探討個別品牌與聚落品牌之故事行銷策略架構

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题名:	探討個別品牌與聚落品牌之故事行銷策略架構
其它题名:	A Study on the Strategic Storytelling Frameworks of Individual Branding and Cluster Branding
作者:	游慧茹
贡献者:	推廣教育部廣告學系
关键词:	故事行銷品牌故事行銷聚落品牌故事行銷策略架構 Storytelling marketing Branding Global Branding Cluster Branding Strategic Framework
日期:	2013-08
上传时间:	2014-02-27 11:24:31 (UTC+8)
摘要:	故事行銷是品牌經營的重要工具，因故事讓人容易記憶，讓人產生共鳴，經由說故事的方式，喚起消費者對品牌的認同與歸屬感，產生進而影響消費者對品牌的態度。為了要深入探討故事行銷，本計畫規劃三階段的研究，建立一套完整規劃的「品牌故事：國際化策略模式」，提供給企業與政府運用故事行銷經營品牌之參考。本計畫第一年歸納「國際品牌故事行銷」，分析品牌故事的需求層次以及建構故事行銷策略架構，提供企業國際品牌故事行銷的學習目標；第二年探究「聚落品牌故事行銷」，以第一年發展的故事行銷策略架構為基礎，參酌品牌國際化策略，提供中小企業聚落品牌故事行銷以及品牌國際化的參考；第三年比較「個別與聚落品牌故事行銷」，延續前兩年的研究成果作比較，提供企業該選擇單打獨鬥的個別品牌故事行銷策略，或是互利共生的聚落品牌故事行銷策略，以及政府培育產業自創品牌的依據。 Storytelling is an important and powerful way for branding. As the messages in stories are easier to remember and to resonate strongly within individuals or even organizations, brands will be shaped and connected inside consumers through strategic storytelling marketing. Underpinned with the theories of storytelling, branding, cluster branding, and theories of needs and consumer behavior, this proposal aims to build up a strategic storytelling framework for individual branding in the first year, and for cluster branding in the second year. As a result, a further investigation into the different impact on consumer brand attitude will be examined in the third year. The results of this three-year study will provide a systematic strategic framework for companies in adopting and executing branding strategies through storytelling, and also for government in fostering cluster industries composed by SMEs collectively as a whole in branding through stroytelling.
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