業至為關鍵。
二、企業投資誘因
租稅政策僅是達成經濟成長的要素之一，健全的城市基礎設施、充足的人才資源、優質的生活機能亦是企業投資評估要件，未來可以參考美國矽谷天使投資概念，。政府負責優化投資環境，資金則由民間資源導入，讓公司運作更具彈性，利於整體產業發展。
三、釐清政府媒合效益
現行媒合機制實際執行過程受到人力與預算資源有限易流於單次性活動，難以滿足不同類型公司需求，未來可以針對公司規模大小擬定符合的內容，讓媒合服務發揮實質效益。

The city identity refers to the different impressions that investors, tourists, residents and other stakeholders have of the city in terms of time and space, history and culture, personal characteristics and lifestyles (Kotler, Haider & Rein, 1993). Before branding, we must first define the image that the city wants to present. Brand planners (government leaders) must have their own expectations of the city's image and communicate them to the target audience through strategy implementation. If there is a discrepancy between the brand planners and the actual implementation units (government employees) in terms of city identification, this will lead to poor implementation and make it difficult to build a sense of city identity among the target groups (investors, tourists and residents), which will in turn affect the desire to invest, visit and move to Kaohsiung.

Once the third largest container port in the world, Kaohsiung's industrial development was inextricably linked to its port. In the 1970s, Kaohsiung was transformed into a steel and petrochemical industry hub due to national policies such as industrial upgrading and the ten major construction projects. In the 1980s, the transformation of the industrial structure, the out-migration of population and the rise of environmental protection awareness, have impacted on Kaohsiung's industries. In the 1990s, the government began to make use of the harbor renovation and industrial transformation policies in an attempt to reverse its image as a city of heavy industry and high pollution and to develop a harbor city with economic and trade as its main focus. However, the industrial structure, population growth rate, air pollution index and other relevant data show that the reality is still quite different from the brand positioning of Kaohsiung as an economic and trade port city. This study aims to use corporate identity as a theoretical basis to analyze the city identification of Kaohsiung by government leaders, government employees and investors, in the hope that the specific conclusions obtained from the study will serve as a reference for future government policies on urban governance and economic development.

The data collection for this study was carried out in two ways. Government leaders' identification of the city of Kaohsiung will be obtained through the collection of secondary data. Data from government employees and investors were collected through semi-structured interviews. Finally, the data from the previous studies will be collated and cross-checked to produce two major findings:
I. Urban Landscape and Life Dynamics
Kaohsiung has a good natural environment and a well-designed urban streetscape. Kaohsiung's proximity to the harbor adds to the city's relaxed atmosphere. However, the early development of heavy industry has created a well-developed manufacturing cluster, which has also brought with it the problem of air pollution. Many people still have the impression that Kaohsiung is a "highly polluted and heavy industry" city, and the leaders have proposed an air pollution reduction plan to make Kaohsiung a livable city.
II. Urban Economic and Commercial Development
Government employees and investors have opposing views on the "matchmaking services" provided by the government. Government employees believe that the government should act as an intermediary, integrating industry, government and academic resources to serve both supply and demand. Investors, on the other hand, believe that nowadays, with the availability of information, companies are able to make their own contacts and that matchmaking services are not really beneficial. Among the "incentives for investment", both government staff and investors considered the rental tax incentive to be the most attractive option. Investors believe that the unpredictable nature of the current incentives, which are subject to institutional scrutiny, has led to a conservative approach and limited tangible benefits to the industry.
Based on the findings of the study, the following recommendations are made:
I. Core Industries
In order to change the image of Kaohsiung as a "heavy industry city", the Kaohsiung government has tried to promote different types of industries. However, it is difficult to replace the manufacturing industry with other industries. How Kaohsiung can give full play to its own strengths and identify the right core industries has become a crucial issue.
II. Incentives for business investment
Tax policy is only one of the factors for economic growth. Sound urban infrastructure, sufficient human resources and quality of life are also factors for business investment assessment. In the future, reference can be made to the concept of angel investment in Silicon Valley in the US. In other words, the government will be responsible for optimizing the investment environment, while private resources will be channeled into the company, allowing it to operate more flexibly and facilitating the overall development of the industry.
III. Clarifying the benefits of government matchmaking
The actual implementation process of the current matchmaking mechanism is limited by human and budgetary resources and tends to be a one-off activity, making it difficult to meet the needs of all different types of companies. In the future, the content of matchmaking can be tailored to the size of the company, so that the benefits can be realized rather than being a one-off policy.

