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題名：Develop Taiwan's Nation Brand with a Cultural Perspective
書刊名：交大管理學報
作者：陳俊安 引用關係／李先莉 引用關係／楊雅惠／李銘煌
作者(外文)：Chen, Chun-an／Lee, Hsien-li／Yang, Ya-hui／Lee, Ming-huang
出版日期：2013
卷期：33:2
頁次：頁181-207
主題關鍵詞：文化；決策實驗分析法；最大平均熵差法；國家品牌；Culture；DEMATEL；MMDE；Nation brand
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:24
為謀求國家的競爭力，許多國家都越來越重視國家品牌的建立。創造良好的國家形象可從出口、文化、觀光、人民、政府和投資等六個構面進行。台灣應積極投入資源，來強化發展台灣的國家品牌。台灣具有多元的文化，所以很適合從文化的角度發展台灣的國家品牌。因此，本研究的目的主要是從文化的角度探討論找出適合發展為台灣國家品牌的文化活動。藉由決策實驗分析法來探討流行音樂、電影、電視劇、藝術品、劇場、出版、棒球及跆拳道等活動間的關係，再藉由最大平均熵差法來找出門檻值，以降低關係的複雜性。從研究結果發現，台灣可以思考從流行音樂、電影及電視劇等活動去建立台灣的國家品牌。
To seek national competitiveness, many countries have increasingly paid attention to building their nation brand, creating better country images in six major areas; export, culture, tourism, people, governance and investment. Taiwan should actively find out the activities that could facilitate the development of its nation brand, and put resources into strengthening them, in order to develop Taiwan's nation brand. With its diverse culture, Taiwan is quite suitable for developing the nation brand from the cultural perspective. Therefore, the purpose of this study is mainly to discuss the nation brand from the cultural perspective, and figure out the items that could represent Taiwan's national brand the most. The Decision Making Trial and Evaluation Laboratory (DEMATEL) is utilized to discuss nation brand by factoring in such items as pop music, movie, TV drama, artwork, theater, publishing, baseball and kickboxing. The DEMA TEL approach is also used to explore the correlation between these items, while the Maximum Mean De-Entropy (MMDE) approach is used to determine the threshold, so as to lower the complexity of the problems. The study findings show that Taiwan should consider establishing nation brand from the factors of the pop music, movie and TV drama.
期刊論文
1.Tsai, W. H.、Hsu, J. L.、Chen, C. H.、Lin, W. R.、Chen, S. P.(2010)。An integrated approach for selecting corporate social responsibility programs and costs evaluation in the international tourist hotel。International Journal of Hospitality Management，29(3)，385-396。  new window
2.Amine, L. S.、Chao, M. C. H.(2004)。Managing Country Image to Long-Term Advantage: The Case of Taiwan and Acer。Place Branding，1(2)，187-204。  new window
3.Anholt, S.(2005)。IP, Nation Branding and Economic Development。W1PO Magazine，7/8，2-5。  new window
4.Anholt, S.(2007)。Brand Africa: What is Competitive Identity。African Analyst，2(2)，72-81。  new window
5.Chen, C. A.、Lee, H. L.、Wu, C. H.(2012)。How Taiwan's Semiconductor Distributors Select Strategic Partners in China。Journal of Technology Management in China，7(1)，36-49。  new window
6.Chi, M. J、Chiu, K. C.(2004)。The Strategy of the Taekwondo Association and the Olympic Gold Medal Team Successful Mode of Operation。Goumin Tiyu Quarterly，143，21-27。  new window
7.Fan, Ying(2006)。Branding the Nation: What is being Branded?。Journal of Vacation Marketing，12(1)，5-14。  new window
8.Florek, M.、Conejo, F.(2007)。Export Fagships in Branding Small Developing Countries: The Cases of Costa Rica and Moldova。Place Branding and Public Diplomacy，3(1)，53-72。  new window
9.Buyukozkan, G.、Opzturkcan, D.(2010)。An Integrated Analytic Approach for Six Sigma Project Selection。Expert Systems with Applications，37(8)，5835-5847。  new window
10.Kemming, J. D.、Sandikci, O.(2007)。Turkey’s EU Accession as a Question of Nation Brand Image。Place Branding and Public Diplomacy，3(1)，31-41。  new window
11.Lee, Y. C.、Hu, H. Y、Yen, T. M.、Tsai, C. H.(2008)。Kano’s Model and Decision Making Trial and Evaluation Laboratory Apply to Order-Winners and Qualifiers Improvement: A Study of Computer Industry。Information Technology Journal，7(5)，702-714。  new window
12.Lee, Y. C.、Yen, T. M.、Tsai, C. H.(2008)。Using Importance-Performance Analysis and Decision Making Trial and Evaluation Laboratory to Enhance Order-Winner Criteria: A Study of Computer Industry。Information Technology Journal，7(3)，396-408。  new window
13.Melissa, A.(2008)。Living the Brand: Nationality, Globality and the Identity Strategies of Nation Branding Consultants。International Journal of Communication，2(1)，41-65。  new window
14.Nicolescu, L.、Paun, C.、Popescu, I.A.、Draghici, A.(2008)。Romania Trying to Be an European Brand。Management and Marketing，3(l)，61-72.。  new window
15.Nuttavuthisit, K.(2007)。Branding Thailand: Correcting the Negative Image of Sex Tourism。Place Branding and Public Diplomacy，3(1)，21-30。  new window
16.O’Shaughenssy, J.O、Shaughenssy, N. J.(2000)。Testing the Nation as a Brand: Some Neglected Issues。Journal of Macromarketing，20(1)，56-64。  new window
