網紅商業模式之策略行銷 4C 分析：以台灣微網紅竹竹為例

網紅經濟市場近幾年蓬勃發展，在台灣也越來越多人加入網紅行列，網紅關注族群人數的不斷攀升更展現出背後龐大的商機，讓網紅行銷成為企業重要的行銷方法之一，在眾多的網紅當中，粉絲人數較少的小型網紅逐漸崛起，去年開始因為受到新冠肺炎疫情的影響，使得線上社群用戶增加且更加地活躍，小型網紅的數量也預期會繼續增長，網紅們除了要不斷更新創作之外，也需要思考如何與合作對象及粉絲建立長久的關係，才能在越來越競爭的市場中脫穎而出。本研究探討個案微網紅「竹竹」經營自媒體的模式，並以策略行銷 4C 架構來分析竹竹在競爭激烈的環境下，如何處理四項阻礙與合作對象以及粉絲交易的成本，從中歸納出可供其他微網紅參考的經營方針，同時也進一步瞭解竹竹目前的經營困境並提出具體建議。從研究結果發現，竹竹透過較優惠的合作方式與提供額外的曝光來減少合作對象的成本、增加效益，並為粉絲們爭取專屬的福利以增加關注竹竹所獲得的效益;而建立明確的風格與定位，能降低合作對象與粉絲在認識竹竹的過程中搜尋資訊的成本;在解除合作對象對合作過程不信任的方面，除了簽訂明確的合約之外，可以利用短期內不與競業合作的約定來增加對方的信任感，若有粉絲對竹竹所推薦的產品產生疑慮，竹竹會即時處理並公開修正資訊以展現負責任的態度與誠信;為了增加合作對象與粉絲的忠誠度，竹竹在工作以外的期間仍與合作對象保持聯繫，並盡可能接受廠商的活動邀約，同時也利用自身外貌與電影角色相似的優勢提升不可取代性，並加強與粉絲的互動來建立共有回憶。另外，本研究也建議竹竹可以針對各社群平台提供更精準的內容以及建立與粉絲共有的專屬日子，以提升合作對象與粉絲的效益，並穩固對竹竹的忠誠度，累積更多黏著度高的粉絲才能進一步將其變現。

關鍵字

網紅經濟；策略行銷 4C 分析；微網紅；竹竹

並列摘要

The Internet celebrity economy develops vigorously these years, and more people in Taiwan become Internet celebrities nowadays. The increasing number of people paying attention to Internet celebrities shows great business opportunities behind, making Internet celebrity marketing an important marketing method for companies. Among all types of social media influencers, small influencers with fewer fans rise nowadays. Since last year, due to the impact of new coronavirus (Covid-19), members in the online community have increased and became more active, and the number of small influencers is expected to continue to grow. In addition to constantly updating their creations, influencers need to think about how to establish long-term relationships with partnered companies and fans to stand out in a crowd of competitors. The purpose of this study is to investigate the self-media of the case of micro-influencer "ChuChu", and use the strategic marketing 4C framework to analyze how ChuChu deals with four types of transaction costs to partnered companies and fans in a competitive environment. Besides, this study summarizes the business policy that can be a reference for other micro-influencers. The author has a further understanding of ChuChu’s current operating difficulties and makes specific recommendations. The results indicate that ChuChu reduces the costs and increases the benefits of partnered companies through more favorable cooperation and providing additional exposure. ChuChu also asks for exclusive discounts for fans to increase the benefits obtained by paying attention to ChuChu. The establishment of a clear style and positioning helps for knowing ChuChu easier. In terms of dissolving the distrust of the cooperation process, besides signing a clear contract, ChuChu also utilizes the short-term agreement on not cooperating with partnered companies’ competitors. If fans have doubts about the products recommended by ChuChu, she will deal with it immediately and modify the information publicly to show a responsible attitude and integrity. To increase the loyalty of the partnered companies, ChuChu keeps in touch with them in their spare time and accepts activity invitations from them as much as possible. She also takes advantage of her appearance that is similar to a movie character to improve irreplaceability and strengthens interaction with fans by establishing shared memories. This study also suggests that more specific content can be created on each social platform, and setting special events shared with fans can increase the benefits for both partnered companies and fans and enhance their loyalty to ChuChu.

並列關鍵字

Internet celebrity economy ； Strategic marketing 4C framework ； Micro- influencer ； ChuChu

參考文獻

一、中文文獻

Google Scholar

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Google Scholar

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