如何融合文化元素打造跨文化品牌－－以華人文創品牌為例

How to Build a Cross-Cultural Brand by Merging Cultural Elements: Case Study of Taiwanese Cultural Creative Brands

本研究回應學者對新興國家發展全球品牌研究的呼籲，以二家來自台灣的華人文化創意品牌—品家(JIA)與法藍瓷(FRANZ)為對象，採長期探索性的個案研究法，研究此二品牌如何利用文化元素建立跨文化的全球品牌。研究結果提出三層次的文化融合策略架構，依與消費者接觸緊密程度分為：融合取向選擇、融合方式建構與融合文化呈現三層次。此理論架構，提出在地與全球文化元素的融合方式，建構廠商如何萃取文化資源並轉換成品牌價值的理論。研究結果亦顯示在跨文化品牌建構過程中，廠商的文化融合策略與消費者連結程度，以及廠商對文化融合能力的掌握，是影響建構成效的重要因素。本研究提出的文化融合策略架構與跨文化品牌打造原則，不僅可作為來自東方或新興國家發展全球性的品牌策略參考，對全球／在地消費者文化定位，與跨文化品牌建構相關理論，也有補充與增進的貢獻。

As the increasing complex of globalization process, the conventional binary positioning strategy of an international brand, global vs. local, fails to adequately explain the rise of new cross-cultural brands, particularly, new cultural brands from emerging markets. This study explores how companies from the emerging countries, by the use of cultural resources, build up cross-cultural brands. Based on a longitudinal qualitative research on two Taiwanese cultural-creative brands, JIA and Franz, both position their brands by merging the western and eastern cultures, this study proposes a three-level framework cultural merging: merging orientation, merging construction, and merging presentation. Moreover, the study suggests two key factors related to the framework: the connection between consumers and culture merging and the mastering of culture merging. The results of the study may shed light on how cultural-based brands take advantage of as well as balance global and local cultural elements, and thus make both practical and theoretical contributions to the field of international branding strategy.