系統識別號 | U0002-2006201913071000 |
---|---|
DOI | 10.6846/TKU.2019.00595 |
論文名稱(中文) | Nike之文化行銷之研究 |
論文名稱(英文) | Research of Nike's Cultural Marketing |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 經營管理全英語碩士學位學程 |
系所名稱(英文) | Master's Program in Business and Management (English-Taught Program) |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 107 |
學期 | 2 |
出版年 | 108 |
研究生(中文) | 游喬丹 |
研究生(英文) | Jordan Sears Yuri |
學號 | 606585122 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2019-06-06 |
論文頁數 | 39頁 |
口試委員 |
指導教授
-
李旭華(timothyleeok@gmail.com)
委員 - 楊斯琴 委員 - 陳瑞陽 |
關鍵字(中) |
文化品牌 品牌 耐克 自由主義 意識形態 |
關鍵字(英) |
cultural branding brand Nike liberalism ideology |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
耐克已經採用了一種關於文化品牌理論的方法,而它利用社會問題來創造體現其廣告的神話(故事)。通過其過去品牌推廣活動的譜系,發現了一種趨勢; 它揭示了Nike並沒有將國家意識形態視為矛盾,而是與美國民主黨植根的自由主義結盟,並反對共和黨的理想和價值觀。通過這樣做,它避免了文化中斷,這些文化中斷會阻礙典型的文化品牌,從而在競爭中生存和繁榮。 |
英文摘要 |
Nike has utilized a method regarding the cultural branding theory, whereas it uses social issues to create myths (stories) that embody their advertisements. Through the genealogy of its past branding initiatives a trend is uncovered; it reveals that Nike has not been targeting national ideologies to contradict, instead it has aligned itself with the Liberalism rooted in the Democratic Party of America and contradicts the opposing Republican Party’s ideals and values. In doing so it has avoided cultural disruptions that hinder typical cultural brands over time, thus surviving and thriving over its competition. |
第三語言摘要 | |
論文目次 |
Table of Contents Chapter 1: Introduction 1 • Background • Motivation • Purpose of Study • Research Flow Chapter 2: Literature Review 5 • History of Nike • Liberalism & Conservatism • History and Progression of Traditional Branding • Concept of Cultural Branding Chapter 3: Methodology 16 • National Ideology • Cultural Contradiction • Populist World • Components of the Cultural Brief • Cultural Authority • Political Authority • Cultural Disruption Chapter 4: Genealogy of Nike 22 • Emergence of the Nike Brand • Populist World: The African American Ghetto • Developing Authenticity &Charismatic Aesthetic Chapter 5: Cultural Branding of Nike’s 30th Anniversary Just Do It Campaign 32 • Analysis Chapter 6: Conclusion 37 List of Figures • Figure 1 3 • Figure 2 19 |
參考文獻 |
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