17.Hajime, Y.、Kenichi, I.、Hajime, M.(2005)。An innovative product development process for resolving fundamental conflicts。Journal of the Japan Society for Precision Engineering，71(2)，216-222。  new window
18.Li, C. W.、Tzeng, G. H.(2009)。Identification of a threshold value for the DEMATEL method using the maximum mean de-entropy algorithm to find critical services provided by a semiconductor intellectual property mall。Expert Systems with Applications，36，9891-9898。  new window
19.Roth, M.(2005)。The effects of culture and socioeconomics on the performance of global brand image strategies。Journal of Marketing Research，32(2)，163-175。  new window
20.Shimp, T. A.、Samiee, S.、Madden, T. J.(1993)。Countries and their products: A cognitive structure perspective。Journal of the Academy of Marketing Science，21(4)，323-330。  new window
21.Wu, W. W.、Lee, Y. T.(2007)。Developing global manager’s competencies using fuzzy DEMATEL method。Expert Systems with Applications，32(2)，499-507。  new window
22.Tsai, W. H.、Chou, W. C.、Lai, C. W.(2010)。An Effective Evaluation Model and Improvement Analysis for National Parks Websites: A Case Study of Taiwan。Tourism Management，36(6)，936-952。  new window
23.Tsai, W. H.、Hsu, W.(2010)。A novel hybrid model based on DEMATEL and ANP for selecting cost of quality model development。Total Quality Management & Business Excellence，21(4)，439-456。  new window
24.Tsai, W. H.、Leu, J. D.、Liu, J. Y.、Lin, S. J.、Shaw, Michael J.(2010)。A MCDM approach for sourcing strategy mix decision in IT projects。Expert Systems With Applications，37(5)，3870-3886。  new window
25.Papadopoulos, N.、Heslop, L.(2002)。Country equity and country branding: Problems and prospects。The Journal of Brand Management，9(4/5)，294-314。  new window
26.Hori, S.、Shimizu, Y.(1999)。Designing methods of human interface for supervisory control systems。Control Engineering Practice，7(11)，1413-1419。  new window
27.Lee, Yu-Cheng、Li, Mei-Lan、Yen, Tieh-Min、Huang, Ting-Ho(2010)。Analysis of adopting an integrated decision making trial and evaluation laboratory on a technology acceptance model。Expert Systems with Applications，37(2)，1745-1754。  new window
28.Kim, Y. H.(2006)。Study on impact mechanism for beef cattle farming and importance of evaluating agricultural information in Korea using DEMATEL, PCA and AHP。Agricultural Information Research，15(3)，267-280。  new window
29.Lin, C. J.、Wu, W. W.(2008)。A causal analytical method for group decision-making under fuzzy environment。Expert Systems with Applications，34(1)，205-213。  new window
30.Kotler, Philip、Gertner, D.(2002)。Country as brand, product, and beyond: A place marketing and brand management perspective。Journal of Brand Management，9(4/5)，249-261。  new window
31.Wu, Wei-Wen(2008)。Choosing Knowledge Management Strategies by Using a Combined ANP and DEMATEL Approach。Expert Systems with Applications，35(3)，828-835。  new window
32.Tzeng, Gwo-Hshiung、Chiang, Cheng-Hsin、Li, Chung-wei(2007)。Evaluating intertwined effects in e-learning programs: A novel hybrid MCDM model based on factor analysis and DEMATEL。Expert Systems with Applications，32(4)，1028-1044。  new window
研究報告
1.Fontela, E.、Gabus, A.(1976)。The DEMATEL Observer。Battelle Geneva Research Center。  new window
2.Gabus, A.、Fontela, E.(1973)。Perceptions of the World Problematique: Communication Procedure, Communicating with Those Bearing Collective Responsibility。Geneva：Bettelle Institute, Geneva Research Centre。  new window
圖書
1.Anholt, S、Hildreth, J.(2005)。America: The Mother of All Brands。London, UK：Cyan Communication。  new window
2.Anholt, S.(2008)。Branding Places and Nations。Brands and Branding。The Economist。  new window
3.Anholt, S.(2009)。The Anholt-GfK Roper Nation Brands Index。New York, NY：GfK Roper Public Affairs and Media。  new window
4.Jaffe, E. D.、Nebenzahl, I. D.(2001)。National Image and Competitive Advantage: The Theory and Practice of Country-of-Origin Effect。Copenhagen, Denmark：Copenhagen Business School Press。  new window
5.Teng, J.Y.(2002)。Project Evaluation: Methods and Applications。Keelung：National Taiwan Ocean University.。  new window
6.Vogel, L. H.(1998)。Entertainment Industry Economics: A Guide for Financial Analysis。Cambridge University Press。  new window
7.Zeleny M.(1981)。Multiple Criteria Decision Making。New York, NY：McGraw Hill。  new window
其他
1.Jhang, C. W.(2005)。Liguixian Shixun - Yu Shijie Jiegui，http://www.newtaiwan.com.tw/bulletin view.jsp?bulletinid=23293.， 20101210。  new window
2.Nworah, U.(2004)。Nigeria as a brand.，http://www.brandchannel.com/papers_review.asp?sp_id=604.， 20100521。  new window
3.Taiwan Cultural Affairs.(2010)。Creative Taiwan - Cultural and Creative Industries Development Program Action Plan 98-102 Years，http://cci.cca.gov.tw/page/p_ll.php#.， 20100520。  new window
 
 
 
 
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