國家品牌：以台灣為例

Abstract

品牌已經成為行銷策略的有利工具之一。品牌是一個產品或服務的所有相關資訊的具體化，包含名稱、商標、以及其他的視覺元素如形象或符號。人們習慣以品牌作為購物指引，而越來越多的品牌手法，一如公司行號，也使用在國家層級，嘗試以行銷與廣告工具吸引觀光客、投資者、專業工作者、商務人士，並創造出一個美好有利的形象。因此，為了吸引資源和客戶，政治領導人與政府與民間機構和公民合作，創造一個國家品牌以展現該國的獨特性與吸引力。這個過程的驅動力主要是全球化。當全球化伴隨著越來越多的開放市場、自由的資金流動、無國境化，不想被因此被模糊化的國家便致力於創造國家品牌，已將自身與他國區分開來。目前在國家品牌研究的領域剛處在萌芽階段，也尚無共同的理論基礎、定義、策略。而國家品牌的操作早已經在做了，不能忽視它的存在，因此相關的主題需要進一步的研究與探討。 本論文嘗試探討國家品牌構想、連結的理論和實務的不同面，並建立國家品牌的定義、品牌行銷策略，並嘗試以品牌行銷策略的角度來分析台灣。最後提出一些建議以及未來研究的方向。作者將把國家品牌策略放在台灣來分析，藉由：呈現及分析台灣目前的形象、整體的印象、國際間的公眾意見，分析現有不同組織的促銷活動及其在國家品牌結構六大領域的分布：觀光業、出口促銷、投資促銷、統治管理、人民與公共外交、文化遺產。最後，討論現有的標識及口號並對相關當局提出建議。 主要的結果包括：1）國家形象對於觀光客、投資者、公司、移民、外交官、投機者、專業人士、以及外國客戶等在做他們的決定前評估時，是個重要的外在因素；2）國家，正如產品和公司需要藉助促銷來提升其獨特性，使得世界意識到其進步發展、文化、和其他的國家特質；3）根據分析台灣國家品牌的特性，可以清楚的看見，台灣國家品牌的促銷主要是藉由定點品牌和出口品牌的促銷來達成，因此產生了不相偁的形象，且無法有效展示台灣其他的獨特性，如人民的特質、傳統與現代的獨特結合等；4）台灣需要連貫而協調的組織，透過政府及民間的運作來創造一個傘狀國家品牌.

Branding has become one of the most powerful tools in the marketing strategy. A brand is the symbolic embodiment of all the information connected with a product or service and it usually includes a name, logo, and other visual elements such as images or symbols. People still use brands as a cue in their purchasing decisions. More and more often the term branding is used in connection to countries, which like companies compete with each other and try to brand themselves using marketing and advertising tools to attract tourists, investors, talented specialists, businessmen, and create a fair and favorable image in the eyes of the world. Therefore in order to attract resources and “customers” to the country, political leaders and government in cooperation with private sector and citizens should create a State Brand to show the unique and attractive features of their nation. The main drive of this process is globalization. As the world becomes more and more globalized with open markets, free capital movement and transparent borders, countries, which do not want to be blended together, make efforts to differentiate themselves from others by creating a State Brand with unique core message and composition. The field of country branding research is still in its infancy and has no common theoretical base, definition and strategy. Moreover, country branding is already happening and impossible to ignore. This all makes this topic relevant for further research and investigation. Present Thesis research tries to investigate various aspects of Country brand construct and bridge theory and practice, work out possible definition for Country branding, work out the Strategic Marketing branding strategy and analyze Taiwan as an example trying to apply Strategic Marketing branding strategy. Finally give some recommendations and policy implications, as well as give some directions for future research. The author will present the case analysis of Taiwan in terms of country branding and promotion. Author will try to apply Country Branding Strategy to Taiwan, using the following methodology – presenting and analyzing the current image of Taiwan and general impression and international public opinion, all being a part of a country image audit; later, author will present the analysis of current promotional campaigns of various organizations and across all six dimensions of a country brand construct – tourism, export promotion, investment promotion, governance, people and public diplomacy, culture and heritage; finally, logo and slogan will be analysed and some suggestions to the leading authorities will be given. The main results obtained – 1) country images are important extrinsic clues in product evaluations that customers tourists, investors, companies, immigrants, diplomats, venture capitalists, talented professionals, foreign consumers and many others make in their decisions; 2) countries, same as products and companies need promotion to show its peculiarities and uniqueness, making the rest of the world aware of its achievements, culture and other significant national characteristics; 3) according to the analysis and presented Taiwan branding initiatives, we can clearly see, that the promotion of Taiwan is done mostly in terms of Destination Branding and Export Brands promotion, which creates a disproportionate image and does not show all of the unique sides of its Brand, such as peoples’ characteristics, unique combination of traditional cultural heritage and modern culture; 4) Taiwan therefore needs a consistent and coordinated campaign under the leadership of government and private sector to create an umbrella state brand.