微電影行銷模式之探討

The Research on Micro-film marketing Model

范睿濱(Jui-Pin Fan)

指導教授 ： 李正文

中原大學/商學院/國際經營與貿易研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00091

摘要

隨著網路速度不斷提升，行動裝置與行動上網的普及，及網路使用方式的變遷，網路行銷方式也隨之變遷，而微電影與廣告的結合，也是亞洲目前最新興行銷的手法。微電影行銷結合了過去網路行銷所盛行的置入性行銷、病毒行銷、故事行銷等行銷模式。微電影之所可以得到最大之綜效產生，也是因各式行銷活動都到達了成效，才使得微電影能獲得網路大眾的青睞，藉已達成行銷之效益。因此本研究將找出如何操作設計微電影能獲得最佳效果。一、本研究將以微電影類型為主，研究問題為下列三大主題：不同微電影行銷策略下產品廣告效果為何？
二、不同微電影內容態度下是否會影響產品廣告效果？三、不同產品種類是否會影響產品廣告效果?

本研究採用實驗法針對微電影行銷策略、微電影內容態度與產品品牌等因子對產品行銷廣告效果進行研究，並以某大學學生為研究的對象。研究結果發現，除了劇情類微電影顯行行銷策略有五成左右的人可以辨識出品牌名稱及獲得較正面之態度外，其它微電影行銷策略普遍效果不佳，六成以上的人無法識別出所行銷之品牌名稱或對該品牌持較正面態度。

同時，本研究也發現不同的微電內容影態度間之廣告效果差異未達顯著性，亦即對微電影內容態度較正面的觀眾並沒有比對微電影內容態度持較負面態度的觀眾有更好的廣告效果；而本研究也發現行銷的品牌種類知名度高低確實會影響廣告效果之效益，且以高知名度品牌優於低知名度有較好的廣告效果，兩者間的差異達到顯著性。

關鍵字

故事行銷 ； 置入性行銷 ； 病毒式行銷 ； 微電影行銷

並列摘要

As technology advances, the exponentially growing bandwidth and speed of internet, the increasing internet-ready mobile devices popularity, and the recent change in internet using pattern, have all contributed to the changes of internet marketing. The combination of micro film and internet marketing – micro film marketing – has become the most cutting edge marketing model in both China and Taiwan markets. Micro film marketing is a combination of placement/embedded marketing, virus marketing, and story marketing. But it is something more than just the simple addition. The synergy created by the Micro Film Marketing is the reason why it is the most popular marketing model. The purpose of this research is to find the optimal design and operation of Micro Film Marketing. The first topics this research is about the efficiency of Micro Film Marketing under different marketing strategies. The second topic is about the relationship between marketing efficiency and different genre of micro films. The last topic is about the relationship between marketing efficiency and different types of products.

The research will use experience method with the population of college students to explore the effect of different marketing strategies, context of micro film, and brand image to marketing efficiency. The research found that only drama micro films genre have fifty percent of test subjects recognize and have positive impression about the brand name. The other genres do not have such positive marketing result. Over sixty percent of testing subjects either do not recognize the brand or have negative impression about the brand.

In addition, the research also found that contexts of micro films do not affect marketing efficiency. In other word, the audiences who have positive feedback about micro film do not necessarily have better feedback about the marketing than the audiences who have negative feedback about micro film. Last but not the least, the research found that brand image is both significantly and positively correlated to the marketing efficiency of micro film. Highly recognized brands are more efficient than brands that are less recognized in terms of the result of micro film marketing.

並列關鍵字

Placement Marketing ； Viral Marketing ； Story Marketing ； Micro-film Marketing

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