以系統化精實品牌發展方法研究台灣觀光經濟之發展戰略研究：以品牌南投為研究個案

Study on Strategy Development of Taiwan Tourism Economy Based on Systematic Lean Brand Development Methodology -- A Case Study of Branding Nantou

鍾雨彤(Yu-Tung Chung)

指導教授 ： 林均燁

朝陽科技大學/理工學院/工業工程與管理系/碩士(2017年)

摘要

後繼無力。
以加速品牌台灣的目標來看，文化創意產業、精緻農業、食品業都可以加速觀光經濟發展。然而，過去歷年來台灣地方政府面對大陸進行品牌台灣行銷作法，大都是在大陸各地舉辦台灣精品展的時候，台灣地方政府大舉邀請各地廠商進行參展與銷售。這樣的做法或許可以讓台灣廠商賺到錢，但是畢竟勞師動眾，品牌效益也難以延續。
為此，本研究藉由系統化精實品牌發展的方法論以及循環型微笑曲線觀點融入情境故事等方法探討品牌台灣、台灣觀光經濟發展的策略模型，並以南投觀光經濟發展為個案研究的對象。事實上，善用系統化方法打造一個品牌台灣的觀光島並不是難事，難的是無法持續創新與維持。期望能夠藉由本研究的策略模型成果更加有效率地引領品牌台灣的目標與台灣觀光經濟之發展。

關鍵字

品牌台灣 ； 循環型微笑曲線 ； 系統化精實品牌發展方法 ； 觀光經濟 ； 戰略發展

並列摘要

In recent years, the number of Taiwanese tourists has grown year by year. Many businesses appeared along with the growing number of tourists. And, Taiwan tourism economy has benefited with the crowd of tourists and business opportunities. Therefore, the Ministry of Economic Affairs has released the "branding Taiwan seven-year project" in October 2005. However, although some dazzling results appeared in the early stage, but then it seem to have lost its direction.

In order to achieving the goal of branding Taiwan, cultural creativity industries, quality agriculture areas, food industries can all be integrated to accelerate the development of tourism economy. However, over the past few years, what Taiwan local government usually do is simply inviting Taiwan companies to participate and sell Taiwan products while any cities is holding Taiwan Boutique Expositions in Mainland China. This approach may allow Taiwan manufacturers to earn some Money. However, after all, it usually costs too much efforts to earn the money, and Taiwan companies' brand benefits cannot be extended.

Therefore, this study uses the systematic lean branding development method and the viewpoints of circular smiling curve along with scenario story methodologies and so on to investigate strategic models for branding Taiwan and development of Taiwan tourism economy. The development of Nantou tourism economy is used as a case study. In fact, it is not difficult to build a tourist island based on goal of branding Taiwan by using systematic methods. However, it is difficult to continue to innovate and maintain the brand. It is expected that the purpose of branding Taiwan and the tourism economy in Taiwan can be more efficiently brought up with the developed strategic model of this research.

並列關鍵字

branding Taiwan ； circular smiling curve ； systematic lean branding development methodology ； tourism economy ； strategy development

參考文獻

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