Develop Taiwan's Nation Brand with a Cultural Perspective

Abstract

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.