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探討臺灣文化創意產品在中國市場的品牌權益關鍵因素 = Determina...

國立高雄大學高階經營管理碩士在職專班(EMBA)

探討臺灣文化創意產品在中國市場的品牌權益關鍵因素 = Determinants of Brand Equity for Taiwanese Culture Creative Products in China：An Empirical Study of Formosan Art : 以意匠工房為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Determinants of Brand Equity for Taiwanese Culture Creative Products in China：An Empirical Study of Formosan Art
副題名:	以意匠工房為例
作者:	陳震宇,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	52面圖，表格 : 30公分;
標題:	品牌權益
標題:	brand equity
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/99197822721307571372
附註:	參考書目：36-39
附註:	附錄：1.問卷設計；2.意匠工房紀事年表
其他題名:	以意匠工房為例
摘要註:	隨著全球化的經濟發展，傳統產業已經漸漸失去它的競爭優勢，文化創意產業已經為世界各國積極在推動的新興產業，期望透過文化價值來展現國力，提昇國家經濟轉型與發展。臺灣近幾年也在政府的大力推動文化創意產業下，使得臺灣的文化創新設計產品在國際舞臺上嶄露頭角，也讓全世界看到臺灣的文化創新的實力。而中國大陸近幾年經濟發展突飛猛進，中國大陸政府也在「十二五計畫」中明確的將文化創意產業定位為國家戰略性支柱產業之一，期望將中國大陸從世界工廠轉型升級為世界市場，讓國家經濟擺脫依賴傳統勞力密集及低階製造出口的危機。為了了解臺灣文化創意產品在中國大陸市場的競爭優勢，本研究以「意匠工房」品牌為例作為研究對象，參考Aaker和Yoo et al.品牌權益的架構，探討臺灣文化創意產品工藝品類在中國市場中，消費者對價格、展位形象、知覺品質、品牌忠誠度、品牌知名度與品牌聯想，同時又加入了對設計來源國、製造來源國效應與品牌權益的影響的研究。本研究採用結構方程式(Structural Equation Modeling﹐SEM)之淨最小平方(Partial Least Squares﹐PLS)作為研究方法。研究發現「意匠工房」品牌在價格對知覺品質，知覺品質與品牌忠誠度對品牌權益響影較不顯著；而在展位形象對知覺品質，品牌聯想/品牌知名度、設計與製造來源國對品牌權益的影響呈現顯著，這些研究結果可以提供相關臺灣文化創意產品進入中國市場策略上作為參考。 With the development of economic globalization, traditional industries have gradually lost their competitiveness while cultural & creative industry has become an emerging industry that countries all over the world are taking positive measures to promote its development, with a view to showing their own national strength and speeding up national economic restructuring and development through cultural value. In recent years, thanks to promotions made by the Taiwan Government, Taiwan cultural & creative products are making their presence in the international arena and showing the cultural innovation strength of Taiwanese to the world. As for China’s mainland, the economy has developed by leaps and bounds. Chinese government has also explicitly made cultural & creative industry as one of strategic pillar industries in the Twelfth Five-year Plan (2011-2015), expecting to help national economy to get rid of the dependence of traditional labor intensive and the crisis of primary manufacturing export by turning China’s mainland from the world factory to the world market. In order to know about the competitiveness of Taiwan cultural & creative products in the China’s mainland, this research takes a local brand - Formosan Art as the object of study and refers to the structure of the brand equity of Aaker and Yoo et al.. It attempts to analyze relations between consumers, price, booth image, perceived quality, brand loyalty, brand awareness and brand association, together with the influence of design and manufacturing country-of-origin effect on brand equity of Taiwan cultural & creative artworks in Chinese market. Based on PLS (Partial Least Squares) of the Structural Equation Modeling, this research has found that, in terms of the Yijiang Workshop, the influence of price on perceived quality and the influence of both perceived quality and brand loyalty on brand equity are comparatively insignificant, while the influence of booth image on perceived quality and the influence of brand association/ brand awareness and the design and manufacturing country of origin on brand equity are remarkable. These findings can serve as a strategic reference for the entrance of Taiwan cultural & creative products into Chinese market.

探討臺灣文化創意產品在中國市場的品牌權益關鍵因素 = Determinants of Brand Equity for Taiwanese Culture Creative Products in China：An Empirical Study of Formosan Art : 以意匠工房為例
陳, 震宇

探討臺灣文化創意產品在中國市場的品牌權益關鍵因素 = Determinants of Brand Equity for Taiwanese Culture Creative Products in China：An Empirical Study of Formosan Art : 以意匠工房為例 / 陳震宇撰 - [高雄市] : 撰者, 2012[民101]. - 52面 ; 圖，表格 ; 30公分.
參考書目：36-39附錄：1.問卷設計；2.意匠工房紀事年表.
品牌權益brand equity

探討臺灣文化創意產品在中國市場的品牌權益關鍵因素 = Determinants of Brand Equity for Taiwanese Culture Creative Products in China：An Empirical Study of Formosan Art : 以意匠工房為例
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