網址： https://www.prweek.

com/article/1684127/learn-taiwans-coronavirus-
response

新聞來源：PRWEEK

標題： What can we learn from Taiwan’s coronavirus response

作者：By Sega Cheng

日期：25, May 2020

Experts and journalists have rightly attributed Taiwan's gold-star handling of COVID-
19 and its ability to cope, adapt and survive trying circumstances. Brands in Taiwan
have demonstrated as a similar resilience as they battle reduced spending, falling
consumer confidence and changing shopper behaviours.

Despite Taiwan's ability to avoid a lockdown and keep its 11 million-strong labour
force and economy running, the country's retail landscape is facing disruption.

With more people staying at home, Taiwanese brands began exploring new
opportunities in digital to adapt and respond—and the results are likely to help them
weather the economic storm.

Indeed, while general retail sales for the first quarter dropped 0.6 per cent from last
year to US$30.8 billion, e-commerce companies saw sales increase 19.1 per cent to
US$2.7 billion during the same period. Here's what worked for brands.

Early mover advantage

Brands that began their digital transformation journeys and built online selling
channels early are proving more resilient to the pandemic. But it goes beyond setting
up online sales channels and communication alternatives—unifying customer data
across channels is also proving crucial.

From the early days of the outbreak, businesses have been quick to turn their offline
business online with the aim of creating new consumption occasions and patterns. For
example, Taiwan's Shin Kong Mitsukoshi Department Store, which had previously
launched a shopping APP and digital payment, quickly ramped up its e-commerce
platform, partnered with home delivery services and integrated their offline customer
data to the online CRM system.

Collaboration is key

In today's disruptive environment, brands must seek support and look outward.
Instead of going at it alone, many Taiwanese companies are partnering with each
other to fast-track their digital transformation efforts. This is exactly what Taiwan's
FamilyMart did when it partnered with Foodpanda to provide delivery services from
its 1,000 outlets.

These types of partnerships aren't limited to the private sector alone. The government
has teamed up with private businesses to help the broader industry to adapt to a new
digital normal. In early April, the Ministry of Economic Affairs launched a
government program, allocating aiming NT$100 million (US$3.32 million) from a
special relief fund to help retailers expand their online sales channels.

Leverage machine learning

Covid-19 has changed people's routines, habits and consumption patterns. In

response, businesses are reducing their media spends and strategies, with 89 per cent
of advertisers saying they have taken action with their budgets; 45% have adjusted
their media type usage or shifted budget among media types, a study by Advertiser
Perceptions found.

As businesses seek to navigate this difficult time, gaining an accurate understanding

of your customers can make a significant difference. One way to do this is to leverage
AI and machine learning to make customer acquisition more efficient and effective.
These tech offerings rapidly process massively complex data sets and adjust in real-
time, enabling teams to gain a better understanding of their customers and match
behavioural shifts.

One real estate company seeking a bigger audience via digital advertising on a
publisher's site used our machine learning capabilities to gain a full view of
prospective customers, which led to more relevant messages, campaigns and
significantly higher CTR.

Brands in Taiwan have largely responded effectively to the crisis, with many pivoting
quickly and demonstrating a good level of preparedness. As other countries move
deeper into the pandemic, it is important to take and apply the lessons that worked—
plan for the worst and hope for the best.

