Research Institute for High-Life

Japan-Asia Collaborative Research Project
Study report "The New Trends in Asian Urban Lifestyle"

"The New Trends in Urban Lifestyle in Taiwan" (serial in 3 parts)

Part 3 Taipei Lifestyle for Positive Survival in the Great Chinese Region

KAO, MING-HUNG、 Assistant Professor at Business School of Chang Gung University,Taiwan

Summary
Taiwan is an IT giant. Taipei has high-speed wireless LAN environment, which contributes to more convenient surrounding for information life. At the same time, the consumers’ behavior and consciousness of brands have started to ask for richer objects. As for the Taiwan industries, they have mainly been engaged in OEM production, but the profit rate has dropped sharply as the competition intensified. For the future, they create original brands with higher profit rate and start to convert to higher-value added industry in this globalizing market. In such circumstances, Taiwan and its people, who understand both Chinese and Japanese mentalities, are seeking partnership and creation of new value with Japan for future business.

Although Taiwan has formed a rich and homogenous society with a large middle class, the gap started to widen drastically after 2000. This problem was caused by biased industrial policies and tax breaks in favor of the wealthy class. Consequently, such middle class people have begun to appear who dropped out to the poverty group. However, through the unusual history, the Taiwanese people have thought and behaved positively, as they stood against adversities, tackled unknown challenges, ventured into new business, studied for higher education, or found a way of survival overseas.

This part reports the lifestyle of such Taiwanese people who treasure their family, friends and co-workers, and try for future happiness.

Principal Author KAO, MING-HUNG
Assistant Professor at Business School of Chang Gung University, Taiwan　

EDUCATION
2011 Hitotsubashi University, Japan, Ph.D. in Business Management and Marketing
2000 National Sun Yat-sen University, Taiwan, MBA
1997 National Cheng-Chi University, Taiwan, B.A. in Advertising

WORKING EXPERIENCE
Brand Manager at Shiseido, Taiwan
Assistant Research Manager at Taylor Nelson Sofres, Taiwan

FIELD OF RESEARCH: Marketing
SUBJECTS OF STUDY: Consumer Behavior, Brand, Services Marketing

Co-Researcher:
Furukawa Ichiro, Professer, Hitotsubasi University
Fukuda hiroshi, Chairman, Joumon communication Inc.

Editing and Delivery Public-Interest Incorporated Foundation
Research Institute for High-Life http://www.hilife.or.jp/