論文審定書 i
摘要 ii
Abstract iv
目錄 viii
圖次 x
表次 xi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節研究程序 3
第四節 研究貢獻與實務意涵 5
第二章 文獻探討 6
第一節 城市品牌理論 6
第二節 企業識別理論 9
第三節 企業識別理論應用於城市相關研究 12
第三章 研究方法 15
第一節 個案研究法 15
第二節 研究設計 16
第三節 訪談設計 17
第四章 高雄城市識別分析 20
第一節 期望識別 20
第二節 實際識別 24
第三節 認知識別 27
第五章 結論與建議 31
第一節 研究結論與討論 31
第二節 研究發現與建議 35
第三節 研究限制 36
參考文獻 37
一、中文部分 37
二、英文部分 38
三、電子資源 39

一、中文部分
鄭博文、邱鴻遠（2006），高雄市城市品牌形象研究初探－民眾與政府間認知差異。公共事務評論，第7卷，第1期，P1-33。
林永堅（2009），《從政經變遷看高雄市的定位與發展》，國立台灣大學政治學系政府與公共政策碩士在職專班論文。
吳濟華（2003），《高雄市的產業—從農工、重化到高科技》，高雄：高雄市政府研究發展考核委員會。
陳茂盛（2013），探討高雄港灣城市競爭力─科技資源面向，中興大學高階經理人碩士在職專班學位論文。
行政院經濟建設委員會(2009)，高雄地區產業再生策略規劃，委託高雄都會發展文教基金會編撰。
鄭兆宏、吳濟華、張玉山(2011)，大高雄地區之優勢產業現況與潛力產業發展分析，「城市發展」半年刊，第12期。
李樑堅(2011)，高雄市產業發展面對的挑戰及推動策略，城市發展半年刊，第12期。
李仁耀(2012)，亞洲新灣區下大高雄市的產業結構調整與人力發展策略，城市發展半年刊，第13期。
郭姿麟(2019)，城市行銷與專案管理：以高雄城市品牌重塑工程為例，中國地方自治，第72卷，第4期， P35-52。
林金定、嚴嘉楓、陳美花(2005)，質性研究方法：訪談模式與實施步驟分析，身心障礙研究，3(2)，P 122-136。
葉至誠、葉立誠（1999）研究方法與論文寫作，台北：商鼎文化，P 138-156。
高雄市政府(2020) ，109年第3屆第4次定期大會市長施政報告。
高雄市政府(2021) ，110年第3屆第5次定期大會市長施政報告。




