跨國Youtuber的創業歷程：以越南夯台灣為例

本研究宗旨在探討跨國YouTuber的創業歷程，包含創業動機及過程、運用的各種資本、遇到的困難及解決方法、創作內容對粉絲的影響以及未來的發展和規劃。本研究以YouTuber《越南夯台灣》的創作者阮秋姮和厲家揚當作研究對象，利用訪談法和文件蒐集等質性研究方法進行研究，並將資料整理分類後進行資料處理與分析。研究結果如下：一，創業動機：秋姮來台灣，機緣巧合遇到了從事影視業的家揚，兩人因為移工和留學生攝影比賽而開啟了他們經營YouTube頻道的生涯。經營頻道前期因跨國婚姻的關係，而想打破台灣人對越南的偏見及刻板印象，創作主題大多為教學和文化交流有關。隨著時間演進，台越交流日益深入，社會氛圍日益友善，他們也漸漸放下當時的初衷。隨著他們進入不同的人生階段，主題也跟著有所改變，像是增加育兒主題或配合市場需求而進行創作。二，資本、困難與決解方法：秋姮努力學習中文和勇於嘗試的精神，加上家揚的影視技術，都成為他們創立頻道的有利資本，幫助他們在台灣打造出自己的舞台。在經營策略上，他們利用各種話題去闡明自己的立場或和粉絲進行互動、利用創作內容傳達理念、雙語字幕等，這些策略有助於達成他們所要的台越交流，及發揮不同平台的功能以擴大頻道的影響力和觀眾族群。經營中遇到最大的困難是找不到適合的創作主題，必須讓自己先停下腳步，整理好思緒，以取得創作的靈感。三，對粉絲的影響：他們的頻道讓台灣的粉絲了解越南的人、事、物；減少台灣粉絲對越南所持的刻板印象及誤會，促進兩國交流。四，對未來規劃：保持機動性，不侷限在現有的頻道上，但會更積極經營現有的各種平台，以充實自己的能力，即使未來面對完全不同的領域，也可以靠之前經營的形象和知名度在新的領域繼續發光發熱。

關鍵字

越南夯台灣； YouTuber ；創業歷程

並列摘要

The purpose of this research is to explore the entrepreneurship process of multinational YouTuber, including entrepreneurial motivations and process, the various capitals used, the difficulties encountered and solutions encountered, the impact of creative contents on fans, and future development and planning. This research took YouTuber " HangTV " creators Ciou Heng Nguyen and Jia yang Li as the research subjects, used interview method and document collection and other qualitative research methods to collect data and classify them for processing and analyzing. The main results of the research are described as follows: Firstly, with regard to entrepreneurship motivation, this study shows that Ciou Heng came to Taiwan, met Jia Yang by chance. The latter was working in the film and television industry. They participated a photography competition about migrant workers and international students, which gave them confidence to begin their careers in running a YouTube channel. From the very beginning, the channel aimed at creating a bridge between the Taiwanese and Vietnamese because of they being an example of cross-border marriages. They hoped to change Taiwanese attitudes of prejudice and stereotype towards Vietnamese. The themes of their creation are mostly related to teaching Vietnamese and cultural exchanges. With the evolution of time, Taiwan-Vietnam exchanges are getting deeper and easier, the social atmosphere in Taiwan towards the Vietnamese is becoming more friendly, they are gradually putting aside their previous original intention. As they enter different life stages, the themes have also changed, such as adding parenting themes or making themes in line with market needs. Secondly, available capitals, difficulties faced and solutions to deal with: Ciou Heng's hard work in learning Chinese and the courage to explore, coupled with Jia Yang's film and television technology, have become favorable capitals for them to create a channel and help them build their own stage in Taiwan. In terms of business strategy, they use various topics to clarify their positions or interact with fans, use creative content to convey ideas, bilingual subtitles, etc. These strategies help achieve the exchanges between Taiwanese and Vietnamese they expected, and expand the influence of their channel to the fans by using several different types of platforms. The biggest difficulty encountered in this business is the lack of suitable creative theme. In facing this situation, they have to take a rest, reorganize their thoughts, and refresh their inspiration again. Thirdly, Hang TV’s impact on fans: the Youtube channel successfully allows Taiwanese fans to know more about Vietnamese people and things, reduces the stereotypes and misunderstandings amongst Taiwanese fans, and promotes exchanges between the people of the two countries. Finally, future planning of the channel: they try to remain mobility, not to limit themself to the existing channels, but to be more actively involve themselves through the various platforms in order to enrich their capabilities. With this idea in mind, even if they face a completely different field in the future, they still can rely on the image and visibility created by their previous experiences in new areas and continue to survive.