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研究生:陳彥揚
研究生(外文):Yen-yang Chen
論文名稱:打造國家品牌策略之研究-以台灣及紐西蘭的產品來源國形象及觀光地形象為例
論文名稱(外文):The Strategy of Country Branding- A Case Study of Country of Origin Images and Destination Images on Taiwan and New Zealand
指導教授:葉匡時葉匡時引用關係陳以亨陳以亨引用關係
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:95
中文關鍵詞:觀光地形象國家品牌產品來源國形象台灣紐西蘭
外文關鍵詞:destination imagescountry of origincountry brandingNew ZealandTaiwan
相關次數:
  • 被引用被引用:27
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近年來,隨著全球化的風潮逐漸發展,國家在觀光、外銷產品、吸引投資等各個領域的競爭越行激烈。在眾多的產品選擇中,國家為了要受到消費者的青睞,開始體認到擁有良好的「國家形象」是重要的先決條件。「國家形象」乃是根源於歷史及環境的因素,而產生對於一國人民或其社會上某些組織、機構的態度,進而影響對於該國產品的評價(Schooler,1965),這些形象通常有正面有負面,並且自由地在國際社會中傳播。
本研究認為「打造國家品牌」,建立正面的國家形象、改善國家負面形象,將有助於提昇消費者消費的意願。本研究以台灣的觀光地品牌策略「觀光客倍增計劃」、台灣的產品來源國形象品牌策略「全面提昇產品形象計劃」以及紐西蘭的觀光地品牌策略為個案研究對象,探討打造國家品牌的可能性與策略。藉由文獻分析與深入訪談等研究方法,本研究認為國家形象是可以透過積極的操作手法而被改善,並認為成功的品牌策略必定符合以下三項要素:
第一,建立整合式的專職組織:建立專職組織以整合各種領域的品牌形象,避免各個領域的國家形象產生衝突或者重疊,同時可以避免資源的浪費。
第二,擁有充足與穩定的經費:打造國家品牌形象是長時間的工程,必須有充足及穩定的經費支持,以藉由長期有效的推廣以及廣告策略,讓消費者牢牢記住該國的品牌形象。
第三,具有遠見的領導者:打造國家形象是由上而下的組織結構,國家必須由一個有遠見的領導小組訂定願景、制定品牌策略、激勵全民和執行單位共同努力。
在策略制定方面,則有以下的發現
第一,「差異化」是打造國家品牌的重要項目:國家品牌的打造,除了在產品屬性上讓消費者感到不同,還必須建立情感上的連結,透過情感上的交流產生差異化的效果。
第二,打造國家品牌不是欺騙,不是造假:打造國家品牌必須根據國家本身具有的內涵與文化,找出最具代表性的特色對外宣傳,不是去創造新的國家內涵,甚至建立虛假的國家特質,對外推廣。
第三,國家品牌的推廣強調傳遞「統合的、一致的、貫徹的」訊息給消費者。統合的代表國家形象應該反應全國人民以及各利益團體的特色與利益。一致性代表國家必須整合內部所有的聲音,找出最能代表國家形象的品牌意涵,以其為宣傳主題,口徑一致地對外宣傳。貫徹的代表國家品牌的打造是長時間的工程,不是立竿見影的,因此國家及民眾必須有高度承諾,願意花費較長的時間努力以及全力的支持,不因為政府的輪替或者政治利益的糾葛而中斷打造國家品牌的工程。
With the development of globalization, countries with positive and good “country images” take more advantages when competing for tourists, products and investments in the world. Country images are attitudes that people have towards country’s people, organizations and institutions. Country images normally derive from history and environment events and will affect the evaluation of country’s products.
This research holds that “Country branding” can build up positive country images, improve negative images and increase consumers’ desire to cousume country’s products. Three cases are discussed in this research: product images and destination images of Taiwan and destination images of New Zealand. Literature review and interviews are the main research methods.
This research concludes that setting up a responsible organization, maintaining sufficient and stable fund and assigning a suitable leader are essential for the country branding strateies. Besides, when forming the country branding strategies, this research suggests that: 1) Differentiation is one of the most important concept. 2) Country branding should be based on country’s reality and features. 3) Country branding should deliver “integrated, consistent and sustainable” images to customers.
第一章 緒論
第一節 研究背景與動機………………………………………………………1
第二節 研究目的………………………………………………………………3

第二章 文獻探討
第一節 國家形象的定義………………………………………………………4
第二節 國家形象的構面………………………………………………………6
第三節 國家品牌……………………………………………………………..14
第四節 打造國家品牌的階段………………………………………………..24
第五節 本研究的觀念性架構………………………………………………..28

第三章 研究設計與方法
第一節 研究方法……………………………………………………………..30
第二節 研究對象……………………………………………………………..31
第三節 研究流程……………………………………………………………..32
第四節 研究限制……………………………………………………………..33

第四章 個案介紹
第一節 紐西蘭觀光地品牌策略……………………………………………..36
第二節 台灣產品來源國形象策略-「全面提昇產品形象計劃」………..43
第三節 台灣觀光地品牌形象策略-「觀光客倍增計劃」………………..55

第五章 個案比較與分析
第一節 國家做為品牌的意義與個案緣起之比較…………………………..64
第二節 個案策略之比較……………………………………………………..68

第六章 結論
第一節 打造國家品牌的意義與緣起………………………………………..85
第二節 打造國家品牌的策略性步驟………………………………………..86

參考文獻……………………………………………………………………………..88
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報紙
中央社 2003/11/12 2004台灣觀光年 游揆盼全民都成觀光大使
聯合報 2003/12/04 國家建立形象有請品牌專家

網站

CEO國際品牌策略高峰論壇 http://www.brandingtaiwan.com.tw
ITC Executive Forum http://www.intracen.org/execforum
Tourism New Zealand http://www.newzealand.com
台灣精品網 http://www.innovalue.cetra.org.tw
台灣觀光局入口網站 http://www.tbroc.gov.tw
觀光局台灣形象標誌識別 http://202.39.225.136/auser/a/CIS/home.html
觀光客倍增計劃全國研討會資料 http://202.39.225.136/auser/b/doublep/doublep_up.htm

其他
Tourism New Zealand Annual Report 2002/2003
第三期全面提昇產品形象五年計劃九十一年度成果報告
交通部觀光局91年觀光年報
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