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題名 文化產業品牌管理模式應用研究初探-以台灣表演藝術產業為例
The Exploration of Brand Management Model of Culture Industry in Taiwan-- A case study of the Performance Arts Industry
作者 鄭智偉
Cheng, Chih-Wei Antonio
貢獻者 劉美琪
Liu, Jeanne
鄭智偉
Cheng, Chih-Wei Antonio
關鍵詞 文化產業
品牌管理
行銷管理
表演藝術
藝術管理
非營利組織
經營策略
產業分析
個案研究法
日期 2002
上傳時間 18-Sep-2009 18:44:32 (UTC+8)
摘要 摘 要
     
     近年來,文化產業被認為是個別國家經濟發展以及社會生活品質提升的重要關鍵因素。而品牌對企業而言,不單只是區隔與其他公司的差別,還是一個企業在消費者心中的形象、承諾、品質、經驗的集合體。
     
     本研究基於品牌管理對於台灣文化產業的重要性,整理各國文化產業發展概況,經由個案研究,探索台灣文化產業的品牌管理模式,以及影響台灣文化產業品牌管理的可能因素,作為後續相關研究的基礎。本研究主要研究目的為:一、彙整各國文化產業發展特性及差異。二、以品牌管理模式,針對台灣文化產業品牌進行個案分析。三、提出對台灣文化產業品牌管理的建議。
     
     本研究為探索性研究,以個案研究法,針對個案進行次級資料收集、參與觀察及深度訪談。研究架構構面及變項分為:一、組織構面,分為品牌管理的權責與組織兩個面向。二、品牌策略構面,分為策略性分析及品牌架構面向。三、品牌識別系統構面,探討組織如何界定品牌核心識別、品牌價值主張、品牌與消費者的關係。四、品牌實行系統構面,探討品牌定位、整合溝通活動與效果評估。
     
     文化產業特性差異甚巨,因資源限制,本研究選擇台灣表演藝術產業為研究對象。選擇具備文化產業品牌代表性,成立五年以上,且被文化產業認可的表演藝術團體進行研究,分別為優劇場、朱宗慶打擊樂團、紙風車兒童劇團、綠光劇團、果陀劇場、屏風表演班、及雲門舞集。
     
     整體而言,台灣表演藝術產業,除少數團體具備較為完整的品牌管理知識與經驗外,皆缺乏嚴謹的品牌管理專業管理能力。在品牌管理的權責與組織構面,台灣表演藝術產業的品牌管理的權責皆為最高層級品牌決策者,且品牌管理的組織皆包括最高品牌管理決策者及整體行銷部門;在品牌策略構面,則發現多數團體的策略性分析不完整並缺乏品牌架構的意識;在品牌識別系統構面,則發現多數團體皆已建立品牌核心識別、具備品牌價值主張、清楚意識品牌與消費者的關係;在品牌實現系統構面,則發現多數團體缺乏嚴謹的品牌定位、行銷溝通缺乏整合性及未意識到品牌效果評估的重要性。在品牌經營的長期觀點部份,則發現作品的專業度是影響表演藝術產業品牌經營的重要因素及少數團體已能關注品牌如何永續發展的議題。
     
     研究發現文化產業品牌的建構必須整體性關注四個構面:提高品牌管理決策層級、進行完整品牌策略性分析、建立嚴謹品牌識別系統、整合運用品牌實現系統。此外,必須以長期的觀點來思考與經營品牌,才能累積品牌權益。就台灣的文化產業而言,除了上述層面外,品牌管理專業訓練的加強,卻是台灣文化產業專業經理人的當務之急。證諸個案,更可發現經由完整專業的品牌管理,品牌經營所能延伸的經營成績。
Abstract
     
     The development of culture industry has been considered as a rising index of economy development and quality-of-life of individual country in the modern world. To firms, branding is not only segmentation to differential, but also the collective of images, commitments, quality, and experience to a firm in consumer minds. Due to the important, and yet, unexplored nature of brand management of culture industry in Taiwan, the purposes of this research is to understand the development of culture industries in various countries, to explore brand management of culture industry in Taiwan, and to propose a workable brand management model for the culture industry in Taiwan.
     
