标题: | Develop Taiwan's Nation Brand with a Cultural Perspective 从文化角度发展台湾国家品牌 |
作者: | 陈俊安 李先莉 杨雅惠 李铭煌 Chun-An Chen Hsien-Li Lee Ya-Hui Yang Ming-Huang Lee Department of Management Science 管理科学学系 |
关键字: | 文化;决策实验分析法;最大平均熵差法;国家品牌;Culture;DEMATEL;MMDE;Nation brand |
公开日期: | 2013 |
摘要: | 为谋求国家的竞争力,许多国家都越来越重视国家品牌的建立。创造良好的国家形象可从出口、文化、观光、人民、政府和投资等六个构面进行。台湾应积极投入资源,来强化发展台湾的国家品牌。台湾具有多元的文化,所以很适合从文化的角度发展台湾的国家品牌。因此,本研究的目的主要是从文化的角度探讨论找出适合发展为台湾国家品牌的文化活动。藉由决策实验分析法来探讨流行音乐、电影、电视剧、艺术品、剧场、出版、棒球及跆拳道等活动间的关系,再藉由最大平均熵差法来找出门槛值,以降低关系的复杂性。从研究结果发现,台湾可以思考从流行音乐、电影及电视剧等活动去建立台湾的国家品牌。 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. |
URI: | http://hdl.handle.net/11536/128988 |
期刊: | 交大管理学报 Chiao Da Mangement Review |
Volume: | 2 |
起始页: | 181 |
结束页: | 207 |
显示于类别: | Chiao Da Mangement Review |
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