| dc.contributor.advisor | 李明 | zh_TW |
| dc.contributor.advisor | Lee, Ming | en_US |
| dc.contributor.author (Authors) | 朱顏 | zh_TW |
| dc.contributor.author (Authors) | Zsuzsanna Mangu | en_US |
| dc.creator (作者) | 朱顏 | zh_TW |
| dc.creator (作者) | Zsuzsanna Mangu | en_US |
| dc.date (日期) | 2011 | en_US |
| dc.date.accessioned | 17-Apr-2012 09:29:45 (UTC+8) | - |
| dc.date.available | 17-Apr-2012 09:29:45 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Apr-2012 09:29:45 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098253037 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/52837 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 外交研究所 | zh_TW |
| dc.description (描述) | 98253037 | zh_TW |
| dc.description (描述) | 100 | zh_TW |
| dc.description.abstract (摘要) | 本文的目的在於說明國家形象和企業聲望的重要性，以及二者對國家競爭力的影響，並且針對如何改善台灣國家品牌計畫以提高它的形象建直一個模型。該模型強調在國家品牌計畫中，社群媒體所扮演的重要角色。由於社群媒體愈趨普及與廣泛使用，社群媒體將形成很大的可能性以凝聚民意。本文主要分析材料分為兩個部分。其一，透過分析機關團體和群眾所編寫的聲望排名列表的內容，所收集到的原始數據，並且該數據也包括一項透過Facebook分析以觀察品牌貫徹的研究；其二，透過社群媒體與形象形成有關的研究著作、網站與書籍等文獻回顧，所收集的補助數據。原始數據顯示大眾對於在技術媒體網站上建立產品排名有很大的興趣，而且在這些網站上的排名通常與一般機關團體排名有顯著不同，且以Facebook為材料分析顯示，台灣企業的品牌貫徹與全球最有聲望的企業並未有很大的差別。另外，輔助數據也顯示形象與聲望的重要性，以及社群媒體確有極高的可能對象與聲望生高度影響。由於數據可見，台灣在技術開發和產品質量方面確有良好的形象，本文進一步指出，台灣應該集中這些功能，二非僅是推廣旅遊景點，方能改善國家形象的諸多方面。作為這項研究的結果，本文對於台灣以及和台灣具有相似特徵的其他國家，提出一個較能妥善貫徹國家品牌的模型。該模型強調國家與企業之間合作的必要性，進以改善雙方的形象與聲望。此外，該模型也指出，利用社群媒體提供的工具將有效地達成品牌貫徹。 | zh_TW |
| dc.description.abstract (摘要) | The purpose of this paper is to illustrate the importance of national image and corporate reputation and the interrelating power of the two on national competitiveness. In addition I hope to develop a model for the improvement of Taiwan’s nation branding project. The model points to the relevance of Social Media channels in nation branding projects. As a consequence of its increasing popularity and extensive usage, Social Media offers great opportunities for the reformation of public opinion. Data has been collected through a comprehensive literature review of research papers, websites and books on the two major subtopics: Social Media and image construction. Besides, analyses of reputation ranking lists prepared by organizations and the public were conducted. In addition, the paper also includes research through Facebook to examine branding practices. The research demonstrated the relevance of image/reputation, moreover the wide-ranging possibilities inherent in Social Media for exertion of influence. The data also showed that there is a broad public interest in product rankings of Tech Media Websites and that the top companies of those are usually distinct from the favorites of the official listings. The Facebook research did not show relevant differences between nation branding practices of the Taiwanese and the most reputable companies worldwide.The data showed that Taiwan has a good reputation in terms of technological development and product quality. This paper states that Taiwan should concentrate on these features instead of the promotion of tourist attractions, as a spillover effect will eventually lead to improvements in all aspects of national image. Based on the results of the study, this paper includes a nation-branding model for Taiwan and for other nations with similar characteristics to Taiwan. The model emphasizes the necessity of collaboration between the state and the corporate sphere in order to improve the image of both. Additionally, the model illustrates that an effective nation-branding project needs to exploit the tools provided by Social Media. | en_US |
