- 期刊
從《冰雪奇緣》探討迪士尼的經營策略與IP行銷策略
Exploring Disney's Business and IP Marketing Strategies through "Frozen"
摘要
迪士尼，作為娛樂產業的領先品牌，透過其豐富的智慧財產權（Intellectual Property；IP）庫成功塑造了無數膾炙人口的角色與動畫電影，其中《冰雪奇緣》更是其代表作之一。本研究透過問卷設計與發放，採取量化研究方法，對台灣消費者在《冰雪奇緣》的涉入程度、迪士尼的行銷策略接受度、消費者對於智慧財產權認知、以及持續購買意向等三大構面進行問卷資料的收集與分析，藉此了解台灣地區消費者，對於迪士尼商品之購買行為意向。研究結果顯示，消費者對於迪士尼《冰雪奇緣》這一IP的聯名商品，具有持續購買的高度意願；且消費者願意用更高的價格購買迪士尼《冰雪奇緣》正版商品。由此可知，迪士尼成功地通過高度的市場涉入來實現商業模式的經濟效益，從而為迪士尼在全球娛樂市場中的持續領先提供策略性見解。
並列摘要
Disney, as a leading brand in the entertainment industry, has successfully shaped numerous popular characters and animated films through its extensive Intellectual Property (IP) portfolio, with "Frozen" being one of its standout examples. This study utilizes quantitative research methods, including survey design and distribution, to analyze the involvement of Taiwanese consumers with 'Frozen,' their acceptance of Disney's marketing strategies, their awareness of IP rights, and their intentions to continue purchasing related products. Data collected from surveys are used to understand the purchase behavior intentions of Taiwanese consumers towards Disney products. The results indicate a high willingness among consumers to continually purchase merchandise associated with the "Frozen" IP and a readiness to pay premium prices for authentic Disney "Frozen" products. These findings demonstrate that Disney has effectively leveraged high market involvement to realize the economic benefits of its business model, thus providing strategic insights for Disney's continued leadership in the global entertainment market.