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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
dc.contributor.author | Lahvinovich Yuliya | en |
dc.contributor.author | 尤莉雅 | zh_TW |
dc.date.accessioned | 2021-06-13T02:13:23Z | - |
dc.date.available | 2007-06-15 | |
dc.date.copyright | 2007-06-15 | |
dc.date.issued | 2007 | |
dc.date.submitted | 2007-06-04 | |
dc.identifier.citation | References
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New Jersey: Prentice Hall Brymer, C., (2003) “Branding A Country”, Available from www.interbrand.com Caldwell, N., and Freire, J.R., (2004) “The differences between branding a country, a region and a city: Applying the Brand Box Model”, Journal of Brand Management, Vol.12, No.1, pp.50-61 Cromwell, T., (2005) “Why Nation Branding Is Important For Tourism”, Available from http://www.eastwestcoms.com/Why-Nation-Branding-Is-Important-For-Tourism.htm Cromwell, T., & Kyriacou, S., “Nation Branding: The concept and benefits of nation branding”, Available from www.diplomatictraffic.com/opinions_archives.asp?ID=75 93 Davies, R., (2003) “Branding Asian Tourist Destinations - A series”, Available from http://www.asiamarketresearch.com/columns/tourism-branding.htm DeVincente, J., (2004) “State Branding in 21st Century” Master’s thesis, The Fletcher School Domeisen, N., (2003) “Is there a case for national branding?” International Trade Forum, No. 1, pp.14-16 Einhorn, B., et al. (2005) “Why Taiwan Matters”, Business Week, May 16, Available from http://www.businessweek.com/magazine/content/05_20/b3933011.htm Gardner, S., and Standaert, M., (2003) “Estonia and Belarus – Branding the Old Bloc”, Available from http://www.brandchannel.com/features_effect.asp?pf_id=146 Georgescu, A., and Botescu, A., (2004) “Branding National Identity” Master’s thesis, Lund University, Available from http://theses.lub.lu.se/archive/sob//soc/soc04020/SOC04020.pdf Gilmore, F., (2002) “A Country – Can it be repositioned? Spain- the success story of country branding”, Journal of Brand Management, Vol.9, No.4/5, pp.281-294 Gnoth, J., (2002) “Leveraging export brands through a tourism destination brand”, Journal of Brand Management, Vol. 9 No. 4/5, p.262 Jaffe, E., and Nebenzahl, I., (2001) “National Image and Competitive Advantage”, Copenhagen Business School Press Kotler, P., (1997) “The Marketing of Nations: A Strategic Approach to Building National Wealth”, Free Press, New York Kotler, P., (2003) “Nation as a Brand”, The Economic Times, Available from 94 http://economictimes.indiatimes.com Kotler, P., Asplund, C., Rein, I., Haider, H.D., (1999) “Marketing Places Europe”, Prentice Hall Kotler, P., & Gertner, D., (2002) “Country as brand, product and beyond: A place marketing and brand management perspective”, Journal of Brand Management, Vol.9, No.4/5, pp.249-261 Kotler, P., Haider, D., and Rein, I. (1993) “Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations”, Free Press, New York Kotler, P., Haider, D., Hamlin, M.A. and Rein, I., (2002) “Marketing Asian Places: Attracting Investment, Industry and Tourism to Cities, States and Nations”, John Wiley & Sons, New York Kyriacou, S., and Cromwell, T., (2001) “Corporate Strategies for a Nation's Success” http://www.eastwestcoms.com/Corporate-Strategies-for-a-Nation's-Success.htm Morgan, N., Pritchard, A., and Piggott, R., (2002) “New Zealand, 100% Pure. The creation of a powerful niche destination brand”, The Journal of Brand Management, Vol. 9. No. 4/5, p.335 Nworah, U., (2005) “Nigeria as a Brand”, Available from www.brandshannel.com/papers_review.asp?sp_id=604 