Exploring City Marketing Strategies, Framing Analysis and Organizational Culture: Using the Taipei 2017 Universiade as the Case Study

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The main purpose of this study is to explore strategies for city marketing of Taipei Universaide, and how Taipei Universaide organizing committee (TUOC) framing their own promotion campaigns. Another main research question is: in what way do the organizational cultures of both brand advisory team and TUOC influence the planning of marketing promotion? This study collects promoting campaign information of Taipei Universaide by participation observation and interviewing three key persons for this event. The study finds that, first, establishing organizational culture is a primary step of promotion campaigns, and it is also the most important key issue. The brand advisory team obviously influenced the TUOC in organizational culture. Second, the promotion framework of TUOC is set to “defend the home field”. In terms of city marketing, the personnel marketing contributed the best result. Lastly, TUOC effectively applied the “frame alignment” in marketing promotion.