幸運名稱與華人金融行銷之企業品牌化策略

Lucky Names and Corporate Branding Strategy for Chinese Bank Marketing

張力(William Li Chang) ； 謝閔瑜(Rich M. H. Hsien)

《評價學報》 8期 (2015/08) Pp. 1-16

摘要

摘要：本文係探索華人迷信幸運名稱對於企業品牌化策略之命名決策的影響，檢驗幸運筆劃數之命名原則，並依現存學理發展出可供驗證的假設。本研究從台灣企融產業中，蒐集了128家的企業名稱，經實證調查後，超過50%之企業命名決策結果，其名稱總筆劃數係幸運筆劃數。最後，本研究針對幸運名稱應用於華人企業品牌化策略上，提出下列三點建議，第一、慎選姓命學專家；第二、幸運名稱可以成為一項行銷工具；第三、全球化企業可以利用幸運名稱回應中華經濟圈。

關鍵字

迷信 ； 企業品牌化 ； 中文品牌名稱 ； 幸運名稱 ； 筆劃數

並列摘要

Abstract: The aim of this article is to explore the impact of Chinese superstitious beliefs for lucky names on corporate branding strategy in brand-naming decision making. Therefore, we examined these principles of total stroke number for Chines lucky names and developed relative hypothesis. In this study, 128 corporate names in Taiwanese financial industry were selected; Chi-square test and Binomial test were employed to analyze these data. Results showed that the total number of strikes for over 50% of the corporate names were of auspicious numbers. Three suggestions are further provided for applying lucky names in Chines corporate branding strategy. Firstly, managers should be cautious in selecting a nomenclature specialist. Secondly, lucky names can be used as a marketing tool. Finally, global enterprises may use lucky names to help their efforts to enter the Chinese commonwealth market.

並列關鍵字

Supernatural Beliefs ； Corporate Branding ； Chinese Brand Name ； Lucky Names ； Total Stroke Number