Academic literature on the topic '品牌故事'

新的形势下地方文化旅游产业的的融合发展是国家宏观战略下的政策导向，也是地方文化旅游产业自身发展的内在需求，以新媒体为依托的新文艺群体在我国文化传播和产业发展中的作用不可小觑，给地方文化与旅游产业融合发展带来了新的启示。李子柒的影响力和商业价值是不可复制的，但在“李子柒现象”的启发下，开放思想，进行资源优势互补、强调品牌价值、依托互联网的传播力量，在文旅产业融合发展的基础上，发挥新文艺群体在文化旅游产业发展中的催化剂作用，更多的人才、奇才参与到其中，确保专业化团队运营，保证影响力、公信力、文化内涵、讲好地方文化故事应是文旅融合发展的新突破口。

碩士
德明財經科技大學
資訊管理系
103
This research collects background information by Qualitative method of Exploratory Research. Base on the concept of Innovation Diffusion Theory,“CONTAMINATION”is being used as a VERB here to define and state the value of cultural contamination. In addition, by telling the stories of certain brands, relating the individuals, groups, evens and situations to processing system compiling and logical analysis to explain the multi-aspects of cultural contamination in different levels of the society. This research selects samples from interviewees who are teachers in junior high schools and primary schools in Taipei by using Snowball Sampling and Judgmental Sampling methods. Applying Good of Fit method to analyze information as well as combining Qualitative and Quantities Analysis, to explore how the power of Cultural Contamination interfering interviewee’s behaviors and habits by consuming habits and brand recognition. The interpretation of analyzed result compares with relevant studies creating meaningful information to acquire advance deeper value during the qualitative reasarch.

碩士
正修科技大學
經營管理研究所
98
Under the fierce competition in the market, the impression and the memory of the consumers on the product are two of the important factors that will lead them to buy the product. In reality, when consumers buy products, they don’t normally consider only the product itself but also the labels, meaning of the label, attitudes and values behind it. These characteristics can be called the core mind and personality brand or brand story wants to transmit to the consumers. How to transmit these characteristics through brand story to surpass the differential threshold of the perceptions of the consumers, promote the semantic memory to obtain a good communication result and influence the purchase intention of the consumers are the important approaches companies use nowadays to establish their brand image and promote brand equity. However, the more important thing companies should consider is to untie the “black box” of the consumer behavior in order to effectively understand the process on how brand story can affect the behavioral intention of the consumer. Thus, using the theory of planned behavior as the basis, this study analyzed on how brand can use different stories to change the inner views of the consumers, further affect the behavioral intention of the consumers and even affect the actual consumption behavior. To explore the relationship of brand story on the behavioral intention of the consumers, this study was divided into 3 stages to clearly explore the influence, structure and influencing channel of brand story. The first stage explored the cognition, involvement and degree of persuasion of the information source of the consumers on the brand story through credibility. The second stage selected the brand story content which conforms to the structure of the story according to the official website. Then, qualitative analysis is used to obtain the result from the story through content retrieval, word coding, word classification, computation of reliability and total of classification. The third stage adopted quasi-experimental design where LISREL is used to find the main channel of the brand story that affects the behavioral intention of the consumer through the theory of planned behavior. The result is divided into three parts: (1) brand story affects the behavioral intention of the consumers through professionalism, reliability and attractiveness where attractiveness has the most influence. (2) Different industries use brand stories with different characteristics to reach the demands of the consumers where (a) cosmetics and food products emphasize on comparing the product development of other companies in the same industry, (b) the jewelry industries emphasize on the special meaning of the historical heritage and abstract beauty of their own products thus, creating brand stories with legendary meanings is the best method for this industry, (c) the companies of the logistic industry applied the origin of their brand name in the vision and commitment of their companies entrusting the emotional position of the brand, (d) other brands mainly markets self-brand products by describing their uniqueness and functionality based on the demand for their products. (3) Brand story conforms to the channel of the theory of planned behavior where the behavioral intention of the consumers is affected by the attitude, subjective norm and perceived behavioral control. Therefore, the small and medium-size Taiwan companies are suggested to consider the most effective pattern to promote the value of the industry from creating self-brand to promoting the additional values of the brand to enter the world of internationalization. The companies should consider the characteristics of the industry through the communication between the brand story and the consumers. The companies can also consult the successful models of excellent brands and create a story that can promote the brand equity according to the brand characteristics and core mind.