地方政府行銷： 區域主義下的創新競爭策略
陳暉淵
《摘要》
近年來，學術界及實務界常使用「創新體系」（Innovation System）概念來說明生產者與使用者在科技建制和生產體系中的互動關 係，並強調生產體系創新能力的重要地位。基於此，本文界定創新 的意涵是一種策略競爭，運用開創新的產品、新的服務方式、新的 技術、及新的市場等等，來創造新的各種可能機會。奠基在創新體 系的論述下，本文主要探討地方政府行銷的策略性思考，藉以展現 地方的競爭優勢，尤其是在區域主義的發展趨勢中。在分析的層次上，本文從區域的角度出發，首先討論全球化下區域內治理活動的相關概念，例如：區域整合、區域間主義、區域治理、府際治理及 跨域治理等；其次，探討創新競爭策略的觀點，強調創新體系的價 值被連結在區域的系絡中，區域創新的主體、中介、學習、互動、 網絡及策略等面向是討論的重點；最後，聚焦在行銷的主軸上，除 了回顧地方政府行銷的傳統理論外，本文嘗試整合區域與創新的觀 點，提供若干區域創新競爭策略的政策建議給宜蘭縣政府，期待能發揮拋磚引玉的功效。
關鍵詞]：區域主義、創新競爭策略、政府行銷、創新體系
Local Government Marketing: An Innovative and Competitive Strategy under Regionalism
Huei-Yuan Chen
Abstract
In recent years, both the academic community and the practitioner community have often used the “innovation system” concept to explain the interactive relations set up by the producers and users in the production system, and to emphasize the important position of the innovational ability in that system. According to this view, this paper defines innovation as a kind of competitive strategy, employing the new products, new services, new techniques, new markets and so on for creating any possible chances. Based on the theories of the innovation system, this paper mainly inquiries into the thinking of the strategy in the local government marketing, showing the competitive advantage of the locality, particularly in the trend of regionalism. With the analytical and regional views, this paper sets out to discuss the related concepts of regional activities under globalization, such as regional integration, interregionalism, regional governance, intergovernmental governance, cross-boundary governance and so on. Besides, this paper explores the perspective of innovative competitive strategy, emphasizing that the value of innovation system should be linked to the regional context, and arguing that the subject, intermediary, learning, interaction, network and strategy of regional innovation should be the points of discussion. Lastly, focusing on the axis of marketing, this paper not only reviews the related theories of local government marketing, but also tries to integrate the viewpoints of region and innovation, in order to provide some policy suggestions to Yilan County Government, and to expect to “throw out a minnow to catch a whale.”
Keywords: regionalism, innovative competitive strategy, government marketing, innovation system