Nworah, U., (2006) “Rebranding Nigeria: Critical Perspectives On The Heart Of Africa Image Project”, Available from http://www.brandchannel.com Olins, W., (1999) “Trading Identities: Why Countries and Companies Are Taking on Each Others' Roles”, The Foreign Policy Centre Olins, W., (2002) “Opinion piece: Branding the nation – the historical context”, Journal of Brand Management, Vol.9, No.4-5, pp.241-248 95 Olins, W., (2003) “Nations should establish a brand” Design Week, Jul. 10, p.7 Olins, W., “National Branding in Europe”, Available from http://www.sbs.ox.ac.uk/news/archives/MBA/National+branding+in+Europe.htm Papadopolous, N. and Heslop, L., (2002) “Country equity and country branding: Problems ad Prospects” Journal of Brand Management, Vol.9, No.4/5, pp.294-314 Peterson, P.G., (2002) “Public Diplomacy and the War on Terrorism”, Foreign Affairs, September-October Phan, S., (2005) “Why branding a nation is the key in this economy”, Available from www.allaboutbranding.com/index.lasso?article=238 Prasso, S., (2005) “Taiwan Without Manufacturing?” Available from http://sheridanprasso.com/asus_interview.htm Robinson, K., (2003) “Tourism: It’s About Managing Competitiveness, Too” International Trade Forum, Iss.1 Shuman, M., (2005) “Taiwan Steps Up”, Time, June 25, Available from http://www.time.com/time/magazine/article/0,9171,501050704-1077201,00.html Vaknin, S., (2005) “Nation Branding and Place Marketing”, Available from http://samvak.tripod.com/nationbranding.html Van Auken, B., (2005) “The Branding of Nations”, Available from http://www.adhub.com/columns/bradvanauken08.html 96 Van Ham, P., (2001) “The Rise of the Brand State: The Postmodern Politics of Image and Reputation”, Available from www.eastwestcoms.com/The-Rise-of-the-Brand-State.htm Walvis, T. (2001) A book review of “The Branding of Nations by Stardust New Ventures” ITC International Trade Forum Internet Resources: American Marketing Association http://www.marketingpower.com/ Branding Greece project. http://www.brandinggreece.com/ Branding Taiwan http://brandingtaiwan.org Council for Cultural Affairs, Taiwan http://english.cca.gov.tw/mp.asp Council for Economic Planning and Development http://www.cepd.gov.tw Challenge 2008, National Development Plan (2002-2007,) Doubling Tourist Arrivals Plan http://admin.taiwan.net.tw/english/bulletin/File/200507/ndp.pdf?relno=73 Global Competitiveness Report, World Economic Forum http://www.weforum.org Government Information Office, Republic of China http://www.gio.gov.tw/ International Media Communications www.brandinganation.com Invest In Taiwan, Department of Investment Services http://investintaiwan.nat.gov.tw 97 Ministry of Economic Affairs, R.O.C http://w2kdmz1.moea.gov.tw Ministry of Finance, R.O.C http://www.mof.gov.tw Multinational Survey on Image of Taiwan, http://english.www.gov.tw/e-Gov/index.jsp?print=&categid=176&recordid=88863&contentpage =1 Nation Branding http://www.sourcewatch.org/index.php?title=Nation_branding Overseas Compatriot Affairs Commission, R.O.C http://www.ocac.gov.tw/english/public/public.asp?selno=822&level=C&no=687 Portal of Republic of China Diplomatic missions http://www.roc-taiwan.org Regional Executive Forum 2002, Session 6 - Competitive Advantage and National Image? Is There a Case for National Branding? http://www.intracen.org/execforum/ef2002/session6.htm Taiwan Economic and Cultural Office http://www.teco.org.au Taiwan External Trade Development Council (TAITRA) http://www.taitra.com.tw Taiwan Images http://www.taiwan-image.tw/ Taiwan Touch Your Heart http://taiwan.net.tw Taiwan Trade http://www.taiwantrade.com.tw Taiwan Yearbook 2006 http://www.gio.gov.tw/taiwan-website/5-gp/yearbook/20Tourism.htm | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30719 | - |
