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URN etd-0814114-123508 Statistics This thesis had been viewed 1395 times. Download 323 times. Author Liang-Yuan Che Author's Email Address No Public. Department Industrial Design Year 2013 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 120 Title The study on the Impression Map of Taipei City Keyword Taipei City City Impression Brand Concept Maps Brand Concept Maps City Impression Taipei City Abstract In recent years, the international communities promote "City Branding", make the
scale of the previous business interests transpose to enlarge the urban system, then formulate policies conducive to urban development and establish a positive impression of the city. It can bring more economic development opportunities, not only increase the confidence of the international enterprises, but also attract more tourists looking for a better urban experience through promoting "City Branding".As the Taiwanese capital, Taipei is the most representative of the city, turning into internationalization is sooner or later. However, the Taipei metropolitan operators should ponder the important issues about how to respond rapidly changing international market, and maintain its own unique culture at the same time. Brand development depends on people's minds for the things impression. Therefore, while viewing how things develop into brand strategies, the impression and concepts which are the most intuitively cognition need to know and to be positioned firstly. Currently, Taipei identified in the urban development is still ambiguous. But before the construction of Taipei city brand, we must understand the minds of the masses about Taipei’s urban impression and the awareness of Taipei’s characteristics for the masses, and according to the analyses, we can construct Taipei’s overall base plate to be a basis for the future development of Taipei city brand.In this study, we use the Brand Concept Maps to explore the masses’ specific concepts for the city of Taipei impression. The results showed that: first, it found the masses about Taipei city impression including the following 10 options, like "Crowded",
"Busy", "Convenience", "High consumption", "Public transportation", "Prosperity","Nightlife", "Modern", "Taipei 101 "," A forest of skyscrapers ". Second, the different impression maps which are generated by different masses found that people live in Taipei, theirs impression maps structure is more unified, and high correlation with each other; on the other hand, who do not live in Taipei, the associated vocabularies are fewer and lower correlation in theirs impression maps. Relative to the overall impression map of Taipei city, when Taipei city residents associate with Taipei, it increases the impression concept, " literature and art", "Cuisine", "Wet" and they do not think " A forest of skyscrapers " is associated with Taipei ; nevertheless, the masses live in other iv cities do not think Taipei and "Nightlife" is relevant. Third, it found that the non-core concepts association "Trendy" and "Taipei 101” is associated, so it can be the tools used as the core concepts driving consumers to brand in the future. Fourth, the Taipei City is facing rapid development, internationalization, urbanization status, relative in the minds of the masses has also produced a high consumption, bustling, trendy fashion and other lexical association. For this study, the masses are with the most original and direct perception of starting to construct a public impression of the structure of the Taipei city map, hoping thereby to understand the public about the specific cognitive of Taipei City and expect that can be used as the base plate for Taipei City urban brand reference in the future.
Advisor Committee Chia-Hua Lin - advisor
Shyh-huei Hwang - co-chair
Wen-Yuan Lee - co-chair
Files Date of Defense 2014-07-17 Date of Submission 2014-08-14