A Study On The City Image Of "Wenchuang Taipei"

Under the background of the development of globalization and informatization, country’s image is gradually replacing by the rising city. In this case, the countries around the world are committed to the development of their own’key characteristics’ In recent years, it’s gradually widespread that city enhances or promote their own image through events, such as Avignon Arts Festival of France, World Expo, International Exhibition and so on, are all the ways of promoting cities by events.Taipei City also attempts to promote its city image by lots of festival activities in recent years. However, it’s no longer special that the city imageis promoted only by events, integrated into the key characteristics is the key point. Taipei positioned its own key characteristics after the measure and policy evaluation-Cultural and Creative Industries, then actively hope to promote the soft power of Taipei City-the city image of Cultural Creative Industries, like the12Cultural Creative Industries identified by Taipei City through holding the core festival activities. Hoping to achieve the ultimate goal of promotion of’Cultural and Creative Taipei’by a series of cultural and creative festival activities.The city is regarded as products in this study, implanted event marketing into City image communication, judged and analyzed it according to the marketing mix of Hoyle to measure the main surface of two typical event marketing cases. Through position, products, price, place and promotion of the five influence factors of event marketing, inquired into how to make the key link of the event marketing that all need to pay attention to the cultural and creative image of the city as a core planning. The cultural and creative image of Taipei City will be slowly strengthened after the activities execution year by year.This research is mainly about how festival activities build the cultural and creative image of Taipei and show the key characteristics of Taipei, which is Cultural and Creative Industries, andhow to promote the city image of cultural and creative Taipei through those activities. It’s available for the cities all over the world for reference which wants to actively promote cultural and creative city image at present.