dc.description.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. | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T02:13:23Z (GMT). No. of bitstreams: 1 ntu-96-R92724093-1.pdf: 2290448 bytes, checksum: c37c6c587cc10ef26d7629f0bc571222 (MD5) Previous issue date: 2007 | en |
dc.description.tableofcontents | Table of content
Ch 1.Introduction………………………………………….…..….1 1.1 Country Branding Phenomenon…………………….…......1 1.2 Relevance and Motivations for Study………………………...……………...….6 1.3 Purpose and Brief Framework………………………………..…………….…...8 Ch 2. Literature Review. State Branding: Theory and Practice…..…..…….….11 2.1 Literature Review…………………………………………………………..….11 2.2 General brand concepts and definitions……………………….……….…..…18 2.2.1 Brand and Branding..……………………………………………..….....18 2.2.2 Country as a Brand……………………………………………….…….20 2.2.3 Country-of-origin……………………………………………….…...…22 2.2.4 Brand and Country Image, Country Equity and Identity…………....…23 2.3 Dimensions of Country Branding………………………………………....…26 2.3.1 Tourism Promotion……………………………………………….…....26 2.3.2 Export Promotion ……………..…………………………….…………30 2.3.3 Investment and Immigration…………………………...……….……...31 2.3.4 Governance…….…………………………………………….…….…..32 2.3.5 Culture and Heritage……………………………………………….….32 2.3.6 People and Public Diplomacy…………………………………….…...34 2.4 Country Branding Strategy…………………………………………….....…..35 2.4.1 Strategic Marketing Analysis…………………………………….……36 2.4.2 SWOT Analysis………………………………………………………..44 2.4.3 STP and 4P Strategies…………..……………………………………...44 2.4.4 Logo and Slogan………………... ……………………………………45 v Ch. 3 Taiwan Country Branding: Case Studies. …………………………….....49 3.1 Taiwan’s Current Image in World…………………………………..……….49 3.1.1 General Impression of Taiwan…………………………………………49 3.1.2 Global Ranking of Taiwan……………………………………………..52 3.1.3 Tourism Competitiveness………………………………………………53 3.1.4 Investment Image………………………………………………………55 3.1.5 Cultural image………………………………………………………….55 3.2 Dimensions of Taiwan Brand and Current Promotional Campaigns………....56 3.2.1 Tourism Promotion Strategy……………………………………………56 3.2.2 Export Promotion…………………………………………………….…61 3.2.3 Investment Promotion…………………………………………………..64 3.2.4 Public Diplomacy………………………………………………….……66 3.2.5 Culture Promotion………………………………………………………68 3.3 Country Branding Strategy………….…………………………….…………..70 3.3.1 SWOT Analysis……………..…………………………………………..70 3.3.2 STP and 4P Strategies…………………………………………………...73 3.3.3 Logo and Slogan..……………………………………………………… 74 Ch.4 Conclusion and Discussion……..…………………………………………...83 4.1 Major Findings………………………………………………………………..83 4.2 Strategy and Policy Implications……………………………………………...84 4.3 Research Limitations………………………………………………………….87 4.4 Future Research Directions……..………………………………………..……87 References…………………………………………………………………………..92 Appendix…………………………………………………………………………….98 | |
dc.language.iso | en | |
dc.title | 國家品牌:以台灣為例 | zh_TW |
dc.title | Country as a Brand: Taiwan-based example | en |
dc.type | Thesis | |
dc.date.schoolyear | 95-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 謝明慧(Ming-Hui Xie),林俊昇(Jun-Shen Lin) | |
dc.subject.keyword | 品牌,國家品牌,國家形象,國家認同,定點品牌, | zh_TW |
dc.subject.keyword | brand,country branding,national image,national identity,country brand, | en |
dc.relation.page | 110 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2007-06-05 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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