1. NCCU Academic Hub
  2. 學術產出
  3. College of Communication
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

  • No doi shows Citation Infomation
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.
參考文獻 參考書目
英文部分
Aaker, David A. (1991). “Managing Brand Equity,” The Free Press.
Aaker, David A. (1992). “The Value of Brand Equity,” Journal of Business Strategy, Vol.13 (4): 27-32.
Aaker, David A (1996). “Building Strong Brands”, New York: The Free Press.
Aaker, Jennifer (1997). “Dimension of Brand Personality,” Journal of Marketing Research, Vol.35, p. 352
Aaker, David A. and Joachimsthaler (1997), Erich “Building Brands without Mass Media, “Harvard Business Review, Jan-Feb., 39-50.
Aaker, David A. and Erich Joachimsthaler (2000), “Brand Leadership”, New York: The Free Press.
Arnold, D. (1992), “The Handbook of Brand Management, “MA: Addison - Wesley.
Barwise, Patrick (1993a), “Introduction to The Special Issue on Brand Equity,” International Journal of Research in Marketing, 10, 3-8.
Barwise, Patrick (1993b), “Brand Equity: Snark or Boojum ?” International Journal of Research in Marketing, 10, 93-104.Barzel, Yoram. (1982), “Measurement Cost and the Organization of Markets.”Journal of Law and Economics, 25(1): 27-48.
周福銘 (2002)。〈上海文化產業十五發展目標的設置與政策研究〉，尹繼佐 (編)《文化創新與城市發展-2002年上海文化發展藍皮書》，上海，上海社會科學院出版社。
江藍生，謝繩武(2002)。《2001~2002中國大陸文化產業發展報告》，北京，社會科學文獻出版社。
楊敏芝 (2002)。〈地方文化產業與地域活化互動模式研究〉，國立台北大學都市計畫研究所博士論文。
洪順慶 (2002年10月)。〈品牌經營的知識妙方〉，《誠品好讀》，第26期，頁18-20。
經建會 (2002年12月)。〈台灣文化創意產業現況調查研究〉，經建會計畫處未出版研究。
網路
Australian Bureau of Statistics Collection (1991), 1991 Census, Available: http://www.gu.edu.au/ins/lils/coll/colldev/abs.htm
Statistics New Zealand, Census of Population and Dwellings, (1996), Available: http://www.stats.govt.nz/domino/external/web/prod_serv.nsf/htmldocs/1996+Census+of+Population+and+Dwellings
UNESCO. (2002), Available: http://unesco.org/culture/industries
U.S. Census Bureau (2002), http://www.census.gov/epcd/naics02/naicod02.htm
Biel, Alexander L. (1992). “How Brand Image Drives Brand Equity,” Journal of Advertising Research, Vol.32 (11): RC6-RC12. Vol.13 (4): 27-32.
雲門舞集.(2002, Oct. 10). 雲門簡介. Available: http://www.cloudgate.org.tw/brief/brief.htm
Blackston, Max (1992). “Observations: Building Brand Equity by Managing The Brand`s Relationships,” Journal of Advertising Research, Vol.32 (3): 79-83.
Brasco, T. C. (1988). “How Brand Name are Value for Acquisitions” , In : L.Leuthesser , ed. , Report : 88-104 , Cambridge , MA : Marketing Science Institute .
Chernatony, L. De. and McWilliam, G. (1989). “Branding Terminology the Real Debate”, Marketing Intelligence and Planning, July/August: 29-32.
Cobb-Walgren, Cathy J., Cynthia A. Ruble, and Naveen Donthu (1995). “Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, Vol.24 (11): 25-40.
Finland Culture Industry Committee (2002). “Final Report”
DCMS (2001). Creative industry mapping document 2001. London, Department of Culture, Media and Sports.
Dobni, Dawn & George M.Zinkhan (1990), “In Search of Brand Image: A Foundation Analysis, Advances in Consumer Research”, Vol.17, 110-119
Doyle, P. (1990), “Building Successful Brands: The Strategic Options, “ Journal of Consumer Marketing, spring, 5-10.
Dyson, Paul, Andy Farr, and Nigel S. Hollis (1996) “Understanding, Measuring, and Using Brand Equity,” Journal of Advertising Research (Nov/Dec): 9-21.
Eiserhardt, K. (1989). “Building theories from case study research.” Journal of Management Review, 14(4), 523-550.
Farquhar, Peter H. (1990) “Managing Brand Equity,” Journal of Advertising Research (Aug/Sep): RC7-RC12.
Fennell, Geraldine (1978), “Consumer Perception of Product –Use Situation,” Journal of Marketing, 42 (April) 38-47.
