人物品牌的經營模式研究—以新加坡與馬來西亞華語流行歌手為例

Business Model for Human Brands—Cases of Chinese Pop Idols in Singapore and Malaysia

吳汶鴻(Woon-Hung Ng)

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(2016年)

摘要

自1970迄1980年代，台灣流行起民歌運動，當時劉家昌的創作班底獨領風騷，栽培了多位臺灣華語流行巨星，例如：鄧麗君、鳳飛飛、費玉清等，引起不少東南亞華人關注，尤其是新加坡與馬來西亞當地一帶的華人影響最深，幾乎家家戶戶無人不曉，甚至來到新馬登臺表演。在1990年代，大陸改革開放後，偶像歌手大量的湧現，新馬歌手也不例外，紛紛湧入台灣和大陸市場。臺灣一直以來都是華語流行音樂的中心基地，加上台灣成熟的流行音樂製作環境，吸引了一批批的新馬歌手選擇以臺灣基地，發展音樂事業。新馬音樂製作人認為在臺灣紅過的歌手來到中國，幾乎都是票房保證，但是中國紅的歌手要進軍臺灣卻很難。所以新馬的歌手認為如果想要往音樂事業發展，首要先立足臺灣，然後再放眼中國。
眾多新馬為主的華裔歌手，如今已成為台灣與中國主流流行音樂的傳承者，但也有不少曾經擁有華語流行音樂主流地位的偶像歌手卻慢慢的被遺忘，為何滿懷夢想的音樂人，一心想要往華語流行音樂路發展，卻失敗或無法成為主流？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，按照地域規模分為國際型、全國型歌手品牌，並按照不同的品牌類型均勻蒐集八個歌手個案作為分析所用的資料，採用國內文獻的經營模式元件「價值主張」、「產品與服務設計」、「資源佈署」、「核心策略」、「價值網絡」、「營收機制」共六項元件進行分析，發展出以下結果：
一、「價值主張」、「產品與服務設計」、「核心策略」、「資源佈署」、「價值網絡」、「營收策略」，國際型品牌明顯比全國型品牌更為需求。
二、國際型歌手各經營元件平均數，具有相當的重要性。
三、全國型歌手各經營元件平均數，除了「營收機制」，其餘經營元件具有相當的重要性。
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

經營模式 ； 品牌 ； 偶像歌手

並列摘要

Since 1970 until 1980, Taiwan folk music became popular, during that moment Jia Chang Liu’s creative team was the top record company. He trained a number of Chinese pop star, for example, Teresa Deng, Fei Fei Feng, Yu Ching Fei. Those pop star caused a lot of attention among the Chinese in Southeast Asia, especially Singapore and Malaysia Chinese been influenced the most, almost every local family know who they were. In the 1990s, after the mainland reform and opening, the emergence of a large number of Singapore and Malaysia pop idols flocked to Taiwan and the mainland market. Taiwan has always been a central base for Chinese pop music, coupled with Taiwan's sophisticated pop music production environment to attract a new batch of the singer to develop their music career. Malaysia and Singapore music producer believe that when to you get popular in Taiwan, is easy for you to enter China market.
Lots of singer from Malaysia and Singapore has become mainstream pop music inheritors, some of the mainstream artists was slowly being forgotten, and some of them were failed to become mainstream. Why? Is it the difference business model will lead to a singer’s rise or fall? In this study, the singer will name it as a brand (human brand), through analysis the business model elements.
To investigate the effects of this brand singer, divided according to geographical scale international type, national singer brand, and according to different types of brands collect eight singers case data used for analysis, by using the business model element, such as "Value proposition", "design of products and services", "resource deployment", "core strategy", "value networks", "revenue mechanism" total of six elements analysis, the development of the following results:
1."value proposition", "design of products and services", "core strategy", "resource deployment", "value networks", "revenue mechanism", the international brand significantly more than the national brand demand.
2.the international singer each business elements mean, of considerable importance.
3.the national singer average each business element, the remaining operating element of considerable importance, accept "revenue mechanism".

並列關鍵字

business model ； brand ； pop idols

參考文獻

一、英文文獻

1.Thomson, M. （2006）. Human brands: investigating antecedents to consumers strong attachments to celebrities.Journal of Marketing, 70（3）,pp. 104-119.

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