日本商品在台灣的電視廣告策略之研究： 在地化與全球化

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题名:	日本商品在台灣的電視廣告策略之研究：在地化與全球化 Television Advertising Strategy or Japanese Products in Taiwan:Localization and Globalization
作者:	張喬富 Chang, Chaio-Fu
贡献者:	新聞學系
关键词:	日本化廣告廣告在地化全球化來源國效應 Japan of the ad localization globalization the country of origin effect
日期:	2014
上传时间:	2014-02-20 16:00:57 (UTC+8)
摘要:	本研究之目的在於，探討廣告主在台灣播放的廣告內容，其呈現的製播方式與商品種類的關係，其中包括廣告全球化的特性與日本化廣告程度的高低是否有關係台灣在地精神與廣告再製兩者是否存在著絕對或直接的相關呢？也就是說，日系產品到底採用在地化廣告策略？或採取全球化廣告策略？研究結果發現不同產業類別的商品，會考量市場文化、地方季節、品牌規畫、消費者族群、商品特色等，做為廣告策略決策的因素，主要分為兩種策略方向(1)品牌考量(2)消費者需求。即使台日兩地文化相近，也有許多商品可以搭上Made in Japan的光環，但就訪談中發現，台灣消費者並非全部買單。所以要追求最高的廣告效益，還是得就兩地主要客群設計廣告，當然即使再製，還是會讓人一眼看出那是日系商品。 The purpose of this study was to investigate the advertisers in Taiwan broadcast advertising content , production and broadcasting manner which presents the relationship between the types of goods , including the characteristics of the globalization of advertising and advertising in Japan of high and low degree whether the spirit of Taiwan's relations with the ground Advertising reproduce both the existence of a direct correlation absolute or it? In other words, the use of Japanese products in the end of the advertising strategy in place ? Or take global advertising strategy ? The results showed that different types of industrial goods, considers market culture , local season , brand planning, consumer groups , and other characteristics of goods , as a factor in the decision-making advertising strategies , mainly divided into two strategic direction ( 1 ) brand considerations ( 2 ) consumer demand. Even if Taiwan and Japan two cultures are similar, there are many goods can catch the aura Made in Japan , but in interviews found that Taiwanese consumers not all accepted. So to pursue the highest advertising effectiveness , still have two main customer groups on advertising design , of course, even if made , or will make people see that it is a Japanese product .
显示于类别:	[新聞系暨新聞研究所] 博碩士論文

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