創意國家品牌行銷個案對台灣之借鏡

A Case Study of Creative Countries’ Nation Branding and Implications for Positive Taiwanese Brand Perception

藍安柏(Amber Lauren Langston)

指導教授 ： 林士平

國立交通大學/管理學院/企業管理碩士學程/碩士(2020年)

摘要

隨著全球經濟和全球影響力不斷提高，經文化進行國家品牌行銷和數位外交可以幫助提昇知名度。台灣的文化內容策進院是政府為加強台灣與他國之間的國際關係和文化外交而進行的最新嘗試。本論文旨在探討幾個國家成功和失敗的創意案例，以主題和問題解決的方法對其進行質化探討。本文也與文化工作者及決策者進行訪談，探討在全球化之下如何行銷台灣文化產品與品牌。本文為決策者提供一些建議，包括改進策略、潛在需注意之領域，以及其他國家創意品牌行銷之成功政策參考。

關鍵字

創意國家品牌行銷 ； 國家品牌行銷 ； 台灣文化內容策進院 ； 文化外交 ； 台灣研究

並列摘要

As the global economy and global presence continue to bring visibility, the usefulness of nation branding strategy and digital diplomacy in the cultural approach may help a country ensure success. Taiwan’s Creative Content Agency is the government's latest attempt to increase international relationships and cultural diplomacy between Taiwan and various other countries. This study uses case studies approach to investigate various creative countries, successful and unsuccessful, to provide a qualitative measurement of theme and problem-solving. This study also conducted in-depth interviews to examine the existing policy and the implementation of strategies by the Creative Content Agency to increase positive perception of Taiwan’s nation brand and cultural products within a global stage. This study offers suggestions for improvement, potential areas of caution, and analysis of changes in paradigm or current policies that have shown success in other creative countries’ contexts via creative nation branding theory.

並列關鍵字

Creative Nation Branding ； Nation Branding ； Cultural Diplomacy ； Taiwan Creative Content Agency ； Taiwan Studies

參考文獻

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