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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35123


    Title: 說故事建立品牌：國家文化、產品品類、品牌屬性之探討
    Authors: 吳宛穎
    Contributors: 陳建維
    吳宛穎
    Keywords: 故事
    品牌故事
    企業網站
    國家文化
    產品品類
    品牌屬性
    敘事
    Date: 2006
    Issue Date: 2009-09-18 14:13:04 (UTC+8)
    Abstract: 良好的品牌都有自己的故事，並且會一直地說著自己的故事。過去研究已證實故事能夠使聽者融入其觀點中，加深聽者的記憶，並在聽者心中產生共鳴。不同的故事主體有其不同的管理意涵，而其在品牌管理之意義為何？本研究依據「國家文化」、「產品品類」與「品牌屬性」三層次探討品牌故事在故事主體選擇上之差異。
    本研究使用內容分析法，依據Fortune與Business Week兩個排序之全球百大企業品牌，對其網站「關於我們」(About us)揭露之品牌故事的故事主體進行編碼，並獲得以下結論：
    1. 「顧客故事」：能夠觸碰到消費者的情感，增加故事對其相關性與影響力。有形商品會運用顧客故事詮釋消費過程中產生的服務與象徵意義，提升企業對商品無形之承諾；形象品品牌會使用顧客故事給予利益關係人一個明確的使用者形象，增加其使用者聯想與訊息記憶，並提升品牌故事可信度。
    2. 「創立者故事」：三個層次構面對創立者故事之使用均有影響力，藉由創立者故事之溝通，低語境溝通文化企業表達其自力自強之品牌人格；功能品品牌企業可強調其在同品類產品中之差異化與功能性；有形商品企業可傳遞其承諾並增加知覺品質。
    3. 「品牌代言人故事」：員工故事僅在國家文化構面下有影響力，個人主義國家企業會藉之強調個人之知識與技能；透過名人故事，形象品品牌可建立其品牌形象，在利益關係人記憶中形成長期持久之差異化，有形商品提升無形利益與承諾。
    4. 「行銷訊息故事」：低語境溝通文化國家企業會藉由品牌象徵故事作為與利益關係人溝通品牌人格與生活型態之信念。此外，行銷訊息故事的廣泛運用反應品牌經理人面臨在品牌管理上的媒體訊息整合之挑戰。
    Reference: 中文部分
    1. 吳錦勳(2006)，商業週刊 第920期
    2. 黃光玉(2005)。「說故事打造品牌：一個分析的架構」，第十三屆中華民國廣告暨公共關係國際學術與實務研討會論文。
    3. 賴佩婷(2005)。「品牌故事及其結構與內容在不同商品類型下對廣告效果的影響」.台灣大學管理學院商學研究所碩士班碩士論文。
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    網路資料部分
    1. Benson, Joseph (2005)
    http://www.allaboutbranding.com/index.lasso?article=393 (2007/06/18)
    2. Hofstede, G.
    http://www.geert-hofstede.com/ (2007/04/30)
    3. Fortune (2006), “Fortune Global 500”
    http://money.cnn.com/magazines/fortune/global500/2006/full_list/ (2007/05/16)
    4. 企業品牌故事網站如附表一
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    94351017
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094351017
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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