Fishbein, Martin and Icek Ajzen (1975), Brief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley Publishing Company.
Gardener, Burleigh B. and Sidney J. Levi (1955), “The Product and the Brand,” Harvard Business Review, 33(March-April), 33-9
Garvin, David A. (1987), “Competing on the Eight Dimensions of Quality,” Harvard Business Review, (Nov), Boston.
Gibson, Stanley (1988), “X/Open: First Steps,” Computerworld, Framingham; Sep 19, 1988; Vol. 22, Iss. 38; pg. 23, 2 pgs
Herzog, H (1963), “Behavioral science Concepts for Analyzing the Consumer,” in Marketing and Behavioral Sciences, Perry Bliss, ed. Boston: Allyn and Bacon Inc., 76-86
Hirschman, Elizabeth.C. (1982), “The Experiential Aspect of Consumption: Consumer Fantasies, Feeling and Fin”, Journal of Consumer Research, 9(2), p132-140.
Kamakura, Wagner and Gary Russell (1993), “Measuring Brand Value With Scanner Data,” International Journal of Research in Marketing, 10 (March), 9-22.
Kapferer, Jean-Noel (1998), Strategic Brand Management, Kogan Page Ltd.
Keegan, Warren, Moriarty, Sandra and Duncan, Tom (1991), Marketing, A Division of Simon and Schuster.
Keegan, Warren J. (1989), “Global Marketing Management”, Englewood Cliffs, New Jersey: Prentice-Hall.
Keller, Kevin Lane (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57 (1): 1-22.
Keller, Kevin Lane (1998) “Strategic Brand Management,” New Jersey: Prentice Hall.
Kim, P. (1990), “A Perspective on Brands,” Journal of Consumer Marketing, fall, 20-30.
Kotler, Philip H. (1991), Marketing Management: Analysis, Planning, and Control, 8th ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.
Lassar, Walfried, Banwari Mittal, and Arun Sharma (1995). “Measuring Customer-Based Brand Equity,” Journal of Consumer Marketing, Vol.12 (4): 11-19.
Leuthesser, Lance and Chiranjeev S. Kohli and Katrin R. Harich (1995), “Brand Equity: the Halo Effect Measure,” European Journal of Marketing, 29, 57-66.
MacKenzie, Scott B. (1986), “The Role of Attention in Mediating the Effect of Advertising on Attribute Importance,” Journal of Consumer Research, 13 (September), 174-95.
Maslow, Abraham H. (1970), Motivation and Personality, 2nd ed. New York: Harper & Row Publisher, Inc.
Martin, G. S. and Brown, T. J. (1990), “ In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construct,” in Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Heckler, Gatignon, Fisk and Greham, (Eds), Marketing Theory and Alications, Vol.2, American Marketing Association, Chicago, IL, p.431-438.
MICA (2001). Renaissance City Report: Culture and the Arts in Renaissance Singapore. Singapore, Ministry of Information, Communications and Arts.
Mullen, M., and A. Mainz (1989), “Brands, Bids and Balance Sheet: Putting a Price on Protected Products, “ Acquisitions Monthly, 24, Apr., 26-27.
Newman, Joseph W. (1957), “New Insight, New Progress for Marketing,” Harvard Business Review, 35 (November- December), 95-102.
Ogilvy, David.(1983) Ogilvy on Advertising. New York, NY: Crown Publishing.
Parasuraman, A., Zeithaml, Valanrie, and Berry, Leonard L. et al. (1994), “Improving Service Quality in America: Lessons Learned,” The Academy of Management Executive, Ada; Vol. 8, lss. 2; p. 32, 21 pgs.
Park, C. W., B. J. Jaworski and D. J. MacInnis (1986), “Strategic Brand Concept-Image Management”, Journal of Marketing, 50, October, p621-635
Park, Su Chan and V. Srinivasan (1994). “A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility,” Journal of Marketing Research, Vol.31 (5): 271-288.
Prentice, Robert M. (1991), “A Breakthrough that Reveals Why Most Promotions Cost 7 times as Much as Advertising,” as cited in It Works! How Investment Spending in Advertising Pays O Bernard Ryan, New York: American Association of Advertising Agencies, 1991.
Rangaswamy, A., R. Burke and T.A. Oliva (1993), “Brand Equity and Extendibility of Brand Names”, International Journal of Research in Marketing, 10, p. 61-75
Reynold, Thomas J. &Jonathan Gutman (1984), Advertising as Image Management, Journal of Advertising Research, Vol.24, no.2, 27-38
RESEARCH, N. I. O. E. (2002). Creative Industries in New Zealand Economic Contribution. Wellington, NZ Institute of Economic Research.
