- 期刊
文創娛樂產業行銷策略對青少年偶像崇拜之影響
The Influence of Marketing Strategy in Entertainment Industry towards Young Idol Worshippers
摘要
二十一世紀科技的日新月異，推動娛樂相關之產業一直創新發展，因此許多相關的消費也變得更高，這種狀況下代表娛樂產業也變成了現在人們生活重要的一環，最明顯的是對於休閒娛樂的消費習慣現代人有了很大的改變。陳瑾嫻（2018）提到年輕族群會想要仿照和學習他們喜歡或崇拜的對象，對於偶像崇拜是一種認同的表現。這些偶像楷模包括電視上的暢銷歌手、電影中的電影明星或是書本裡的英雄角色等，而在現實生活中周遭的人，像是爸媽、老師、同學、明星等。本研究之主要目的在探討行銷策略對青少年歌迷之影響，以提供相關單位作參考或依據。具體而言，本研究之主要目的如下：一、探討行銷策略是否影響青少年歌迷對偶像崇拜之現況。二、探討文創娛樂產業公司行銷策略。三、綜合以上研究結果，提出具體可行之建議，以做為未來相關單位及後續研究之參考。研究發現台灣流行音樂的確已經擁有創意開發和產製經營的競爭優勢，形成一整套完整的產業價值鏈，各個構面相互見長，唯有相關產業的聯繫太過薄弱，產業群聚程度顯得些許不足，有獨特的價值，藝人有多元的方向才能引領潮流。本研究結論得到娛樂產業的經營管理對整體的產業價值提升有不小的幫助與獲益，建議後續研究者可往產業整體價值或因應政治因素帶來的風險做討論。
並列摘要
The rapid development of technology in the 21st century has promoted the innovation and development of entertainment-related industries. The entertainment industry has become an important part of people's lives. The consumption habits of leisure and entertainment have changed a lot. Chen (2018) mentioned that young groups would like to imitate and learn from the idols they like or worship, which is an expression of identity for idolatry. These idols include best-selling singers, movie stars or hero characters in books, and the people around them in real life, such as parents, teachers, and classmates. The purpose of this study is to understand the influence of market strategy in the entertainment industry toward young idol worshipers. The findings have shown that pop music in Taiwan does indeed have the competitive advantages of creative development and production management. These have formed a complete set of industrial value chains. All aspects are mutually beneficial. Only the connections among related industries are too weak. The findings have concluded that the operation and management of the entertainment industry have created a lot of help and benefits for the overall industrial value improvement. It is recommended that follow-up researchers can discuss the overall industry value or the risks caused by political factors.