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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/51214

    Title: 地域ブランド創造戦略―東洋ハワイの沖縄を中心に
    Other Titles: 區域品牌創造策略—以東方夏威夷沖繩為中心
    The strategy of area brand creation: a case study of eastern Hawaii Okinawa
    Authors: 李佩佩;Lee, Pei-pei
    Contributors: 淡江大學亞洲研究所碩士班
    Keywords: 軟實力;日本力;哈日族;觀光立國;地域品牌;沖繩;Soft Power;Nippon-Ryoku;Japan-Crazy Tribe;Tourism-Based Country Promotion Basic Act;Area Brand;Okinawa;ソフト・パワー;日本力;哈日族;観光立国;地域ブランド;沖縄
    Date: 2010
    Issue Date: 2010-09-24
    Abstract: 前哈佛大學教授約瑟夫奈提出,今後的國際關係將從利用軍事力量和經濟實力強迫收買其他國家的硬實力,轉由利用文化、技術、先端科技等吸引他國的軟實力。近年來日本在海外被稱為「很酷的國家」,從日本衍生出來的大眾文化正波及著全世界。進入21世紀,跨越國境間人們的移動也越來越興盛,觀光產業被稱為21世紀的明星產業。
    The former Harvard professor Joseph Nye said that the future of international relations from the use of military force and economic strength of the hard power to force other countries to turn from the use of culture, technology, science and technology tip of soft power to attract other countries. In recent years Japan is called in the overseas “the very cool country”, Japan''s popular culture is being spread throughout the world. In the 21st century, more and more people move across borders flourishing the tourism industry is said to be leading industry of the 21st century.
    Japanese Government had with to promote the "Soft Power" for the expansion in by “Welcome to Japan” in 2003 to take the slogan, implemented the sightseeing to found a nation the policy. However goes sightseeing the first essential factor which founds a nation is “promotes the Japanese various regions the charm”. Japan''s high economic development in the process of implementing the idea of unified throughout the country, so Japan''s cities and counties, towns and villages do not have their own characteristics. In order to win in the regional competition with other regions to make differentiation has become very important. To use of regional resources in the area of goods and services into a unique brand. If the region brand power strong enough, will be able to have more and more consumers to this expense, then will promote the region economy activation. How therefore creates the region brand regarding between the country and various regions is very important issue.
    This present paper starts from formerly Harvard University international political scientist Professor Joseph Nye proposed "The Soft Power" concept to elaborate, where discusses the Japanese soft power superiority. And analyzes Japan in order to sell the soft power which formulates the sightseeing to found a nation the policy content. Using the region brand management theory, by Japan each all said in the government office county, sells case Okinawa which the region brand succeeds is the center, how analyzes Okinawa to transform smoothly the region abstract image as the brand impression. Makes the region brand the region unique commodity and the service the successful strategy. Through Okinawa''s case analysis to discuss the secret which the region brand succeeds. Finally aims at the expansibility which Okinawa region brand will future continue to carry on the discussion.
    Appears in Collections:[亞洲研究所] 學位論文

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