本研究以選取台灣六大產業(3C家電、金融、汽車、零售通路、精品、連鎖餐飲業)為研究個案,目的在於比較不同產業品牌故事元素相似、相異之處,希望透過分析歸納結果,作為未來提供中、小企業選用打造品牌故事元素參考。 本研究主要以內容分析法,針對所選擇30個品牌故事「角色」、「事件」進行編碼分析。最後針對六大產業品牌故事進行比較歸納,探討各品牌故事元素之差異,歸納出最終結果。 研究結果發現,各產業品牌故事間存在相同「角色」與「事件」元素,並於品牌故事依各產業性質強調首重元素:3C家電業常見強調創新商品,重視履行社會責任;金融業傾向消費者闡述品牌願景、價值;汽車業聚焦強調品牌的創新技術;零售通路業融入企業的經營理念,重視與社會連結;精品業以創始者為故事核心,強調與名人互動關係;連鎖餐飲業,則以將商品特性包裝於故事內容,達到吸引消費者的不同訴求。 關鍵字:品牌故事、故事行銷、故事、故事元素
In this research, there are six industries of Taiwan to be selected (3C appliances, financial services, automotive, retail channels, boutique, chain restaurant industry) as case study, in order to compare the similarity and differences between story elements of industries. And the study except the final results can provide in businesses of different scales as reference when they form their own brand story. Druing the process, the thesis use content analysis as the major method to analyze all the selected brand stories.Try to figure out the differences of the six industries, and sum up the final result. Results shows that different industry exists the same "Roles" and "Events" in the brand story elements.Besides, in accordance with difference industrial nature of brand story emphasizes the most important elements. For example, 3C industry emphasises on their innovation, and pay more attention to social responsibility; Finance industries who prefer explain brand vision to customers; Automotive industry focus on brand's innovative technology; Retailers emphasizes business philosophy and the connection with society; Boutique industry regard founders as the core of their story; Chain restaurant industry used to stress product features while they talked indroduce themselves,and attract the demand of consumers. Keywords: brand story, story marketing, stories, story elements