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請使用永久網址來引用或連結此文件:
https://irlib.pccu.edu.tw/handle/987654321/26620
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| 題名: | 由韓流看韓國如何打造文創產業及提升國家品牌形象
Through Hallyu to Study How South Korea builds up Culture Creative Industry and Upgrade Country Image |
| 作者: | 朱玉君
Chu, Yu-Chun |
| 貢獻者: | 韓國語文學系 |
| 關鍵詞: | 文化創意產業
國家品牌
國家形象
韓流
Creative culture industry
Hallyu
Korean wave
National brand
National image |
| 日期: | 2013 |
| 上傳時間: | 2014-02-20 14:52:59 (UTC+8) |
| 摘要: | 「韓流」在台灣、中國、日本等亞洲地區興起一股韓國大眾文化風潮之後，其影響範圍隨著網際網路的發達與數位化技術的發展，不但擴大到中東、東歐等地區，近年來更迅速地蔓延到歐美西方國家。而正當全球掀起「韓流」熱潮的同時，許多與韓流相關的文化創意產業也被介紹到世界各地，韓國國產品的國際市場通路逐漸拓展開來，為韓國創造了不可小覷的「韓流經濟」。「韓流」不僅為韓國帶來龐大的經濟效益，透過電視劇與K-POP也成功地改善韓國在國際社會上的形象，增加人們對韓國的好感度。
本研究主要採用韓國文化體育觀光部、文化藝術委員會、電影振興委員會、國家品牌委員會等資料庫內所提供的次級資料作為研究基礎，分析韓流的發展過程，探討韓國政府及企業如何運用置入性行銷、故事行銷(Storytelling)、一源多用(One Source Multi-use)、複合性行銷(Hybrid)等策略，從電視劇、流行音樂等「韓流」中打造今日的文化產業、擴展其文化產業市場的版圖，以及如何將其國家品牌形象逐步擴大到國際舞台。
Through the development of the internet and multimedia technologies, the Korean Wave (also known as Hallyu) has already gained immense popularity in Taiwan, China, Japan, and other Asian countries. Hallyu has also been rapidly establishing a strong foothold even as far as the Middle East, Eastern Europe, the US, and the UK.
As Hallyu gains momentum globally, the world is also introduced to the various cultural contents of the Korean Wave, and this has in turn boosted the Korean culture industry and economics with its high export value. “Made in Korea” products are now making inroads into the global market. Thus, the term Hallyu is reaping enormous economic benefits for Korea, including improving the status of Korea’s national brands and the overall impression of Korea to foreigners. The Korean Wave is manifested as a regional cultural trend signifying a triumph of Korean culture and upgrading Korea’s national image.
This study uses data from MCST (The Ministry of Culture, Sports and Tourism), ARKO (Arts Council Korea), KOFIC (Korean Film Council) and PCNB (Presidential Council on Nation Branding) to analyze Hallyu’s development and explore how the South Korean government and private enterprises use product placement marketing, storytelling, one source multi-use, hybrid strategies to establish and expand the culture industry and strengthen its national brand imagine in the world through TV dramas and K-POP. |
| 顯示於類別: | [韓文系所] 博碩士論文
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