Rise, Al & Rise, Laura (1998). “The 22 Immutable Laws of Branding”. Harper - Collins Publisher, Inc., USA.
Rossiter, John R. and Larry Percy (1987), Advertising and Promotion Management, New York: McGraw-Hill Book Company.
Schwartz, Evan I. (1996), Webonomics：Nine Essential Principles for Growing Your Business on the World Wide Web, Big Ale Tuttle-Mori Agency, Inc.
Schwartz, Evan I. (1999), Digital Darwinism: 7 Breakthrough Business Strategies for Surviving in the Cutthroat Web Economy, Big Ale Tuttle-Mori Agency, Inc.
Shocker, A. D. and B. Weitz (1988), “A Perspective on Brand Equity Principles and Issues”, in: L. Leuthesser, ed., Report 88-104, Cambridge, MA: Marketing Science Institute.
Smith, J. Walker. (1991), Brand Equity and the Analysis of Customer Transaction. In: E. Maltz, ed., Marketing Brand Equity, Report#91-110, Cambridge, MA: Marketing Science Institute.
Simon, C. J. and M. W. Sullivan (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach”, Marketing Science, winter
Stobart, p. (1989), “Alternative Methods of Brand Valuation,” In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, London: The Interbrand Group.
Srivastava, Rajendra and Allan D. Shocker. (1991), Brand Equity: A Perspective on its Meaning and Measurement. Report#91-124, Cambridge, MA：Marketing Science Institute.
Stobert, P. (1989), Alternative Methods of Brand Valution. In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, London: The Interbrand Group.
Sujan, Mita and James R. Bettman (1990), “The Effect of Brand Positioning Strategies on Consumers’ Brand and Category Perception: Some Insights from Schema Research,” Journal of Marketing Research, 26 (November), 454-67.
Tauber, E. M. (1988), “Brand Leverage: Strategy for Growth in a Cost Control World, “ Journal of advertising Research, August/September, 26-30.
Tweedy, Colins (2002). “’From Money to Management – from Cash to Creativity’ Arts and Business – the UK experience” ‘When Arts meets Business’ International Seminar on Arts & Business Partnership, 23-24 October 2002, Taipei.
Upshaw, Lynn B. (1995), Building Brand Identity, a Strategy for Success in a Hostile Marketplace. John Wiley & Sons International Right, Inc. . . .
Wilkie, William (1986), Consumer Behavior. New York: John Wiley and Sons, Inc. Yovovich, B.G. (1988), “What Is Your Brand Really Worth?” Adweek`s Marketing Week (August 8), 18-21.
中文部分
Babbie (1998)。《社會科學研究方法》，台北，時英。
Schreiber Alfred L. (1996) 。《行銷新風潮－生活型態與事件行銷》，台北，亞太。
Wimmer, Roger D. and Joseph R. Dominick (1991)。《大眾媒體研究》，台北，麥格羅.希爾公司。
陳振燧 (1996 )。〈顧客基礎品牌權益衡量與建立之研究〉，國立政治大學企業管理所博士論文。
吳綜璠 (1997)。〈資訊管理個案研究方法〉，《資訊管理學報》，4 (1)：7-17。
林懷民 (1998 )。〈表演藝術的契機〉，《票房行銷》，台北，遠流。頁VIII-IX
楊克平 (1998)。〈整合護理研究的分歧〉，《護理研究》，6(5)：436-441。
Kolter, P. and Joanne Scheff (1998).《票房行銷》，台北，遠流。
邱憶惠 (1999)。〈個案研究法：質化取向〉，《教育研究》，7：113-127。
陳振燧、洪順慶 (1999)。〈消費品品牌權益衡量量表之建立-顧客基礎觀點〉，《中山管理評論》，第七卷第四期，頁1178-1199。
顏龍蒂 (1999)。《議題相關行銷對品牌權益的影響》，國立政治大企業管理所碩士學位論文。
Kotler, Philip H. and Gary Armstrong. (2000)。《行銷學原理》，台北，東華書局。
香港藝術發展局 ( 2000 )。〈創意工業導論-英國的例子與香港的推行策略〉，香港，香港藝術發展局。
鄭慶宗 (2000)。〈網路企業品牌建構與管理之初探性研究--以入門網站為例〉，輔仁大學管理學研究所碩士論文。
主計處 (2001)。《中華民國行業標準分類》，中華民國，行政院主計處。
李威德 (2001)。《品牌權益衡量模式之建立與評估》，國立政治大企業管理所碩士學位論文。
洪順慶 (2001)。《行銷管理》，台北，新陸書局。
