本研究從城市行銷角度，以顧客導向為核心理念，擬尋找出影響基隆市城市行銷發展之重要因素。藉由城市行銷相關文獻的分析與彙整，擬定基隆城市行銷重要影響因素評估構面(包括形象行銷、吸引力行銷、基礎建設行銷、與民眾行銷等四項評估構面)，及其二十項評估準則。以模糊層級分析法為研究方法，建構基隆城市行銷重要影響因素模糊評估模式，並以遊客與在地居民為評估者，計算基隆城市行銷重要因素評估構面及其準則的相對權重值，同時進行各相對權重值之重要性比較。研究結果顯示，遊客最重視「吸引力行銷」，而居民之首要關心議題是「形象行銷」。經由案例的導入，驗證本研究所提出的模糊評估模式具有可行性與實用性，期能作為地方政府相關單位與旅遊業者推廣城市行銷、提昇觀光旅遊服務品質之重要參考依據。

Based on the city marketing perspective and customer-oriented behavior, the study attempts to figure out the critical factor of Keelung city marketing development. According to the collected and analyzed city marketing literature, this study develops four evaluation dimensions of Keelung city marketing, including image marketing, attraction marketing, infrastructure marketing, and people marketing. Then it comes out twenty criteria of four dimensions for Keelung city marketing. By using fuzzy analytic hierarchy process (FAHP), this study develops a fuzzy evaluation model of Keelung city marketing, taking tourists and residents as the example, comparing relative-weights by applying four evaluation dimensions and its criteria of fuzzy evaluation model. The results indicated that tourists considered “attraction marketing” to be the most important factor affecting Keelung city marketing. Moreover, residents weighted “image marketing” as the most important factor affecting Keelung city marketing. The results also prove the feasibility and practicality of the fuzzy evaluation procedure on Keelung city marketing proposed by this study. The fuzzy evaluation model will help governments and tourism industries to facilitate tourism promotion and marketing, and provide an important reference for improving traveling services.