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https://nccur.lib.nccu.edu.tw/handle/140.119/138928
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| Title: | 品牌形象建構與發展個案分析
A Case Study on the Construction and Development of Brand Image |
| Authors: | 陳頤華
Chen, I-Hua |
| Contributors: | 邱奕嘉
陳頤華
Chen, I-Hua |
| Keywords: | 台灣精品獎
品牌形象
品牌發展
整合行銷策略
Taiwan Excellence Award
Brand image
Brad development
Integrated marketing strategy |
| Date: | 2021 |
| Issue Date: | 2022-02-10 13:03:43 (UTC+8) |
| Abstract: | 品牌形象是傳達使用者對該品牌的價值認知，亦能夠提升品牌質感、競爭力、忠誠度，以吸引更多合作機會來創造品牌價值。建構品牌形象需要長期的資源投入，以維持於使用者的想法與意念，成為提供決策前期評估的重要因素，並依據品牌所展現的外在形象，影響決策行動的方向。
台灣精品獎是由各領域專業評審團選拔出臺灣優良產品或解決方案，選拔評選項目包括研發、設計、品質、行銷及臺灣產製等五大項，並統合以台灣精品形象來帶動臺灣產製商品於全球的能見度及銷售量。台灣精品獎三十年來有四段時期分別建構其品牌形象，包括It’s very well made in Taiwan, Innovalue, Innovative Taiwan, Everyday Excellence等。台灣精品獎以整合行銷策略，經由展覽行銷、體驗活動、運動賽事等推廣活動，結合媒體廣宣、數位行銷等推廣手法，以及與目標市場通路商合作布建中長期展售專區，讓台灣精品獎及臺灣產業之優質印象深植買主及消費者心中，提升臺灣產業形象及協助企業爭取商業機會。
Brand image is to convey users` perception toward the brand value. It could also enhance brand texture, competitiveness and loyalty as a means to obtain more business opportunities, even create brand value. Brand image building requires long-term resources investment in order to maintain users` thoughts and ideas. Brand image building has become an important factor in the early-stage decision-making, as well as affects the decision-making direction per the images displayed externally.
The Taiwan Excellence Award is the selection of excellent products or business solutions from Taiwan, selected by the judges coming from various fields of profession. The items of selection contain five major aspects: R&D, design, quality, marketing and Taiwan production. The Taiwan Excellence Award also highlights the global visibility and sales volume of the products and business solutions made by Taiwan through these award winners. In the past 30 years, the brand images built by the Taiwan Excellence Award include: It’s very well made in Taiwan, Innovalue, Innovative Taiwan, Everyday Excellence. In addition, the Taiwan Excellence Award uses integrated marketing strategies including exhibition marketing, experience activities and sports marketing, combined with media publicity, digital marketing and other promotion methods, cooperating with target market distributors establishing medium and sales areas. The above-mentioned efforts made by the Taiwan Excellence Award have made buyers and consumers aware of the high quality of Taiwan`s industry. It in parallel enhances the image of Taiwan`s industry and assists Taiwan companies in securing business opportunities. |
| Reference: | 1.邱志聖，（民109）。策略行銷分析：架構與實務應用。台北：元照出版有限公司。
2.黃義霖，（民 98）。企業從代工到品牌之品牌建立策略研究三星為例，國立交通大學管理學院企業管理碩士學程，新竹。
3.台灣精品獎，官網，民110，檢自：https://www.taiwanexcellence.org/tw。
4.Digital 2021 Global Overview Report, Hootsuite, (2021).
5.第30屆台灣精品選拔須知，官網，民110，檢自：https://www.taiwanexcellence.org/tw/award/selection。
6.Kotler P., Hermawan Kartajaya & Iwan Setiawan, (2016). Marketing 4.0: Moving from Traditional to Digital, Hoboken, New Jersey: John Wiley & Son, Inc. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
109932180 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109932180 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200054 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 218001.pdf | | 1417Kb | Adobe PDF2 | 0 | View/Open |
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