唐慧音 (2001)。《影展潮-藝術行銷觀點》，國立政治大廣告學研究所碩士學位論文。
Kolter, P. (2002).《科特勒深探大亞洲》，台北，商智文化。
中國大陸社會科學院 (2002)。《2001-2002年中國大陸文化產業藍皮書總報告》，社會科學文獻出版社
王嘉驥 (2002)。〈虛幻老舊的昧於現實的理想-論文建會「文化創意產業座談會」的盲點與癥結〉，《大趨勢》，No.6。
夏鑄九 (2002)。〈全球化的台北：論文化創意產業的實踐分寸〉。
馮久玲 (2002)。《文化是好生意》，台北，臉譜。
陳其南 (2002)。〈全球化從在地行動開始〉，《天下雜誌》，256，頁164。
香港文化局 (2002)。《香港文化局事誌》，香港，香港文化局。
香港貿易發展局 (2002)。《香港的創意工業》，香港，香港貿易發展局。
範中匯 (2002)。〈英國文化產業狀況〉，江藍生、謝繩武 (編)《2001~2002年中國大陸文化產業發展報告，》，北京，社會科學文獻出版社。
張志宏 (2002) 。〈美國文化產業的概況和發展經驗〉，江藍生、謝繩武 (編)《2001~2002年中國大陸文化產業發展報告》，北京，社會科學文獻出版社。
施顏祥 (2002a)。〈文化創意產業發展計畫〉，《挑戰2008國家重點發展計畫》，台北，行政院經濟建設委員會。
施顏祥 (2002b)。〈文化創意產業發展計劃簡報資料〉，《挑戰2008國家重點發展計畫全體研討會》，台北，行政院經濟建設委員會。
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。		zh_TW
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.		en_US
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
dc.relation.reference (參考文獻) 參考書目zh_TW
dc.relation.reference (參考文獻) 英文部分zh_TW
dc.relation.reference (參考文獻) Aaker, David A. (1991). “Managing Brand Equity,” The Free Press.zh_TW
dc.relation.reference (參考文獻) Aaker, David A. (1992). “The Value of Brand Equity,” Journal of Business Strategy, Vol.13 (4): 27-32.zh_TW
dc.relation.reference (參考文獻) Aaker, David A (1996). “Building Strong Brands”, New York: The Free Press.zh_TW
dc.relation.reference (參考文獻) Aaker, Jennifer (1997). “Dimension of Brand Personality,” Journal of Marketing Research, Vol.35, p. 352zh_TW
dc.relation.reference (參考文獻) Aaker, David A. and Joachimsthaler (1997), Erich “Building Brands without Mass Media, “Harvard Business Review, Jan-Feb., 39-50.zh_TW
dc.relation.reference (參考文獻) Aaker, David A. and Erich Joachimsthaler (2000), “Brand Leadership”, New York: The Free Press.zh_TW
dc.relation.reference (參考文獻) Arnold, D. (1992), “The Handbook of Brand Management, “MA: Addison - Wesley.zh_TW
dc.relation.reference (參考文獻) Barwise, Patrick (1993a), “Introduction to The Special Issue on Brand Equity,” International Journal of Research in Marketing, 10, 3-8.zh_TW
dc.relation.reference (參考文獻) Barwise, Patrick (1993b), “Brand Equity: Snark or Boojum ?” International Journal of Research in Marketing, 10, 93-104.Barzel, Yoram. (1982), “Measurement Cost and the Organization of Markets.”Journal of Law and Economics, 25(1): 27-48.zh_TW
dc.relation.reference (參考文獻) 周福銘 (2002)。〈上海文化產業十五發展目標的設置與政策研究〉，尹繼佐 (編)《文化創新與城市發展-2002年上海文化發展藍皮書》，上海，上海社會科學院出版社。zh_TW
dc.relation.reference (參考文獻) 江藍生，謝繩武(2002)。《2001~2002中國大陸文化產業發展報告》，北京，社會科學文獻出版社。zh_TW
dc.relation.reference (參考文獻) 楊敏芝 (2002)。〈地方文化產業與地域活化互動模式研究〉，國立台北大學都市計畫研究所博士論文。zh_TW
dc.relation.reference (參考文獻) 洪順慶 (2002年10月)。〈品牌經營的知識妙方〉，《誠品好讀》，第26期，頁18-20。zh_TW
dc.relation.reference (參考文獻) 經建會 (2002年12月)。〈台灣文化創意產業現況調查研究〉，經建會計畫處未出版研究。zh_TW
dc.relation.reference (參考文獻) 網路zh_TW
dc.relation.reference (參考文獻) Australian Bureau of Statistics Collection (1991), 1991 Census, Available: http://www.gu.edu.au/ins/lils/coll/colldev/abs.htmzh_TW
dc.relation.reference (參考文獻) Statistics New Zealand, Census of Population and Dwellings, (1996), Available: http://www.stats.govt.nz/domino/external/web/prod_serv.nsf/htmldocs/1996+Census+of+Population+and+Dwellingszh_TW
dc.relation.reference (參考文獻) UNESCO. (2002), Available: http://unesco.org/culture/industrieszh_TW