二、英文部分
Anholt, S. (2006). The anholt-GMI city brands index: How the world sees the world’s cities. Place Branding, 2(1), 18-31.
Anholt, S. (2007). Competitive identity. The new brand management for nations, cities and regions. Basingstoke, United Kingdom: Palgrave Macmillan.
Balmer, J. M. T., & Soenen, G. B. (1999). The ACID test of corporate identity management. Journal of Marketing Management, 15, 69-92.
Balmer, J. M. T., & Greyser, S. A. (2003). Revealing the corporation: perspectives on identity, image, reputation, corporate branding, and corporate- level marketing. London: Routledge.
Govers, R., & Go, F. M. (2009). Place Branding: Glocal, virtual, and physical constructed identities, imagined and experienced. Hampshire: Palgrave Macmillan.
Hankinson, G. (2004). Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2), 109-121.
Ina A. Murwani & Anggun Melati(2018) ,Adaptation of Corporate Identity Model (AC2ID Test) to Measure a City Identity - Case of Bandung, Indonesia,Pertanika Journal of Social Sciences & Humanities , Vol. 26T, p281-296.
Keller, K. L. (2003), Strategic brand management: building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, N. J.; Great Britain: Prentice Hall.
Kotler, P., D. H. Haider and I. J. Rein, I. J. (1993), Marketing places: attracting
investment, industry, and tourism to cities, states, and nations. New York.
Kavaratzis, M. (2004). From city to city branding marketing: Towards a theoretical framework for developing city brands. Place Branding, 1(1), 58-73.
Minichiello V., Aroni R., Timewell E. & Alexander L. (1995) In-depth Interviewing, Second Edition. South Melbourne: Longman.
Nishizawa, A., Habuki, N. (2006). TOL Saiko. Sangakukan Renkei Jyanaru, 2(11), 4.
Oguztimur, S. and Akturan, U. (2015) . Synthesis of city branding literature (1988–2014) as a research domain. International Journal of Tourism Research,doi: 10.1002/jtr.2054.
Trueman, M.,Klemm, M. and Giroud, A. (2004) Can a city communicate?
Bradford as a corporate brand. Corporate Communications: An
International Journal, Vol. 9, No. 4, pp. 317–330.
W Irawan, YA Widyaningsih(2015) . Overcome gaps and identity city branding performance(Medan citybranding). South East Asia Journal of Contemporary Business, Economics and Law, Vol. 8, Issue 2.
Zenker, S., & Beckmann, S. C. (2012). Place branding: The issue of a narrowed tourism perspective. In R. H. Tsiotsou, & R. E. Goldsmith (Eds.), Strategic marketing in tourism services. Bingley: Emerald.
Zhang, L. & Zhao, X.L.(2009). City branding and the Olympic effect: A case study of
Beijing. Cities, 26, 245–254.

三、電子資源
高雄招商網 https://invest.kcg.gov.tw/
高雄市政府經濟發展局 https://edbkcg.kcg.gov.tw/Default.aspx
高雄市政府 https://www.kcg.gov.tw/Default.aspx
高雄展覽館 經貿高雄http://www.kecc.com.tw/tw/cityEconomy.asp
KAOHSIUNG INDEX 高雄經站https://khindex.tier.org.tw/
內政部戶政司全球資訊網https://www.ris.gov.tw/app/portal/346
陶本和(2017，2月23日) ，陳其邁期望替心愛故鄉做更多 對高雄的想像是這個，ETtoday新聞雲，資料引自https://www.ettoday.net/news/20170223/872838.htm#ixzz6uLW7rgGa
楊宏基(2018，10月153日) ，陳其邁網路戰開打 「看見大海」回應期盼細數政績，新頭殼newtalk，資料引自https://newtalk.tw/news/view/2018-10-15/153118
李明軒(2020，6月18日)，重返鹽埕輝煌年代：高雄產業發展的未來該往哪走，鳴人堂https://opinion.udn.com/opinion/story/12705/4643627?from=udn-referralnews_ch2artbottom
黃信維(2020，7月26日)，中美競爭揭幕全球變局　陳其邁提6大產業策略：高雄機會稍縱即逝，風傳媒，資料引自https://www.storm.mg/article/2880509
鄭宏斌(2020，8月13日)，專訪/提振高雄經濟 陳其邁要打造全球最強半導體聚落，今日新聞，資料引自https://today.line.me/tw/v2/article/Y8m5JN
黃揚明(2020，8月19日)，【陳其邁專訪】雙箭上弦翻轉高雄　陳其邁施政藍圖，鏡周刊，資料引自https://www.mirrormedia.mg/story/20200818inv002/
馮紹恩(2020，9月30日)，「打狗」更名百年 高雄市長陳其邁如何掌舵港都，城市學，資料引自https://city.gvm.com.tw/article/74915