Yi ming Tseng - Graduate School of International Business, Tamkang University, professor

The promotion of national culture artifacts industries is one of the most important Taiwan government policies in recent years it not only contributes to improving national ecconomic development but also contribute to developing cultural characteristics of Taiwan but under the impact of industrial products, the national artifacts are now suffered from great threat. This research proposes that under this competition crisis the best way is to develop the internationalization program of these industries and then can prevent them from declining. The international competition and branding atrategies can offer the basis for designing the internationalization strategies of the artifacts industries. So we explore concepts related to the internationalization of industries, establisbing the theoretical framework of the relationship of these conceots. We proposes a fromework implies five basic concepts for the internationalization of a brand: quality, differentiation, awareness and cultural cheracteristics of nation. Quality provides the basic guarantee for international consumers confidence. differentiation offers the special values for attracting the interests of internetional consumers. Awareness helps to get the attention from international consumers. Cultural characteristics of nation can reinforce the product image in consumers mind. After discussing the related theories, some hypotheses are provided for further guantitative verifying. we collect empirical data from questionnaires by sending them to adequate respondents, and then test the hypotheses by statistical methods. Results show that respondents support the perspectives we proposein the theoretical framework. At last the conclusion offer some practical and theoretical suggesrions for researchers.

Internationalization, Brand, National Culture Artifact, Cultural and Creative industries. Culture