The Study on the Brand Marketing of Taiwan
| Autor: | Chun-Jung Lin, 林君蓉 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Under the impact of globalization, brand becomes the necessary factor. The management and reputation of national image become even more crucial. Marketing takes the important role, instead of handling the national image with diplomacy, politics, and military affairs. Tourism industry, investment, and recruiting international talent are all related to the impacts of politic cultures. For this reason, leader should learn from the business; considering the country as a brand to manage and execute the marketing strategy. Nowadays, there are many countries execute the marketing management on their national image; Taiwan should catch up in this aspect as well. There are several countries are branding for the country, including England, Ireland, Switzerland, Japan, and Korea. Takes England as example, England combines the factors of youth, and vitality to reform a brand new national image. Japan promotes their products worldwide with high-price due to its excelsior spirit. This dissertation is based on the methodology of interviewing and literature review to analyze the strategy that Taiwan fulfills to upgrade the national image. In order to increase the competiveness, expecting the results of research can give a direction to Taiwan government. The study shows Taiwan has advantages in natural resources and human cultures. In terms of strategy, if government authorities coordinate with each other, the resources can have the effective synergy. In terms of culture, Taiwan also takes as an important role; it is essential that Taiwan leverage the resources and create the maximum advantages. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|