     As an exploratory research by case study method, the scope of exploration consists of four aspects: 1.Organizational aspect, which includes decision maker and organizational flow of execution; 2. Brand strategy aspect, which includes strategic analysis and brand construct; 3. Brand identity system, which includes identity of the brand, brand value and relationship between the brand and consumers; 4. Brand execution system, which includes brand position, the integrated communication of brand, and the evaluation of brand performance.
     
     This study chose performance arts industry as study focus. Through secondary data collection, in-depth interviews, and participant observation, seven performance arts groups are being studies.
     
     In conclusion, except two performance arts companies, the rest of performance arts groups in Taiwan lacks of the professionalism to brand management. Brand decisions are all made by the top management and executed by the whole organization. Most performance arts groups do not have a thorough analysis of the brand nor have the awareness of brand architecture. In terms of brand identity, most observed groups have a clear brand identity, a differentiated brand value and a positive relationship between consumer and the brand. However, most groups lack of the sense of brand position, market communication integration and the importance of brand performance evaluation. Finally, in order to build a long-term perspective of a brand, the key factor still lies with professionalism.Two studied groups have already paid attention to the brand management issue to the continuous development of the brand.
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描述 碩士
國立政治大學
廣告研究所
89452013
91
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0089452013
資料類型 thesis
dc.contributor.advisor 劉美琪zh_TW
dc.contributor.advisor Liu, Jeanneen_US
dc.contributor.author (Authors) 鄭智偉zh_TW
dc.contributor.author (Authors) Cheng, Chih-Wei Antonioen_US
dc.creator (作者) 鄭智偉zh_TW
dc.creator (作者) Cheng, Chih-Wei Antonioen_US
dc.date (日期) 2002en_US
dc.date.accessioned 18-Sep-2009 18:44:32 (UTC+8)-
dc.date.available 18-Sep-2009 18:44:32 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 18:44:32 (UTC+8)-
dc.identifier (Other Identifiers) G0089452013en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/36511-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 89452013zh_TW
dc.description (描述) 91zh_TW
dc.description.abstract (摘要) 摘 要
     
     近年來,文化產業被認為是個別國家經濟發展以及社會生活品質提升的重要關鍵因素。而品牌對企業而言,不單只是區隔與其他公司的差別,還是一個企業在消費者心中的形象、承諾、品質、經驗的集合體。
     
     本研究基於品牌管理對於台灣文化產業的重要性,整理各國文化產業發展概況,經由個案研究,探索台灣文化產業的品牌管理模式,以及影響台灣文化產業品牌管理的可能因素,作為後續相關研究的基礎。本研究主要研究目的為:一、彙整各國文化產業發展特性及差異。二、以品牌管理模式,針對台灣文化產業品牌進行個案分析。三、提出對台灣文化產業品牌管理的建議。
     
     本研究為探索性研究,以個案研究法,針對個案進行次級資料收集、參與觀察及深度訪談。研究架構構面及變項分為:一、組織構面,分為品牌管理的權責與組織兩個面向。二、品牌策略構面,分為策略性分析及品牌架構面向。三、品牌識別系統構面,探討組織如何界定品牌核心識別、品牌價值主張、品牌與消費者的關係。四、品牌實行系統構面,探討品牌定位、整合溝通活動與效果評估。
     
     文化產業特性差異甚巨,因資源限制,本研究選擇台灣表演藝術產業為研究對象。選擇具備文化產業品牌代表性,成立五年以上,且被文化產業認可的表演藝術團體進行研究,分別為優劇場、朱宗慶打擊樂團、紙風車兒童劇團、綠光劇團、果陀劇場、屏風表演班、及雲門舞集。
     
