流行歌手偶像的經營模式探討—以中國與台灣流行歌手為例

Business Model for Popular Music Idols – Cases of Popular Music Idols of China and Taiwan

杜寧(Ning Tu)

指導教授 ： 黃佑安

國立暨南國際大學/管理學院/國際企業學系/碩士(2014年)

https://doi.org/10.6837/NCNU.2014.00074

摘要

1970年代，整個華語流行音樂的重心幾乎被香港、台灣給掌握，唱片銷量屢創新高；然而到了1990年代，大陸改革開放之後，偶像歌手如雨後春筍，此兩地的華語流行音樂的主流地位卻不斷流失。但是大陸在改革開放前也有歌手的存在，為何當時這麼多歌手卻無法成為主流?偶像歌手是否在經營模式上的差異會導致一個歌手的興衰。本研究開啟一個新穎的概念，將歌手視為一個品牌，進行品牌的經營模式要素分析研究。
本研究欲探討的歌手品牌，按照地域規模可分為國際型、全國型及地方型歌手品牌，並按照不同的品牌類型均勻地蒐集九個歌手個案作為分析所用的資料，採用先前國內文獻的經營模式元件「價值主張」、「產品與服務設計」、「資源佈屬」、「核心策略」、「組織設計」、「價值網路」、「營收機制」、「財富潛力」、「外部性」、「核心科技」共十項元件進行分析，分別從縱向及橫向發展出以下結果:
一、 「核心科技」、「產品與服務設計」、「組織設計」、「價值主張」、「價值網路」上國際型及全國型歌手品牌較地方型歌手品牌更為需求。
二、 「財富潛力」、「資源部屬」上國際型歌手品牌較全國型、地方型歌手品牌更為需求。
三、 「營收機制」上全國型歌手品牌較國際型、地方型歌手品牌更為需求。
四、 國際型歌手除了「外部性」、「核心科技」、「營收機制」之外，其餘的經營元件平均數皆具有相當的重要性。
五、 全國型歌手僅「核心科技」、「財富潛力」、「價值主張」、「價值網路」、「營收模式」具有相當重要性。
六、 地方型歌手僅「外部性」具有相當重要性。
本研究除了對後續的研究開啟一道新的視野之外，更重要的是對於企業提供建議，讓企業面對不同的社會環境能制定出相因應的競爭策略。

關鍵字

品牌 ； 偶像歌手 ； 經營模式

並列摘要

In 1970s, the focus of Chinese popular music was almost dominated by Taiwan and Hong Kong, the sales record of albums were refreshing all the time. But in 1990s, with China reform and opening, Taiwan and Hong Kong, which used to control the mainstream of pop music, had losing their dominant position gradually. Since China had got plenty of singers before, why couldn’t it achieve this position in previous time? Do the differences in business model cause the rise and fall of pop singers? This research provides a new perspective regarding singer as brand conducting the analysis of business model elements of brand.
According to their influences on geographical scales, the brands of singers could be generally divided into three types, the international brand, the national brand and the local brand. Nine singers which belong to different types will be taken as cases. By referring into the previous domestic materials, this research will adopt the business models, which divided business model into “value proposition”, “product and service design”, “resource disposition”, “core strategy”, “organizational design”, “value network”, “revenue mechanism”, “wealth potential”, “external”, “core technology” totally ten elements. Through analyzing the cases from horizontal and vertical direction, here comes out the results:
1. From the aspects of “core technology”, “product and service design”, “organizational design”, “value proposition”, “value network”, there is more demand of international and national singer brands than local singer brands.
2. From the aspects of “wealth potential”, “resource disposition”, there is more demand of international singer brands than national and local singer brands.
3. From the aspects of “revenue mechanism”, there is more demand of national singer brands than international and local singer brands.
4. Except the elements of “external”, “core technology” and “revenue mechanism”, the other elements has got highly importance of international singer brand.
5. The elements of “core technology”, “wealth potential”, “value proposition”, “wealth potential”, “revenue mechanism” got highly importance of national singer brands.
6. There’s only “external” element got highly importance of local singer brands.
Besides opening a new perspective for the following researches, the most importance of this article is to provide the enterprises with more advises, which will help them make proper strategies in response to the changing social environment.

並列關鍵字

brand ； singer idol ； business model

參考文獻

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