dc.relation.reference (參考文獻) U.S. Census Bureau (2002), http://www.census.gov/epcd/naics02/naicod02.htmzh_TW
dc.relation.reference (參考文獻) Biel, Alexander L. (1992). “How Brand Image Drives Brand Equity,” Journal of Advertising Research, Vol.32 (11): RC6-RC12. Vol.13 (4): 27-32.zh_TW
dc.relation.reference (參考文獻) 雲門舞集.(2002, Oct. 10). 雲門簡介. Available: http://www.cloudgate.org.tw/brief/brief.htmzh_TW
dc.relation.reference (參考文獻) Blackston, Max (1992). “Observations: Building Brand Equity by Managing The Brand`s Relationships,” Journal of Advertising Research, Vol.32 (3): 79-83.zh_TW
dc.relation.reference (參考文獻) Brasco, T. C. (1988). “How Brand Name are Value for Acquisitions” , In : L.Leuthesser , ed. , Report : 88-104 , Cambridge , MA : Marketing Science Institute .zh_TW
dc.relation.reference (參考文獻) Chernatony, L. De. and McWilliam, G. (1989). “Branding Terminology the Real Debate”, Marketing Intelligence and Planning, July/August: 29-32.zh_TW
dc.relation.reference (參考文獻) Cobb-Walgren, Cathy J., Cynthia A. Ruble, and Naveen Donthu (1995). “Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, Vol.24 (11): 25-40.zh_TW
dc.relation.reference (參考文獻) Finland Culture Industry Committee (2002). “Final Report”zh_TW
dc.relation.reference (參考文獻) DCMS (2001). Creative industry mapping document 2001. London, Department of Culture, Media and Sports.zh_TW
dc.relation.reference (參考文獻) Dobni, Dawn & George M.Zinkhan (1990), “In Search of Brand Image: A Foundation Analysis, Advances in Consumer Research”, Vol.17, 110-119zh_TW
dc.relation.reference (參考文獻) Doyle, P. (1990), “Building Successful Brands: The Strategic Options, “ Journal of Consumer Marketing, spring, 5-10.zh_TW
dc.relation.reference (參考文獻) Dyson, Paul, Andy Farr, and Nigel S. Hollis (1996) “Understanding, Measuring, and Using Brand Equity,” Journal of Advertising Research (Nov/Dec): 9-21.zh_TW
dc.relation.reference (參考文獻) Eiserhardt, K. (1989). “Building theories from case study research.” Journal of Management Review, 14(4), 523-550.zh_TW
dc.relation.reference (參考文獻) Farquhar, Peter H. (1990) “Managing Brand Equity,” Journal of Advertising Research (Aug/Sep): RC7-RC12.zh_TW
dc.relation.reference (參考文獻) Fennell, Geraldine (1978), “Consumer Perception of Product –Use Situation,” Journal of Marketing, 42 (April) 38-47.zh_TW
dc.relation.reference (參考文獻) Fishbein, Martin and Icek Ajzen (1975), Brief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley Publishing Company.zh_TW
dc.relation.reference (參考文獻) Gardener, Burleigh B. and Sidney J. Levi (1955), “The Product and the Brand,” Harvard Business Review, 33(March-April), 33-9zh_TW
dc.relation.reference (參考文獻) Garvin, David A. (1987), “Competing on the Eight Dimensions of Quality,” Harvard Business Review, (Nov), Boston.zh_TW
dc.relation.reference (參考文獻) Gibson, Stanley (1988), “X/Open: First Steps,” Computerworld, Framingham; Sep 19, 1988; Vol. 22, Iss. 38; pg. 23, 2 pgszh_TW
dc.relation.reference (參考文獻) Herzog, H (1963), “Behavioral science Concepts for Analyzing the Consumer,” in Marketing and Behavioral Sciences, Perry Bliss, ed. Boston: Allyn and Bacon Inc., 76-86zh_TW
dc.relation.reference (參考文獻) Hirschman, Elizabeth.C. (1982), “The Experiential Aspect of Consumption: Consumer Fantasies, Feeling and Fin”, Journal of Consumer Research, 9(2), p132-140.zh_TW
