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系統識別號 U0026-1408201323443700
論文名稱(中文) 宗教性表演團體之社會資本品牌策略研究
論文名稱(英文) A Study of Social Capital-oriented Brand Strategy for Religion-based performing Groups
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 101
學期 2
出版年 102
研究生(中文) 黃慧芳
研究生(英文) Hui-Fang Huang
電子信箱 kitty.rice@msa.hinet.net
學號 PA6001075
學位類別 碩士
語文別 英文
論文頁數 136頁
口試委員 指導教授-林峰田
指導教授-楊佳翰
口試委員-鄭至甫
口試委員-林蕙玟
中文關鍵字 宗教性表演團體  宗教文化創意產業  社會資本品牌  社會資本品牌策略 
英文關鍵字 Religion-based Cultural and Creative Industry  Religion-based Performing Group  Social Equity Brand  Social Capital Brand Strategy 
學科別分類
中文摘要 摘要

社會資本主義時代(Social Capital Era)的興起意味著人際關係互動、信任與社群影響力的崛起.以信仰為核心價值的宗教性文化創意產業儼然成為俱有豐沛社會資本特質的代表產業,在宗教文化及慶典活動蓬勃發展的現代,緊密關聯的周邊產業 - 宗教性表演團體應如何利用本身所藴涵的社會資本及以信仰為核心品牌(Core Brand)的網絡平台,建立自我品牌及專屬的文化識別,並建構俱社會資本特色的品牌策略便是本文的研究重點.
本研究以『理論架構』及『質化研究』為主要研究方法,過程以目標對象及個案的深度訪談 (in-depth interview)及宗教節慶活動參與者主題性問卷調查作為資料收集及理論驗證基礎,探究傳統宗教性表演團體蘊藏的社會資本特質,與產業核心(信仰)的品牌關係,進而提供以社會資本為導向之宗教性文化表演團體品牌策略
英文摘要 Abstract

「The Rising of Social Capital Era」 indicates relationship, reciprocity and networks have been strengthened. This research assumes religion-based cultural and creative industry with rich social equities endorsed religion-based performing groups as a core brand. How to utilize social equities and shared networks within belief to establish their sustainable brands and private identities for religion-based performing groups is the core value in this research.
In this research experience-led questionnaire is preceded to investigate existing social equities within belief from participant’s point of view. By in-depth interview and case study to explore social equity impacts on bilateral brand relationship between belief and religion-based performing groups. Eventually this research aims to provide a practical social capital-oriented brand strategy for religion-based performing groups, which could be extended into related religious cultural industry in the future.
論文目次 Table of Contents

摘要 .... I
Abstract .... II
Acknowledgement .... IV
Chapter 1: Introduction ...... 1
1.1 Research Background and Motivation ..... 1
1.2 Research Objectives ..... 4
1.3 Research Questions ...... 5
1.4 Research Process .... 7
1.5 Research Value ... 9
Chapter 2: Literature Review ... 11
2.1 Religion-based Cultural and Creative Industry .... 11
2.1.1 Role of Belief in Religious Cultural and Creative Industry ... 13
2.1.2 Scope of Religion-based Cultural and Creative Industry ..... 15
2.1.3 Religion-based Performing Industry ..... 17
2.1.4 Religious Economy and Marketing .... 19
2.2 Social Capital Theory ... 21
2.2.1 Definition of Social Capital ..... 24
2.2.2 Key Elements of Social Capital .... 26
2.2.3 Development of Social Capital Research .... 28
2.3 Social Equity Brand ...... 29
2.3.1 Social Equity ... 30
2.3.2 Brand Equity ... 34
2.3.3 Concept of Social Equity Brand ... 37
2.3.4 Social Capital Brand Strategy .... 40
Chapter 3 : Methodology .... 43
3.1 Research Method ... 43
3.1.1 Quantitative Research - Experience-led Questionnaire ... 44
3.1.2 Qualitative Research - In-depth Interview..... 45
3.2 Research Design ..... 47
3.2.1 Research Construct .... 49
3.2.2 Guiding Questions in Questionnaire Design..... 52
Chapter 4 : Results ... 58
4.1 Research Sample .... 58
4.1.1 Sample of Questionnaire .... 59
4.1.2 Overview of Interviewees ..... 65
4.2 Research Findings .... 73
4.2.1 Social Equity in Religion-based Performing Groups..... 74
4.2.2 Brand Equity in Religion-based Performing Groups.... 78
4.2.3 Social Equity Brand of Religious Performing Groups...... 83
4.3 Summary ... 86
Chapter 5 : Discussion ... 89
5.1 Discussion ...... 89
5.1.1 Belief as a Core Brand in Religious Cultural and Creative Industry..90
5.1.2 Cognitive Differences between Participants, Belief and RBPG .. 91
5.1.3 Brand Awareness and Identity ...... 92
5.1.4 Social Capital-oriented Brand Strategy for Religion-based Performing
Groups .... 92
5.2 Implications for Theory ..... 94
5.3 Implications for Practice .... 96
5.4 Research Limitation ... 99
5.5 Recommendations for Future Research .... 99
Chapter 6 : Conclusion .... 100
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