行銷華語詞彙與課程建置：以台灣品牌企業為主體之研究

The main theme of this project is “marketing Chinese”, different from what can be called “big business Chinese” on Mainland China which involves all sorts of topics in compiling textbooks. We planned to establish a course in “marketing Chinese". This course includes the names of well-known enterprices in Taiwan and descriptions of current local economic situations so as to attract international professionals to come to Taiwan to study and work. We have completed five types of study as follows. 1. We combed through the lessons of the 69 Business Chinese textbooks published in Mainland China in 2000~2019 that have to do with marketing to assemble a "List of Highest Occurring 313 Words in Marketing Chinese Textbook" for reference. 2. A list of 38 words slected from the highest occurring 100 words from the Economic Daily News as Archived at the National Taiwan Normal University Library was used as seed words to select articles from the archive. The articles made up the Marketing Chinese Newspaper Articles Database. The texts of the articles were word-segmented by software, and the words were tabulated to show their frequency of occurrence. The 313 highest occurring words made up the Marketing Chinese News Articles High-Frequency Words. 3. We searched the Marketing Chinese News Articles Database to assemble a list of "Taiwan enterprices" and "international enterprices" with higher instances of occurrence to be used as parts of the contents of the course. 4. We invited a Business College marketing professor who is well-versed in the analysis of marketing in local enterprices to give a complete course for a semester. The lectures were recorded, and the contents formed the "Marketing Chinese Course Database". The database was used along with the Marketing Chinese News Articles Database to make a group of well-known enterprices. We also consulted three Business College professors who taught marketing courses so as to gain the knowledge of practical matters and related research in this field. 5. The results of the four studies given above show how we built a complete "Marketing Chinese" course for a semester of 18 weeks with substantive deliberations.