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論文名稱(中文) 探討泰國本土文化如何在泰國創意商業中建立品牌識別 : 以Nuay Nard品牌為例
論文名稱(英文) Exploring How Local Thai Culture Builds a Brand Identity in Creative Business in Thailand: A Case Study of Nuay Nard
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 Industries Design
學年度 108
學期 2
出版年 109
研究生(中文) 吳詩麗
研究生(英文) Sirinan Wanitnonthakul
學號 RA6067560
學位類別 碩士
語文別 英文
論文頁數 154頁
口試委員 指導教授-陳明惠
口試委員-謝孟達
口試委員-高如妃
中文關鍵字 創意商業  創意經濟  品牌識別  本土文化  Nuay Nard  世界性在地主義  品牌故事 
英文關鍵字 Creative Business  Creative Economy  Brand Identity  Local Culture  Nuay Nard  Cosmopolitan Localism  Storytelling 
學科別分類
中文摘要 自2004年,第十屆泰國國家經濟與社會發展計畫(National Economic and Social Development Plan)提出創意經濟與創意商業,為提升泰國創意商業之經濟成長,並建立泰國創意中心。在泰國社會中,本土的智慧、文化、傳統與其極具價值與特殊性的多樣自然資源間的穩定關係,這些元素為泰國的創意商業在開發具價值性產品與服務市場上提供競爭優勢,在泰國創意產業市場中卻存在低產品差異化的情形,由於許多泰國創意企業家缺乏對本土文化資產、消費者行為的認識,並缺乏開發與應用創新於創意商業的能力,但卻鮮少研究深究此議題,因此此研究目的為:(一)了解泰國本土文化與創意商業的關係,(二)理解泰國文化如何塑造品牌識別,(三)闡述本土社群世界性在地主義間的關係,(四)探討如何利用品牌故事力影響消費者決策。
為探討此主題,此研究以Nuay Nard為本土文化與品牌識別之研究個案。Nuay Nard是創立於泰國東北部的本土品牌,其品牌識別是將本土文化作為為構成元素,把國際與本土智慧交流的成果,而品牌故事力則為傳達品牌識別予以消費者的方法。
此研究方法包含文獻探討、個案研究、深度訪談,受訪者為品牌創辦人、品牌夥伴、泰國消費者與臺灣經銷商。有17位受訪者參加了這項研究。研究發現表明,泰國當地文化是在泰國創意業務中創造產品,包裝和其他品牌元素的靈感來源。此外,泰國當地文化對於樹立Nuay Nard品牌形像也起著重要作用。當地的自然資源和智慧創造了特殊的客戶體驗,品牌願景和品牌價值。不僅地方主義為品牌做出了貢獻,世界性地方主義也有貢獻。世界性地方主義是一種知識交流,可以創造創新的產品並解決區域性問題。最重要的是,講故事是一種有效的傳播工具,可以將品牌的本地標識傳遞給客戶。此研究目標為探討泰國本土文化對創意商業之建立品牌識別的幫助,以及泰國創意商業企業家如何藉由文化作為構成品牌識別的重要組成進行價值生成,並希望此研究能幫助對泰國創意商業領域有興趣者。
英文摘要 Creative economy and business were mentioned in The Tenth National Economic and Social Development Plan of Thailand to increasing economic growth of creative business in Thailand since 2004. Based on Thai social system having a constant relationship with local wisdom, local culture, traditions, and a variety of natural resources which are valuable and unique. These factors are a competitive advantage for Thai creative businesses to create valued products and services to the market. However, there is low product differentiation in the creative industrial market in Thailand. Many Thai creative entrepreneurs are lack of understanding local cultural assets, consumer behavior, the capability of developing and applying innovations to creative businesses in Thailand. There are a few studies investigating this issue. The purpose of this research is 1) To understand the relationship between Thai local culture and creative business in Thailand 2) To understand how Thai local culture develops brand identity 3) To explain the relationship between the local community and cosmopolitan localism and 4) To explore how brand storytelling affects consumers’ decision. In order to achieve the objective, this study takes Nuay Nard as a case study to investigate the relationship between local culture and brand identity. Nuay Nard is a local brand originally from Northeastern Thailand. The brand identity of Nuay Nard is a result of local cultural components and the exchange of global and local knowledge. In addition, storytelling is a communication method to transfer brand identity to customers thoroughly.
