The presented dissertation thesis deals with the issue of national image and its influence on increasing of competitiveness of domestic producers in the domestic wine market. Customers are currently affected by many factors that companies try to use to gain their competitive advantage and strengthen their competitive position in the market. The thesis is divided into three main parts. The first part defines the main objectives of the thesis, as well as the milestones, through which the main objective is accomplished. Furthermore, the research assumptions, which are verified on the basis of statistical hypotheses, are defined here and in the end, the research methods that will lead to the fulfilment of the main goal of this work are defined. This work combines several approaches to achieve the most accurate results. The second part summarizes the current literature point of view on the main topics of the work. It is divided into three sub-units, the first unit focuses on the definition, measurement and shaping of the national image. The second sub-unit deals with consumer behaviour, models of consumer behaviour according to the traditional and the modern concept and using online media to influence customer attitudes. The third sub-unit describes the concepts of competitiveness which are available in the literature. The third part is the research part. The research is carried out in the area of customers, producers and external organizations that are involved in raising awareness of domestic products of the wine industry on the domestic market. For each of the areas the key findings are set out at the conclusion, which are then followed by the creation of the concept of competitiveness usable in the wine industry and the creation of functioning communication models tailored to the specifics of the wine market.

本文的目的在於說明國家形象和企業聲望的重要性，以及二者對國家競爭力的影響，並且針對如何改善台灣國家品牌計畫以提高它的形象建直一個模型。該模型強調在國家品牌計畫中，社群媒體所扮演的重要角色。由於社群媒體愈趨普及與廣泛使用，社群媒體將形成很大的可能性以凝聚民意。 本文主要分析材料分為兩個部分。其一，透過分析機關團體和群眾所編寫的聲望排名列表的內容，所收集到的原始數據，並且該數據也包括一項透過Facebook分析以觀察品牌貫徹的研究；其二，透過社群媒體與形象形成有關的研究著作、網站與書籍等文獻回顧，所收集的補助數據。 原始數據顯示大眾對於在技術媒體網站上建立產品排名有很大的興趣，而且在這些網站上的排名通常與一般機關團體排名有顯著不同，且以Facebook為材料分析顯示，台灣企業的品牌貫徹與全球最有聲望的企業並未有很大的差別。另外，輔助數據也顯示形象與聲望的重要性，以及社群媒體確有極高的可能對象與聲望生高度影響。 由於數據可見，台灣在技術開發和產品質量方面確有良好的形象，本文進一步指出，台灣應該集中這些功能，二非僅是推廣旅遊景點，方能改善國家形象的諸多方面。作為這項研究的結果，本文對於台灣以及和台灣具有相似特徵的其他國家，提出一個較能妥善貫徹國家品牌的模型。該模型強調國家與企業之間合作的必要性，進以改善雙方的形象與聲望。此外，該模型也指出，利用社群媒體提供的工具將有效地達成品牌貫徹。 / The purpose of this paper is to illustrate the importance of national image and corporate reputation and the interrelating power of the two on national competitiveness. In addition I hope to develop a model for the improvement of Taiwan’s nation branding project. The model points to the relevance of Social Media channels in nation branding projects. As a consequence of its increasing popularity and extensive usage, Social Media offers great opportunities for the reformation of public opinion. Data has been collected through a comprehensive literature review of research papers, websites and books on the two major subtopics: Social Media and image construction. Besides, analyses of reputation ranking lists prepared by organizations and the public were conducted. In addition, the paper also includes research through Facebook to examine branding practices. The research demonstrated the relevance of image/reputation, moreover the wide-ranging possibilities inherent in Social Media for exertion of influence. The data also showed that there is a broad public interest in product rankings of Tech Media Websites and that the top companies of those are usually distinct from the favorites of the official listings. The Facebook research did not show relevant differences between nation branding practices of the Taiwanese and the most reputable companies worldwide. The data showed that Taiwan has a good reputation in terms of technological development and product quality. This paper states that Taiwan should concentrate on these features instead of the promotion of tourist attractions, as a spillover effect will eventually lead to improvements in all aspects of national image. Based on the results of the study, this paper includes a nation-branding model for Taiwan and for other nations with similar characteristics to Taiwan. The model emphasizes the necessity of collaboration between the state and the corporate sphere in order to improve the image of both. Additionally, the model illustrates that an effective nation-branding project needs to exploit the tools provided by Social Media.

