如何融合文化元素打造跨文化品牌－以華人文創品牌為例

How to Build a Cross-Cultural Brand by Merging Cultural Elements: Case Study of Taiwanese Cultural Creative Brands

黃秀英(Hsiu Ying Huang) ； 侯勝宗(Sheng-Zong Hou) ； 林安鴻(Christopher Lin)

《管理學報》 32卷3期 (2015/09) Pp. 293-314

https://doi.org/10.6504/JOM.2015.32.03.03

摘要

本研究回應學者對新興國家發展全球品牌研究的呼籲，以二家來自台灣的華人文化創意品牌—品家（JIA）與法藍瓷（FRANZ）為對象，採長期探索性的個案研究法，研究此二品牌如何利用文化元素建立跨文化的全球品牌。研究結果提出三層次的文化融合策略架構，依與消費者接觸緊密程度分為：融合取向選擇、融合方式建構與融合文化呈現三層次。此理論架構，提出在地與全球文化元素的融合方式，建構廠商如何萃取文化資源並轉換成品牌價值的理論。研究結果亦顯示在跨文化品牌建構過程中，廠商的文化融合策略與消費者連結程度，以及廠商對文化融合能力的掌握，是影響建構成效的重要因素。本研究提出的文化融合策略架構與跨文化品牌打造原則，不僅可作為來自東方或新興國家發展全球性的品牌策略參考，對全球／在地消費者文化定位，與跨文化品牌建構相關理論，也有補充與增進的貢獻。

關鍵字

跨文化品牌 ； 文化融合 ； 全球品牌 ； 文化創意

並列摘要

As the increasing complex of globalization process, the conventional binary positioning strategy of an international brand, global vs. local, fails to adequately explain the rise of new cross-cultural brands, particularly, new cultural brands from emerging markets. This study explores how companies from the emerging countries, by the use of cultural resources, build up cross-cultural brands. Based on a longitudinal qualitative research on two Taiwanese cultural-creative brands, JIA and Franz, both position their brands by merging the western and eastern cultures, this study proposes a three-level framework cultural merging: merging orientation, merging construction, and merging presentation. Moreover, the study suggests two key factors related to the framework: the connection between consumers and culture merging and the mastering of culture merging. The results of the study may shed light on how cultural-based brands take advantage of as well as balance global and local cultural elements, and thus make both practical and theoretical contributions to the field of international branding strategy.

並列關鍵字

Cross-cultural brand ； Culture merging ； International brand ； Cultural creativity

參考文獻

林嘉慧，2011 。從十二五規劃看兩岸文創契機。http://twbusiness.nat.gov.tw/epaperArticle.do?id=129499140 。搜尋日期：2013 年 10 月 22 日。

陳立恆(2011)。玩美法藍瓷。台北:商周出版社。

陳柏如(2013)。品牌台灣綻放全球－品牌躍升大戰略Branding。自行車市場快訊。151，16-27。

Alden, D. L.,Steenkamp J. B. E. M.,Batra, R.(1999).Brand positioning through advertising in Asia, North America and Europe: The role of global consumer culture.Journal of Marketing.63(1),75-83.

Alden, D. L.,Steenkamp J. B. E. M.,Batra, R.(2006).Consumer attitudes toward marketing globalization: Antecedent, consequent and structural factors.International Journal of Research in Marketing.23(3),227-239.