文建會之置入性藝文新聞研究－以三立電視臺為例

政策行銷來自於行銷概念的擴大化，政府在推動公共政策時，引進企業行銷的概念，將公共政策視為「產品」，而政府部門則是主要的行銷者，運用各種資源與管道，促使公共政策能順利地讓特定對象或一般人民所接受，以利於透過提升民眾對於公共政策的順服度與好感度，最終達到公共政策所預期之成效。本研究對象行政院文化建設委員會，近年來也透過媒體購買的方式，將藝文政策與活動置入電視新聞之中，期能發揮政策行銷與藝術行銷的功能，從而達成有效推動文化與藝術的目的。基此，本研究所探討的重點，即是以文建會文化資訊節目媒體行銷案為對象，分析96年度由三立電視台所製作播出之藝文新聞專題報導。同時，透過藝文新聞內容、收視率的抽樣分析，以及結合深度訪談研究，來探討文建會藝文新聞置入電視媒體行銷的影響與效果，從而提供文建會做為擬定後續電視媒體行銷策略方向之參考。此外，本研究亦從媒體從業人員的角度出發，探討台灣藝文團體在藝術行銷上面臨的困境，並嘗試找出可能的改進方式，以供藝文團體做為未來行銷推廣之參考。

關鍵字

藝文新聞；置入性行銷；政策行銷；藝術行銷

並列摘要

The concept of public policy marketing stems from the development of the concept of marketing. When implementing public policy, government could use the concept of corporate marketing strategy and treat the public policy as a ”product”. In this case, government acts as a marketer to use resources and channels to promote the public policy, convince public policy target audience and ordinary people, and enhance people's favorable impression in order to achieve the desired goals of the public policy. This study examines the mass media purchases by the Council for Cultural Affairs to promote its art policies and art activities, and to further achieve its goals set for both public policy marketing and art marketing. Based on this argument, this thesis uses Cultural Information Television Program Media Marketing Project as target to analyze the art news project report produced by Sanlih Television Station in 2007, its art news content and random samples of viewership rate, and conducts deep interview analysis. At the same time, this analysis allows the researcher to study the effect and outcome of the marketing strategy of media placement of the arts and to provide guidance to the Council for Cultural Affairs to form future mass media marketing strategy. In this thesis, the researcher also studies the dilemma that Taiwanese art groups face when they market art and provide suggestion to help art groups' future marketing from the perspective of media personnel.