本文研析2011年至2016年期間，中國在人道干預立場上對利比亞和敘利亞的差異比較，試圖分析中國在「國家保護責任」（Responsibility to Protect）上的態度轉變。中國於安理會1970號和1973號針對利比亞內戰所涉及的人道干預決議案，不但同意將利比亞情勢送交國際刑事法院，更間接默許西方軍事干預利比亞，此與一向不干預他國內政、尊重他國主權為外交原則的中國相違背。然而，發生於同時期、同受到阿拉伯之春影響、同為推翻獨裁政權的敘利亞內戰，中國卻多次否決對其進一步軍事干預，形成人道干預立場上的矛盾。 而本文試圖利用「國家利益」和「形象建構」兩大分析途徑，探究中國隨著負責任大國的形象建立，和在國際事務上話語權漸增的情況下，於人道干預立場的考量是否有所改變或偏向。本文認為中國在利比亞案例上突破以往不干預他國內政的立場，並不代表中國對「國家保護責任」態度的轉變。其次，中國當前在人道干預立場上，仍以國家利益為主，形象建構為輔，特別是中共政權維穩、國家安全為首要。此外，中國也正試圖擺脫俄羅斯和西方國家的單方影響，建立一套獨立自主的人道干預外交原則。

本研究透過分析比較台灣與美國重要報紙媒體上的北京奧運相關報導，檢視中國主辦2008年北京奧運會，所投射出來的媒體國家形象(projected national image)，進而探討舉辦全球性媒體活動(global media events)做為國家形象管理策略一環的應用性。本研究挑選台灣的《聯合報》、《自由時報》，與美國的《紐約時報》、《華盛頓郵報》為兩地重要媒體的代表，並經過搜尋篩選程序之後，共得到375則新聞報導。再以內容分析法與框架清單(the list of the frame)分析法，對構成媒體國家形象的各個變項進行相關統計分析。 本研究主要得到三點發現。首先，就台灣與美國報紙整體而言，中國國家形象偏向負面，且報導方向與新聞框架、報導型式之間皆存有顯著關係，而該負面形象的來源，未必是直接與奧運會相關的新聞主題。其次，若將美國報紙與台灣報紙進行比較，則發現兩地的中國國家形象均呈現負面，而台灣報紙的整體報導量以及負面新聞主題較多。另外，本研究發現，同一個國家內的不同媒體之間，也有顯著的差異，《華盛頓郵報》與《自由時報》的負面報導多過中立報導，而《紐約時報》及《聯合報》則仍然以中立報導最多，且《自由時報》的新聞框架運用偏重在政治的角度，而《聯合報》則較多元。 最後，本研究認為北京奧運成功帶來了許多相關的正面主題與正面框架報導，與奧運活動本身較不相關的負面主題，則顯示良好的國家形象需要長期多方面的努力建構。 / To host global media events is one of the important kinds of strategies for the national image management. This study focuses on news coverage of 2008 Beijing-Olympic from the New York Times, Washington Post in the US, and the United Daily, Liberty Times in Taiwan to examine China's projected national image. The content analysis, and the list of the frame analysis were carried out to analyze several variables forming the projected national image in the 375 news items. Through statistic analysis, this study found three main points. First, for four newspapers, China's projected national image was negative. The valence was related to news frames and news style evidently, and also a few indirect news topics were the source of the negative image as well. Secondly, in comparison of newspapers in the US and in Taiwan, both images of china were negative. The total number of stories and negative news topics in Taiwan's newspapers were more than in the US counterpart. Thirdly, in terms of valence, Washington Post and Liberty Times had more negative news than neutral ones, but the neutral news were still the most in the New York Times and United Daily. The Liberty Times reporting had much more political frames, but the United Daily reporting emphasized on several kinds of news frames. Finally, this study found 2008 Beijing-Olympic event brought mass positive news topics and news frames in the news items. The negative news topics showed that building good national image takes much more time and efforts to achieve.

品牌國家是近年來新興的議題。荷蘭籍學者彼得．范．海姆（Peter van Ham ）於2001年在《外交事務》上發表文章提出：「隨著全球化和媒體革命的發展，已使得每一個國家更明白自身的形象、聲譽及態度，簡言之，即為其品牌。過去的傳統性外交重要性已逐漸消失，在未來政治家必須訓練自己有更好的國家品牌資產經營能力。品牌國家將不僅與他們自己競爭，更需與世界性的超級品牌媲美。」如今許多國家政府對此已相當重視。 本文試圖經由非傳統外交、軟權力、公眾外交、國家行銷等學術探討，對品牌國家的定義及內涵作一個更全面性的研究及瞭解；並藉由芬蘭與諾基亞相互之間關係的案例分析，對品牌國家做更多闡述，期藉此為我國政府運行帶來一些新的想法。 / Brand State is an emerging issue in recent years. In the year of 2001, the Dutch scholar Peter van Ham talked about this concept in Foreign Affairs that “Globalization and the media revolution have made each state more aware of itself, its image, its reputation, and its attitude -- in short, its brand. The traditional diplomacy of yesteryear is disappearing. To do their jobs well in the future, politicians will have to train themselves in brand asset management. Brand states will compete not only among themselves but also with superbrands.” Nowadays, many countries have paid a lot of attention to it. This thesis attempts to illustrate the definition and content of Brand State more comprehensively by researching non-traditional diplomacy, soft power, public diplomacy, national marketing and other academic theories. Also, it examines the case of the relevance between Finland and Nokia to elaborate Brand State more and tries to bring new ideas to our government.