     整體而言,台灣表演藝術產業,除少數團體具備較為完整的品牌管理知識與經驗外,皆缺乏嚴謹的品牌管理專業管理能力。在品牌管理的權責與組織構面,台灣表演藝術產業的品牌管理的權責皆為最高層級品牌決策者,且品牌管理的組織皆包括最高品牌管理決策者及整體行銷部門;在品牌策略構面,則發現多數團體的策略性分析不完整並缺乏品牌架構的意識;在品牌識別系統構面,則發現多數團體皆已建立品牌核心識別、具備品牌價值主張、清楚意識品牌與消費者的關係;在品牌實現系統構面,則發現多數團體缺乏嚴謹的品牌定位、行銷溝通缺乏整合性及未意識到品牌效果評估的重要性。在品牌經營的長期觀點部份,則發現作品的專業度是影響表演藝術產業品牌經營的重要因素及少數團體已能關注品牌如何永續發展的議題。
     
     研究發現文化產業品牌的建構必須整體性關注四個構面:提高品牌管理決策層級、進行完整品牌策略性分析、建立嚴謹品牌識別系統、整合運用品牌實現系統。此外,必須以長期的觀點來思考與經營品牌,才能累積品牌權益。就台灣的文化產業而言,除了上述層面外,品牌管理專業訓練的加強,卻是台灣文化產業專業經理人的當務之急。證諸個案,更可發現經由完整專業的品牌管理,品牌經營所能延伸的經營成績。
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dc.description.abstract (摘要) Abstract
     
     The development of culture industry has been considered as a rising index of economy development and quality-of-life of individual country in the modern world. To firms, branding is not only segmentation to differential, but also the collective of images, commitments, quality, and experience to a firm in consumer minds. Due to the important, and yet, unexplored nature of brand management of culture industry in Taiwan, the purposes of this research is to understand the development of culture industries in various countries, to explore brand management of culture industry in Taiwan, and to propose a workable brand management model for the culture industry in Taiwan.
     
     As an exploratory research by case study method, the scope of exploration consists of four aspects: 1.Organizational aspect, which includes decision maker and organizational flow of execution; 2. Brand strategy aspect, which includes strategic analysis and brand construct; 3. Brand identity system, which includes identity of the brand, brand value and relationship between the brand and consumers; 4. Brand execution system, which includes brand position, the integrated communication of brand, and the evaluation of brand performance.
     
     This study chose performance arts industry as study focus. Through secondary data collection, in-depth interviews, and participant observation, seven performance arts groups are being studies.
     
     In conclusion, except two performance arts companies, the rest of performance arts groups in Taiwan lacks of the professionalism to brand management. Brand decisions are all made by the top management and executed by the whole organization. Most performance arts groups do not have a thorough analysis of the brand nor have the awareness of brand architecture. In terms of brand identity, most observed groups have a clear brand identity, a differentiated brand value and a positive relationship between consumer and the brand. However, most groups lack of the sense of brand position, market communication integration and the importance of brand performance evaluation. Finally, in order to build a long-term perspective of a brand, the key factor still lies with professionalism.Two studied groups have already paid attention to the brand management issue to the continuous development of the brand.
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dc.description.tableofcontents 目錄
     
     第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 3
     
     第貳章 文獻探討 4
     第一節 文化產業 4
     一、 文化產業的概念與特性 4
     二、 各國文化產業發展 6
     第二節 文化產業行銷 17
     一、 文化產業的行銷 17
     二、 文化產業的產品 18
     第三節 品牌理論 20
     一、 品牌定義 20
     二、 品牌管理 22
     
     第參章 研究方法 44
     第一節 個案研究方法 44
     第二節 研究流程 48
     第三節 研究架構 49
     第四節 研究對象 51
     
     第肆章 研究結果 52
     第一節 個案介紹 52
     第二節 個案分析 65
     第三節 跨個案分析 95
     
     第伍章 研究結論與建議 110
     第一節 研究結論 110
     第二節 研究限制 116
     第三節 研究建議 117
     
     參考書目 120
     
     
     