| dc.description.tableofcontents | I. Table of Contents ivII. List of Figures viiIII. List of Tables viiiIV. List of Abbreviations and Acronyms ix1. Introduction 11.1 Background 21.1.1 The Growing Importance of Social Media 31.1.2 Taiwan: From a Poor Agricultural Society to a Technological Powerhouse 41.1.3 Why do image and reputation matter? 61.2 Purpose of the Study 91.3 Problem Discussion 91.4 Research Questions and Arguments 101.5 Methodology 111.6 Scope and Limitations 121.7 Contributions 131.8 Definition of Key Terms 141.9 Thesis Composition 162. Literature Review – Social Media 182.1 Understanding Social Media 192.1.1 Web 2.0 and User Generated Content within the Concept of Social Media 192.1.1.1 The ‘Social’ Dimension of Social Media 212.1.1.2 The ‘Media’ Component of Social Media 222.1.2 Types of Social Media 232.1.2.1 Blogs 242.1.2.2 Social Networking Sites (SNS) 252.2 The Power of the Public 262.2.1 ‘Public Opinion’ and ‘Public Sphere’ in a New Context 262.2.2 Civic Discourse via Social Media 302.3 Social Media and Image Formation 342.4 Chapter Summary 393. Literature Review – Image Construction 403.1 Studies on National Image 413.1.1 Defining National Image 413.1.1.1 National Image Related Terms 433.1.2 The Country-Of-Origin Effect 443.1.3 Nation Brand and Nation Branding 503.2 Corporate Reputation and Related Concepts 563.2.1 Differentiation of Image, Reputation, Identity and Brand 573.2.2 Defining Corporate Image and Corporate Reputation 593.2.3 Corporate Brand and Corporate Branding 643.3 The Effect of National Image on Corporate Reputation 663.3.1 Purely Negative Associations 673.3.2 Positive or Negative Associations 67 3.4 Managing Dual Reputation 703.5 Chapter Summary 734. Methodology – An Analysis of Taiwan’s Image 754.1 Design of the Study 764.2 Soft Power as a Means for Taiwan’s Image Building 784.3 Analyzing Taiwan’s Current Image 804.3.1 National Image Study 804.3.1.1 Anholt Nation Brand Index 2009 814.3.1.2 Gallup Organization 2005 824.3.1.3 Reputation Institute 2011 854.3.1.4 World Economic Forum – Global Competitiveness Report 2011-2012 874.3.1.5 Analysis of Data 904.3.1.6 Nation Branding Comparisons 904.3.2 Corporate Reputation Analysis 924.3.2.1 Interbrand – Best 100 Global Brands 934.3.2.2 Reputation Institute – Global RepTrakTM 100 954.3.2.3 Rankings on Tech Media Websites/Blogs 974.3.2.4 Analysis of Data 1034.3.3 Facebook Research of Corporations 1054.4 Chapter Summary 1105. Findings and Conclusion 1125.1 Building a New Nation Brand of Taiwan 1135.2 Social Media as a Means for Taiwan’s National Image Building – A Proposed Model 1175.3 Final Conclusion 1205.4 Practical Implications 121V. Bibliography 122 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098253037 | en_US |
| dc.subject (關鍵詞) | 社群媒體 | zh_TW |
| dc.subject (關鍵詞) | 企業聲譽 | zh_TW |
| dc.subject (關鍵詞) | 國家形象 | zh_TW |
| dc.subject (關鍵詞) | 台灣 | zh_TW |
| dc.subject (關鍵詞) | 國家品牌 | zh_TW |
| dc.subject (關鍵詞) | 軟實力 | zh_TW |
| dc.subject (關鍵詞) | Social Media | en_US |
| dc.subject (關鍵詞) | Corporate Reputation | en_US |
| dc.subject (關鍵詞) | National Image | en_US |
| dc.subject (關鍵詞) | Taiwan | en_US |
| dc.subject (關鍵詞) | Nation Branding | en_US |
| dc.subject (關鍵詞) | Soft Power | en_US |
| dc.title (題名) | 社群媒體下的企業聲譽與國家形象建立：台灣的新模型 | zh_TW |
| dc.title (題名) | Corporate reputation, national image building and Taiwan in social media: a proposed model | en_US |
| dc.type (資料類型) | thesis | en |
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