本文從分析國際環境的變化開始，在資訊傳播科技的進步和國際社會價值觀的變化中，整理出國家管理國家形象的三種方法：國際宣傳、公眾外交和國家品牌。本文將公眾外交和國家品牌作結合，建構出本論文的主題：「國家」行銷。 由於目前並沒有實例可證明「國家」行銷的效用，故只能從美國的失敗案例中，說明「國家」行銷的重要性。接著，本文以中國對美國發動公眾外交的個案為例，測試該模式的「描述」能力，並加以「解釋」中國行動背後的原因，最後「研究」中國公眾外交的發展。 本論文主要的研究成果有四：第一，是從文獻的討論中，指出「國際宣傳」與「公眾外交」的差異。第二，是蒐集1965年至2005年間，學界討論公眾外交的變化。第三，是建構一套「國家」行銷分析架構，試圖描述、解釋並研究一國公眾外交政策的發展。第四，是以中國的公眾外交為例，補足目前學術界在亞洲個案上的空缺。 / This thesis paper drew four conclusions: (1) illustrated the difference between “international propaganda” and “public diplomacy” (2) collected and cataloged different definitions of “public diplomacy” (3) established the analytical model－the marketing of “nation”, trying to describe, explain or predict the whole scenery of “public diplomacy” (4) taking the public diplomacy of People’s Republic of China(PRC) for example, examined the effectiveness of the marketing of “nation”.

因應時代的改變，構成國家實力的資源也跟著改變。不同於自然資源、軍事力量、經濟或科技實力等有形的力量，文化資源以價值觀念為核心，是經濟發展的要素之一，也是柔性權力發展的重要基礎。創意產業，是目前全球新興的產業，透過創意產業對於外交上的幫助能強化國家的柔性力量，為國家塑造良好形象，並促進國家經濟利益。 本文以「創意產業作為俄國一項柔性權力」的角度為出發點，思考電影與文化觀光中所體現出的俄國價值與俄國文化，結合文化創意產業創新的概念，如何提升並發揮作用影響國家品牌形象。 透過國家品牌指數及相關國際指標可以得知，俄國成功藉由電影與文化觀光對外國公眾展現文化吸引力，傳達文化精神並提升國家品牌形象。因此，本文研究發現有以下幾點：第一，俄國創意產業作為一種柔性權力，以俄羅斯文化為因子散播並影響著世界。第二，文化吸引力為俄羅斯重要資產。俄羅斯的電影及文化觀光的文化吸引力使得外國公眾能受到吸引而心生嚮往，產生認同感；第三，國家扮演創意產業發展的關鍵推手。藉由俄國政府的主導，使得俄國創意產業能順利與國際接軌，發揮柔性力量；第四，柔性權力可建構出國家品牌形象，讓外國公眾對於俄國的印象不再只有軍事與核武等剛性力量，俄羅斯文化在國際上也具有不容小覷的影響力。 / In respond to the era of changes, the resources that constitute a nation's strength change accordingly. Unlike tangible forces such as natural resources, military power, economic or scientific technological strength, etc., cultural resources have sense of value as its core, and is one of the elements in economic development and also the important basis for the development of soft power. The creative industry is currently an emerging industry around the globe. Through the creative industry, the diplomatic assistance can help strengthen the country's soft power by adding a good image of the country and promoting national economic interests. This paper uses the perspective of "Creative industry as one of Russia’s soft power" as the starting point to reflect on how Russian values and culture expressed in film and cultural tourism, combined with the concepts of the innovation in cultural creative industry, can enhance and influence its national brand image. Through Nation Brands Index and the relevant international indexes we can have learned that Russia successfully exhibits its cultural attraction to the foreign public through cinema and culture, conveys its cultural spirit and enhances its national brand image. Therefore, this paper is meant to study and discover the following: First, Russia’s creative industry is used as a soft power to spread Russian culture as a factor and influence the world; Secondly, cultural attraction is an important asset for Russian. The cultural attraction of Russian films and culture tourism can attract the foreign public and create a sense of longing and a sense of identity; Thirdly, the country plays a key force behind the development of the creative industry. Being led by the Russian government, the Russian creative industry can thereby successfully connect with its international counterparts and bring soft power into play; Fourthly, the soft power can construct a nation’s brand image. It gives the foreign public an impression of Russia not only about hard power like military and nuclear weapon etc.; Russian culture also has influences, which are not to be underestimated internationally.