     圖目錄
     
     圖2-1品牌包含產品 ---------------------------------------------------------------- 22
     圖2-2品牌忠誠度金字塔 ---------------------------------------------------------- 24
     圖2-3品牌知名度金字塔 -----------------------------------------------------------25
     圖2-4 Aaker的品牌權益的構面及其價值 ---------------------------------------27
     圖2-5品牌識別系統規劃模式 -----------------------------------------------------29
     圖2-6品牌定位 -----------------------------------------------------------------------31
     圖2-7品牌領導的任務 --------------------------------------------------------------33
     圖2-8 Keller品牌權益構面圖 ------------------------------------------------------34
     圖2-9建構品牌權益 ------------------------------------------------------------------38
     圖2-10品牌資產關係圖 -------------------------------------------------------------41
     圖2-11品牌核心與品牌識別系統關係互動圖 ----------------------------------42
     圖2-12品牌管理流程 ----------------------------------------------------------------43
     圖3-1研究流程 ------------------------------------------------------------------------48
     圖3-2研究架構 -----------------------------------------------------------------------50
     圖5-1台灣文化產業品牌管裡模式建議 ----------------------------------------110
     
     表目錄
     
     表2-1英國文化創意工業分類表 ----------------------------------------------------7
     表2–2紐西蘭創意工業分類表 ------------------------------------------------------9
     表2–3香港創意工業分類表 --------------------------------------------------------10
     表2-4美國文化創意產業行業分類表 ------------ --------------------------------11
     表2-5中國大陸文化產業分類表 --------------------------------------------------12
     表2-6台灣文化創意產業類項與細項產業表 -----------------------------------13
     表2-7台灣文化創意產業產值與總從業人數 -----------------------------------14
     表2-8台灣、英國、香港、紐西蘭、中國大陸創意工業產業別分類比較表-------------------------------------------------------------------------------------- 15
     表2-9香港、英國、澳洲及紐西蘭創意工業的經濟影響比較 ---------------16
     表2-10品牌領導演進表 -------------------------------------------------------------31
     表2-11管理消費者基礎之品牌權益------------------------------------------------39
     表3-1訪談對象 -----------------------------------------------------------------------51
     表4-1台灣表演藝術產業的品牌管理模式比較-品牌管理的權責與組織 -96
     表4-2台台灣表演藝術產業的品牌管理模式比較-品牌策略 ----------------98
     表4-3台灣表演藝術產業的品牌管理模式比較-品牌識別系統 ------------103
     表4-4台灣表演藝術產業的品牌定位分析 -------------------------------------104
     表4-5訪談個案所運用的品牌溝通工具 ----------------------------------------105
     表4-6訪談個案所運用的特殊的品牌溝通工具 -------------------------------106
     表4-7台灣表演藝術產業的品牌管理模式比較-品牌實現系統 ------------108
     表5-1台灣表演藝術產業的品牌管理模式比較 -------------------------------115
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0089452013en_US
dc.subject (關鍵詞) 文化產業zh_TW
dc.subject (關鍵詞) 品牌管理zh_TW
dc.subject (關鍵詞) 行銷管理zh_TW
dc.subject (關鍵詞) 表演藝術zh_TW
dc.subject (關鍵詞) 藝術管理zh_TW
dc.subject (關鍵詞) 非營利組織zh_TW
dc.subject (關鍵詞) 經營策略zh_TW
dc.subject (關鍵詞) 產業分析zh_TW
dc.subject (關鍵詞) 個案研究法zh_TW
dc.title (題名) 文化產業品牌管理模式應用研究初探-以台灣表演藝術產業為例zh_TW
dc.title (題名) The Exploration of Brand Management Model of Culture Industry in Taiwan-- A case study of the Performance Arts Industryen_US
dc.type (資料類型) thesisen
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