dc.relation.reference (參考文獻) Kamakura, Wagner and Gary Russell (1993), “Measuring Brand Value With Scanner Data,” International Journal of Research in Marketing, 10 (March), 9-22.zh_TW
dc.relation.reference (參考文獻) Kapferer, Jean-Noel (1998), Strategic Brand Management, Kogan Page Ltd.zh_TW
dc.relation.reference (參考文獻) Keegan, Warren, Moriarty, Sandra and Duncan, Tom (1991), Marketing, A Division of Simon and Schuster.zh_TW
dc.relation.reference (參考文獻) Keegan, Warren J. (1989), “Global Marketing Management”, Englewood Cliffs, New Jersey: Prentice-Hall.zh_TW
dc.relation.reference (參考文獻) Keller, Kevin Lane (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57 (1): 1-22.zh_TW
dc.relation.reference (參考文獻) Keller, Kevin Lane (1998) “Strategic Brand Management,” New Jersey: Prentice Hall.zh_TW
dc.relation.reference (參考文獻) Kim, P. (1990), “A Perspective on Brands,” Journal of Consumer Marketing, fall, 20-30.zh_TW
dc.relation.reference (參考文獻) Kotler, Philip H. (1991), Marketing Management: Analysis, Planning, and Control, 8th ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.zh_TW
dc.relation.reference (參考文獻) Lassar, Walfried, Banwari Mittal, and Arun Sharma (1995). “Measuring Customer-Based Brand Equity,” Journal of Consumer Marketing, Vol.12 (4): 11-19.zh_TW
dc.relation.reference (參考文獻) Leuthesser, Lance and Chiranjeev S. Kohli and Katrin R. Harich (1995), “Brand Equity: the Halo Effect Measure,” European Journal of Marketing, 29, 57-66.zh_TW
dc.relation.reference (參考文獻) MacKenzie, Scott B. (1986), “The Role of Attention in Mediating the Effect of Advertising on Attribute Importance,” Journal of Consumer Research, 13 (September), 174-95.zh_TW
dc.relation.reference (參考文獻) Maslow, Abraham H. (1970), Motivation and Personality, 2nd ed. New York: Harper & Row Publisher, Inc.zh_TW
dc.relation.reference (參考文獻) Martin, G. S. and Brown, T. J. (1990), “ In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construct,” in Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Heckler, Gatignon, Fisk and Greham, (Eds), Marketing Theory and Alications, Vol.2, American Marketing Association, Chicago, IL, p.431-438.zh_TW
dc.relation.reference (參考文獻) MICA (2001). Renaissance City Report: Culture and the Arts in Renaissance Singapore. Singapore, Ministry of Information, Communications and Arts.zh_TW
dc.relation.reference (參考文獻) Mullen, M., and A. Mainz (1989), “Brands, Bids and Balance Sheet: Putting a Price on Protected Products, “ Acquisitions Monthly, 24, Apr., 26-27.zh_TW
dc.relation.reference (參考文獻) Newman, Joseph W. (1957), “New Insight, New Progress for Marketing,” Harvard Business Review, 35 (November- December), 95-102.zh_TW
dc.relation.reference (參考文獻) Ogilvy, David.(1983) Ogilvy on Advertising. New York, NY: Crown Publishing.zh_TW
dc.relation.reference (參考文獻) Parasuraman, A., Zeithaml, Valanrie, and Berry, Leonard L. et al. (1994), “Improving Service Quality in America: Lessons Learned,” The Academy of Management Executive, Ada; Vol. 8, lss. 2; p. 32, 21 pgs.zh_TW
dc.relation.reference (參考文獻) Park, C. W., B. J. Jaworski and D. J. MacInnis (1986), “Strategic Brand Concept-Image Management”, Journal of Marketing, 50, October, p621-635zh_TW
