The main purpose of the research is to examine how to evaluate good governance, capacity-building, marketing communication strategy, performance measures based on the empirical results. Related literature is reviewed for building the indicator of the research construct. The paper examines the global platform for interface marketing and management for the city context. Governance dimensions include antitrust, liability, consumer protection and intellections. Capability consists of transportation, manufacturing and communication facilities. Performance measures include economic performance and welfare indicators. The research employs the mail survey and interview research methods to collect data from 172 government officers. Good governance, capacity-building strategy, marketing communication strategy, performance measures were reviewed and provided an adequate model for improving policy performance. A city owns good governance and capacity-building, this can attract more business investment for maintaining unique characteristics and competitive advantages. A set of city marketing activities could be an effective policy instrument to achieve the goal of sustainability development and better performance for communicating city citizens. The research also applies the case study and questionnaire survey for examining the research issues empirically. Tainan and Kaohsiung City in Taiwan were selected for research subject for building the measurement indicators. The study tests the predictions of relationships by using mail survey data from chain store and franchise firms and employ structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) to analyze the research questions. Results show that governance, capacity-building, citizen communication strategies are key factors in reinforcing cities performance. This research suggests the authority governance and capacity-building systems regularly. Meanwhile, the main issue is how to implement good governance, capacity-building, citizen communication strategy toward sustainability development and performance. This research suggests policy assessment, policy recommendation, policy alternatives and city marketing implications in the future. The study ends with a discussion of theoretical and managerial implications.

After the Sea Prince oil spill accident in 1995, the korean government has taken a measure to establish an emergency response system and equip clean-up capacity against large spill, major contents of which are as follows: First, Korea Marine Pollution Response Corporation has been established as a non-government organization for recovery of spilled oil in order to improve private response capabilities. Second, clean-up equipments, such as large clean-up vessels and oil fences for the open sea operation has been expanded. Third, a national contingency plan on the large spill accidents has been established compliance with the provisions of Article 6 of the OPRC 1990. However, there exist some problems in the national response system, such as clearly roles definition between government and private agencies; propel amendment of the Marine Pollution Prevention Act to incorporate major contents of the OPRC 1990; and training and exercises of clean-up personnel. With the above problems in mind, this paper reviews the current issues on the national oil pollution response system and recommends policy-making to tackle to those problems.