單字例句筆記
1. attribute (n. ) 特性；特質；屬性
Organizational ability is an essential attribute for a good manager.
組織能力是一個出色經理必備的素質。
2. retail (n. ) 零售，零賣
The job is open to applicants with over two years' experience in retail.
這份工作面向有兩年以上零售經驗的應徵者。
3. disruption (n. ) 破壞
The second world war caused considerable disruptions to life .
第二次世界大戰破壞了人們的正常生活
4. resilient (adj. ) 有彈性的；能復原的；有復原力的；適應性強的
This rubber ball is very resilient and immediately springs back into shape.
這種橡膠球很有彈性，可以立即恢復原來的形狀。
5. unify (v. ) 整合；統一；使成一體
If the new leader does manage to unify his warring party it will be quite an
achievement.
如果新領導人能將黨內互相爭鬥的各派力量整合起來，那將是個了不起的成就
6. crucial (adj. ) 至關重要的；關鍵的；決定性的
Her work has been crucial to the project's success.
她的工作對於這個專案的成功至關重要。
7. ramp up （公司）擴大，增加，增多（業務等）
The company announced plans to ramp up production to 10,000 units per month.
這間公司宣佈了每月生産一萬件的增産計劃
8. disruptive (adj. ) 搗亂的，引起混亂的
His teacher described him as a noisy, disruptive influence in class.
他的老師說他在班裡是一個喜歡吵吵嚷嚷的搗亂分子。
9. sector (n. ) （一國經濟活動的）部門，領域，行業
In the financial sector, banks and insurance companies have both lost a lot of money.
在金融領域，銀行和保險公司都損失嚴重。
10. allocate (v. ) 分配；分派；撥給，劃撥
The government is allocating £10 million for health education.
政府將撥出 1000 萬英鎊作為健康教育經費。
11. leverage (n. ) 影響力
If the United Nations had more troops in the area, it would have greater leverage.
如果聯合國在該地區有更多的軍隊，就會有更大的影響力
12. acquisition (n. ) 獲得
The acquisition of huge amounts of data has helped our research enormously.
獲得的大量數據對我們的研究有莫大的幫助。
13. estate (n. ) 地產
I wish I have some estates in Taipei.
真希望我在台北有房地產
14. prospective (n. ) 潛在的客戶／可能成為僱主的人／即將為人父母者等
We've had three sets of prospective buyers looking at the house.
已經有三批可能買我們房子的人來看過房子了。
15. pivot (n. ) 關鍵人物；樞紐
The former guerrilla leader has become the pivot on which the country's emerging
political stability turns/revolves (= it depends on him).
前游擊隊領袖成了決定該國的政治局勢能否繼續穩定下去的關鍵人物。
16. preparedness (n. ) 準備狀態，預備狀態
The army is in a state of preparedness for war.
軍隊已進入戰備狀態。

網址： https://www.prweek.com/article/1682603/polish-tourism-board-appoints-
uk-agency

新聞來源：PRWEEK

標題： Polish Tourism board appoints UK agency

作者：By Arvind Hickman

日期：07, May 2020

The agency has been tasked with delivering a new digital campaign to highlight how
consumers are coping with their travel desires and social life during lockdown, with
the aim of converting “virtual visitors” to Poland into tourists.

It will be led by The Brighter Group’s head of social, Anneka Roberts, supported by
in-house designer Girda du Toit.
The Brighter Group managing partner Debbie Flynn said: “In this new media world
we are facing the demand for instant escapism, and destinations need to adapt to the
demand and respond accordingly.

“We are excited to create and launch engaging content that will give Brits the
opportunity to visit Poland from the comfort of their armchairs over the coming
weeks. Our hope is that the campaign will inspire virtual visitors to convert to real-life
visitors once travel constraints allow.”

Poland National Tourist Office director Iwona Bialobrzycka(應該是 białobrzycka 才

對喔，biało 在波蘭文是白色的意思) said that although the impact of coronavirus
on tourism is “undeniable”, she believes the industry will rebound “fairly quickly”
once the crisis has passed.

“It bounced back from other significant events including the global financial crisis,
SARS, influenza pandemics and 9/11. The youth market seems to be very promising
as the young generation tends to be more adventurous travellers and more accepting
of risk,” she said.

Head of marketing Dorota Wojciechowska added: “We feel that now is not the time to
go dark with communication, [so] we are not going to push the pause button on our
marketing activity [but] instead respond reactively to human sentiment with inspiring
two-way content. We believe now is the time to think long-term and keep building our
destination to keep it front of mind for when travel restrictions are lifted.”

單字例句筆記
17. escapism (n. ) （尤指透過幻想、閱讀等達到的）逃避現實，解脫
These adventure movies are pure escapism.
這些冒險電影是純娛樂性的。
18. constraint (n. ) 限制；束縛；約束
Financial constraints on the company are preventing them from employing new staff.
公司財務緊張使得他們不能再聘請新員工。
19. promising (adj. ) 有希望的；有出息的；有前途的
They won the award for the most promising new band of the year.
他們贏得了該年度最有前途新進樂團獎。
20. sentiment (n. ) 觀點；意見；看法；情緒
Nationalist sentiment has increased in the area since the bombing.
爆炸案發生以來，該地區的民族主義情緒開始高漲。