| Summary: | 碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系 === 104 === The purpose of the present study was to investigate how a “city’s cultural products” can be
used as a means to deliver the brand image of the city and enhance its brand power through the perspective of “city branding.” A literature review indicated that positioning and shaping city branding have becoming key aspects for the enhancement of city’s competitiveness, and that developing cultural soft power has become a focal aspect in various cities. America , England, South Korea, and Japan are actively developing their cultural and creative industries, utilizing cultural heritage to creating city differentiation and features. Moreover, the cultural products offered at popular tourist destinations play an increasingly important role in cultural delivery amidst the rapid development of the travel and tourism industries. Therefore,
the objective of the present study was to investigate how “city’s cultural products” are used to deliver the “brand image of the city,” focusing on the roles of relevant product characteristics. The present study was divided into two stages. In the first stage, a “literature review” was conducted to collate the positioning principles of various cities and the evaluation items of their cultural products. Twenty characteristics were identified from the literature review. These characteristics were then presented to an expert panel, which revised the “characteristics of the city’s cultural products” to a set of 10 characteristics. The panel also selected 15 cultural products collaboratively launched and approved by city governments and relevant departments. In the second stage, a “questionnaire survey” was conducted to determine consumes’ evaluations and preferences concerning the characteristics of the 15 cultural products. Study findings were as follows: (1) Designers should focus on the “urban element” characteristic to enable consumers to receive the correct urban culture messages and achieve cultural consensus. (2) The “design performance” characteristic gained the highest consumer awareness, and thus influenced consumer purchase intentions; and incorporating “design performance” into “urban element ” can stimulate consumers’ purchase intentions. (3) A city
can effectively highlight its distinct features and deliver its brand image by effectively positioning the characteristics of its cultural products.
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