Title page for etd-0205104-014951


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URN etd-0205104-014951
Author Yen-yang Chen
Author's Email Address m8941610@student.nsysu.edu.tw
Statistics This thesis had been viewed 5385 times. Download 3918 times.
Department Business Management
Year 2003
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Strategy of Country Branding- A Case Study of Country of Origin Images and Destination Images on Taiwan and New Zealand
Date of Defense 2004-01-06
Page Count 95
Keyword
  • destination images
  • country of origin
  • country branding
  • New Zealand
  • Taiwan
  • Abstract With the development of globalization, countries with positive and good “country images” take more advantages when competing for tourists, products and investments in the world. Country images are attitudes that people have towards country’s people, organizations and institutions. Country images normally derive from history and environment events and will affect the evaluation of country’s products.
    This research holds that “Country branding” can build up positive country images, improve negative images and increase consumers’ desire to cousume country’s products. Three cases are discussed in this research: product images and destination images of Taiwan and destination images of New Zealand. Literature review and interviews are the main research methods. 
    This research concludes that setting up a responsible organization, maintaining sufficient and stable fund and assigning a suitable leader are essential for the country branding strateies. Besides, when forming the country branding strategies, this research suggests that: 1) Differentiation is one of the most important concept. 2) Country branding should be based on country’s reality and features. 3) Country branding should deliver “integrated, consistent and sustainable” images to customers.
    Advisory Committee
  • none - chair
  • none - co-chair
  • none - advisor
  • none - advisor
  • Files
  • etd-0205104-014951.pdf
  • indicate in-campus access immediately and off_campus access in a year
    Date of Submission 2004-02-05

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