行銷臺灣新倡議：從製造臺灣到創意臺灣

Marketing Taiwan: From Technical Positioning to Creative Branding

金茉莉

指導教授 ： 蘇瑤華

共同指導教授 ： 余昕晏

國立臺北藝術大學/文化資源學院學術論文/文創產業國際藝術碩士學位學程/碩士(2015年)

https://doi.org/10.6835/TNUA.2015.00140

摘要

無資料

關鍵字

Marketing Taiwan, Nation Branding, Competitive Identity, Creative

並列摘要

The present study seeks to analyse the evolution of Taiwan as a brand, using
Nation Branding and Competitive Identity (CI) as the main working frames. Through a
brief historical analysis of the evolution of the National Brand beginning at the 1960’s in
the years known as the “Taiwanese Miracle”, the research identifies the main values used
to position Taiwan globally, and the way its brand identity was built around its
manufacturing capabilities and its technological strengths promoted by its “Made in
Taiwan” campaign, which stressed the country of origin positioning. Then, the study
analyses the rupture period in which the Taiwanese brand equity begins to decay and
loses value, due to strong global economical and political reorganisation. At this point,
the current research identified the need of a brand relaunch and strategy correction, in
order to revitalise the image of Taiwan in the global scene using new principles like
cultural assets and creative values instead of a purely manufacturing approach. In the
final chapters, through an in-depth interview with a prominent member in the creative
and cultural scene, and through the study of various public programmes, the report
gathers data that serves as the foundation to identify possible values that can be used to
reposition Taiwan’s national brand, based on the strength of the creative industries. Some
final remarks on possible marketing strategies and promotional messagings are briefly
outlined in the conclusions, serving as a starting-point for a future in-depth research
proposal to reposition Taiwan’s National Brand based on cultural and creative products.

並列關鍵字

Marketing Taiwan, Nation Branding, Competitive Identity, Creative

參考文獻

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Anholt, S. (2013). Beyond the Nation Brand: The Role of Image and Identity in

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