華語流行歌手社群媒體行銷策略之探討

藝人行銷即是積極透過各種媒體的合作塑造藝人形象，其主要目標在於增加專輯銷售。藉由從大眾傳播媒體的發展至網路新媒體的出現對資訊傳播的變遷與影響，了解臺灣傳播媒介在各時期藝人行銷的應用。探討社群媒體打破了大眾傳播媒體的單向訊息傳播的方式，資訊在人與人之間的傳播因為互動與即時回饋變得準確；藝人透過建立社群與粉絲互動，將資訊準確的傳達給目標粉絲，社群媒體成為藝人行銷主要的媒介。本研究主要依各類型排行榜榜單整理、篩選出臺灣地區有銷售量及人氣之華語歌手進行社群媒體應用概況之觀察，了解社群媒體在臺灣華語流行歌手之間應用的情形，並從中挑選活躍使用社群媒體之歌手進一步透過「粉絲經濟」（The Fan Economy）理論強調之「參與感」、「體驗感」、「尊重感」來分析其社群媒體經營的方式，期能尋出一個可參考的社群媒體行銷模式並嘗試提出未來社群媒體行銷可發展之方向，協助臺灣華語流行音樂再次建立「粉絲經濟」。

關鍵字

行銷；社群媒體；華語歌手；粉絲經濟

並列摘要

In order to improve popstars’ sales performance and establish personal features, they try to approach a wide variety of media and internet platform to propagate their albums. The activity and process for popstars to sell their own products is so called “Artist Marketing”. In this dissertation, in order to observe the different stages of “Artist Marketing” in Taiwan, it is necessary for us to review the history of “Mass Media” and “New Media”. Recently, “Social Media”, which is part of “New Media”, has become one of the most important internet platform for artist to build their fans club and send important messages to their targeted fans. The main difference between “Social Media” and “Mass Media” is that people can directly interact with their favorite popstars and get the feedbacks as soon as possible, and it is the compelling reason why the information that we receive in “Social Media” is always more accurate than “Mass Media”. In the core part of the dissertation, I collected and selected some best-selling and popular Taiwanese popstars from hit parade on internet resources to study and research how they work with “Social Media”. Further, I will select the most popular Taiwanese popstar and analyze how he/she operates “Social Media” by applying the “Theory of The Fan Economy” to highlight the important process of “the sense of participation”, “the sense of experience” and “the sense of respect” from fans. I expect to build and organize some effective strategies from the research and contribute those strategies to our Taiwan pop music industry so that we can build our own “Fans Economy”.