dc.relation.reference (參考文獻) Park, Su Chan and V. Srinivasan (1994). “A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility,” Journal of Marketing Research, Vol.31 (5): 271-288.zh_TW
dc.relation.reference (參考文獻) Prentice, Robert M. (1991), “A Breakthrough that Reveals Why Most Promotions Cost 7 times as Much as Advertising,” as cited in It Works! How Investment Spending in Advertising Pays O Bernard Ryan, New York: American Association of Advertising Agencies, 1991.zh_TW
dc.relation.reference (參考文獻) Rangaswamy, A., R. Burke and T.A. Oliva (1993), “Brand Equity and Extendibility of Brand Names”, International Journal of Research in Marketing, 10, p. 61-75zh_TW
dc.relation.reference (參考文獻) Reynold, Thomas J. &Jonathan Gutman (1984), Advertising as Image Management, Journal of Advertising Research, Vol.24, no.2, 27-38zh_TW
dc.relation.reference (參考文獻) RESEARCH, N. I. O. E. (2002). Creative Industries in New Zealand Economic Contribution. Wellington, NZ Institute of Economic Research.zh_TW
dc.relation.reference (參考文獻) Rise, Al & Rise, Laura (1998). “The 22 Immutable Laws of Branding”. Harper - Collins Publisher, Inc., USA.zh_TW
dc.relation.reference (參考文獻) Rossiter, John R. and Larry Percy (1987), Advertising and Promotion Management, New York: McGraw-Hill Book Company.zh_TW
dc.relation.reference (參考文獻) Schwartz, Evan I. (1996), Webonomics：Nine Essential Principles for Growing Your Business on the World Wide Web, Big Ale Tuttle-Mori Agency, Inc.zh_TW
dc.relation.reference (參考文獻) Schwartz, Evan I. (1999), Digital Darwinism: 7 Breakthrough Business Strategies for Surviving in the Cutthroat Web Economy, Big Ale Tuttle-Mori Agency, Inc.zh_TW
dc.relation.reference (參考文獻) Shocker, A. D. and B. Weitz (1988), “A Perspective on Brand Equity Principles and Issues”, in: L. Leuthesser, ed., Report 88-104, Cambridge, MA: Marketing Science Institute.zh_TW
dc.relation.reference (參考文獻) Smith, J. Walker. (1991), Brand Equity and the Analysis of Customer Transaction. In: E. Maltz, ed., Marketing Brand Equity, Report#91-110, Cambridge, MA: Marketing Science Institute.zh_TW
dc.relation.reference (參考文獻) Simon, C. J. and M. W. Sullivan (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach”, Marketing Science, winterzh_TW
dc.relation.reference (參考文獻) Stobart, p. (1989), “Alternative Methods of Brand Valuation,” In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, London: The Interbrand Group.zh_TW
dc.relation.reference (參考文獻) Srivastava, Rajendra and Allan D. Shocker. (1991), Brand Equity: A Perspective on its Meaning and Measurement. Report#91-124, Cambridge, MA：Marketing Science Institute.zh_TW
dc.relation.reference (參考文獻) Stobert, P. (1989), Alternative Methods of Brand Valution. In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, London: The Interbrand Group.zh_TW
dc.relation.reference (參考文獻) Sujan, Mita and James R. Bettman (1990), “The Effect of Brand Positioning Strategies on Consumers’ Brand and Category Perception: Some Insights from Schema Research,” Journal of Marketing Research, 26 (November), 454-67.zh_TW
dc.relation.reference (參考文獻) Tauber, E. M. (1988), “Brand Leverage: Strategy for Growth in a Cost Control World, “ Journal of advertising Research, August/September, 26-30.zh_TW