The researcher aims to investigate how local Thai culture contribute to creating brand identity of creative business. This research will be conducted by literature review, case study, in-depth interview to brand founder, brand partner, Thai customers, and Taiwanese dealers. There are 17 interviewees participating in this research. The research finding presents that Thai local culture is a source of inspiration to create product, package and other brand elements in creative business in Thailand. In addition, Thai local culture has a significant role to develop brand identity of Nuay Nard. The local natural resources and wisdom create special customer experience, brand vision and value of the brand. Not only localism contributes to the brand, cosmopolitan localism also does. Cosmopolitan localism is an exchange of knowledge to create innovative products and solve problems in regional area. Above of all, storytelling is an effective communication tool to transfer the local identity of brand to customers.
The researcher hopes that this study will inspire Thai creative business entrepreneurs to generate the value of culture as an important composition developing brand identity in creative business and also hope that this research would be useful for audiences who are interested in Thai creative business field.
論文目次 摘要................i
ABSTRACT...............iii
CONTENTS...............vi
TABLE CONTENTS.............x
FIGURE CONTENTS............xi
CHAPTER 1: INTRODUCTION
1.1 Research Background............1
1.2 Research Motivation............2
1.2.1 Academic Motivation...........2
1.2.2 Personal Motivation...........5
1.3 Research Objectives and Questions..........7
1.4 Research Framework.............8
CHAPTER 2: LITERATURE REVIEW
2.1 Creative Economy and Business in Thailand........9
2.1.1 Creative Economy in Thailand.........9
2.1.2 Creative Business in Thailand.........12
2.2 Local Culture in Design...........14
2.2.1 The idea of local culture in design........14
2.2.2 Northeastern part in Thailand..........19
2.2.3 Northeastern Thai as a marginal culture in Thai literature....22
2.2.4 Local wisdom in Northeastern Thailand.......23
2.3 Brand Identity..............26
2.3.1 What is Brand Identity..........26
2.3.2 PCDL conceptual model for building identity......31
2.3.3 Local Culture and Brand Identity........33
2.3.4 Storytelling and Brand Identity.........34
2.4 Cosmopolitan Localism............37
2.4.1 The definition of cosmopolitan localism.......37
2.4.2 Connection of Cosmopolitan Localism and Brand Identity....41
CHAPTER 3 – RESEARCH METHODOLOGY
3.1 Case study .............43
3.2 In-depth interview............43
3.3 Data collection.............44
3.3.1 Profile of Nuay Nard’s founder and brand partner.....44
3.3.2 Profile of Day On Select store........46
3.3.3 Selected Criteria for interviewees.........49
3.3.4 Demographic information.........49
3.3.5 Interview Structure..........49
3.4 Data Analysis.............50
CHAPTER 4 – RESEARCH RESULT
4.1 Case study of Nuay Nard...........51
4.1.1 Introduction of Nuay Nard..........51
4.1.2 Kapferer’s Brand identity prism of Nuay Nard......55
4.2 Local culture attribute in positioning the brand.......57
4.2.1 Local Cultural design features in Nuay Nard......57
4.2.2 Local lifestyle brand category........64
4.2.3 Nuay Nard’s brand positioning in Thailand.......68
4.3 Communicating the brand identity through storytelling......76
4.3.1 Storytelling in innovative communication methods.....76
4.3.2 Brand message creates positive emotion to customers.....87
4.3.3 The diversity of brand images of Nuay Nard......88
4.3.4 Type of relationship between customer and brand......91
4.4 Delivering the brand performance of Nuay Nard.......92
4.4.1 Product performance of Nuay Nard........92
4.5 Cosmopolitan localism as a role to leveraging the brand equity .....96
4.5.1 Cosmopolitan localism in brand extension of Nuay Nard .....96
4.5.2 Cosmopolitan Localism in collaboration......101
4.5.3 Social Integration in Thai cultural context......104
CHAPTER 5: DISCUSSION ON RESEARCH QUESTIONS AND IMPLICATION
5.1 The relationship between Thai local culture and creative business in Thailand..............108
5.2 Thai local culture in a role of develop Nuay Nard’s brand identity....110
5.3 The relationship between Nuay Nard, local community and globalism based cosmopolitan localism............114
5.4 The effect of brand storytelling on customers’ decision......117
5.5 Implication of theory............118
5.6 Implication of practice............119
5.7 Research Limitation.............121
5.8 Suggestion for future ...........122
CHAPTER 6: CONCLUSION
6.1 Conclusion..............123

REFERENCES.............127

APPENDICES............. 151
Appendix 1: Nuay Nard brand founder and partner interview questions outline... 151
Appendix 2: Day On Select Store interview questions outline..... 152
Appendix 3: Thai customers interview questions outline....... 154
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