dc.relation.reference (參考文獻) Tweedy, Colins (2002). “’From Money to Management – from Cash to Creativity’ Arts and Business – the UK experience” ‘When Arts meets Business’ International Seminar on Arts & Business Partnership, 23-24 October 2002, Taipei.zh_TW
dc.relation.reference (參考文獻) Upshaw, Lynn B. (1995), Building Brand Identity, a Strategy for Success in a Hostile Marketplace. John Wiley & Sons International Right, Inc. . . .zh_TW
dc.relation.reference (參考文獻) Wilkie, William (1986), Consumer Behavior. New York: John Wiley and Sons, Inc. Yovovich, B.G. (1988), “What Is Your Brand Really Worth?” Adweek`s Marketing Week (August 8), 18-21.zh_TW
dc.relation.reference (參考文獻) 中文部分zh_TW
dc.relation.reference (參考文獻) Babbie (1998)。《社會科學研究方法》，台北，時英。zh_TW
dc.relation.reference (參考文獻) Schreiber Alfred L. (1996) 。《行銷新風潮－生活型態與事件行銷》，台北，亞太。zh_TW
dc.relation.reference (參考文獻) Wimmer, Roger D. and Joseph R. Dominick (1991)。《大眾媒體研究》，台北，麥格羅.希爾公司。zh_TW
dc.relation.reference (參考文獻) 陳振燧 (1996 )。〈顧客基礎品牌權益衡量與建立之研究〉，國立政治大學企業管理所博士論文。zh_TW
dc.relation.reference (參考文獻) 吳綜璠 (1997)。〈資訊管理個案研究方法〉，《資訊管理學報》，4 (1)：7-17。zh_TW
dc.relation.reference (參考文獻) 林懷民 (1998 )。〈表演藝術的契機〉，《票房行銷》，台北，遠流。頁VIII-IXzh_TW
dc.relation.reference (參考文獻) 楊克平 (1998)。〈整合護理研究的分歧〉，《護理研究》，6(5)：436-441。zh_TW
dc.relation.reference (參考文獻) Kolter, P. and Joanne Scheff (1998).《票房行銷》，台北，遠流。zh_TW
dc.relation.reference (參考文獻) 邱憶惠 (1999)。〈個案研究法：質化取向〉，《教育研究》，7：113-127。zh_TW
dc.relation.reference (參考文獻) 陳振燧、洪順慶 (1999)。〈消費品品牌權益衡量量表之建立-顧客基礎觀點〉，《中山管理評論》，第七卷第四期，頁1178-1199。zh_TW
dc.relation.reference (參考文獻) 顏龍蒂 (1999)。《議題相關行銷對品牌權益的影響》，國立政治大企業管理所碩士學位論文。zh_TW
dc.relation.reference (參考文獻) Kotler, Philip H. and Gary Armstrong. (2000)。《行銷學原理》，台北，東華書局。zh_TW
dc.relation.reference (參考文獻) 香港藝術發展局 ( 2000 )。〈創意工業導論-英國的例子與香港的推行策略〉，香港，香港藝術發展局。zh_TW
dc.relation.reference (參考文獻) 鄭慶宗 (2000)。〈網路企業品牌建構與管理之初探性研究--以入門網站為例〉，輔仁大學管理學研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 主計處 (2001)。《中華民國行業標準分類》，中華民國，行政院主計處。zh_TW
dc.relation.reference (參考文獻) 李威德 (2001)。《品牌權益衡量模式之建立與評估》，國立政治大企業管理所碩士學位論文。zh_TW
dc.relation.reference (參考文獻) 洪順慶 (2001)。《行銷管理》，台北，新陸書局。zh_TW
dc.relation.reference (參考文獻) 唐慧音 (2001)。《影展潮-藝術行銷觀點》，國立政治大廣告學研究所碩士學位論文。zh_TW
dc.relation.reference (參考文獻) Kolter, P. (2002).《科特勒深探大亞洲》，台北，商智文化。zh_TW
dc.relation.reference (參考文獻) 中國大陸社會科學院 (2002)。《2001-2002年中國大陸文化產業藍皮書總報告》，社會科學文獻出版社zh_TW
dc.relation.reference (參考文獻) 王嘉驥 (2002)。〈虛幻老舊的昧於現實的理想-論文建會「文化創意產業座談會」的盲點與癥結〉，《大趨勢》，No.6。zh_TW
dc.relation.reference (參考文獻) 夏鑄九 (2002)。〈全球化的台北：論文化創意產業的實踐分寸〉。zh_TW
dc.relation.reference (參考文獻) 馮久玲 (2002)。《文化是好生意》，台北，臉譜。zh_TW
dc.relation.reference (參考文獻) 陳其南 (2002)。〈全球化從在地行動開始〉，《天下雜誌》，256，頁164。zh_TW
dc.relation.reference (參考文獻) 香港文化局 (2002)。《香港文化局事誌》，香港，香港文化局。zh_TW
dc.relation.reference (參考文獻) 香港貿易發展局 (2002)。《香港的創意工業》，香港，香港貿易發展局。zh_TW
dc.relation.reference (參考文獻) 範中匯 (2002)。〈英國文化產業狀況〉，江藍生、謝繩武 (編)《2001~2002年中國大陸文化產業發展報告，》，北京，社會科學文獻出版社。zh_TW
dc.relation.reference (參考文獻) 張志宏 (2002) 。〈美國文化產業的概況和發展經驗〉，江藍生、謝繩武 (編)《2001~2002年中國大陸文化產業發展報告》，北京，社會科學文獻出版社。zh_TW
dc.relation.reference (參考文獻) 施顏祥 (2002a)。〈文化創意產業發展計畫〉，《挑戰2008國家重點發展計畫》，台北，行政院經濟建設委員會。zh_TW
dc.relation.reference (參考文獻) 施顏祥 (2002b)。〈文化創意產業發展計劃簡報資料〉，《挑戰2008國家重點發展計畫全體研討會》，台北，行政院經濟建設委員會。zh_TW