臺灣娛樂產業造型師的品牌金字塔建構：重要關係人觀點

娛樂產業造型師是以專業技能與勞力服務為主要經營動脈，然而，在臺灣娛樂市場愈來愈小，產業愈來愈競爭，頻道增加，卻瓜分廣告市場，數位媒體蓬勃發展的今日，娛樂產業製作費少之又少，許多造型師低價求生的同時，個人品牌的建立是維繫造型師能衝出紅海的關鍵原因。消費者 (即顧客) 在品牌知覺經濟價值的意識驅使下，所選擇的造型師，經常是擁有良好的個人品牌的服務，因此，品牌建構已經成為造型師創造差異化不可或缺的要素。為探究臺灣娛樂產業造型師應如何建構個人品牌，本研究參照Keller (2008) 品牌金字塔理論的六種面向，做為質化研究主題式分析的研究基礎。此六面向包含： (1) 品牌凸顯-自我核心技術能力； (2) 品牌意象-造型師的行動內容； (3) 品牌功效-顧客滿意的面向； (4) 品牌感受-情感關係/價值取向； (5) 品牌判斷-個人專業水準 (6) 品牌共鳴涵蓋-信賴與承諾/服務方式。本研究採用質化分析，以判斷式以及滾雪球方式徵求受訪者進行一對一深入訪談，一共訪談了10位造型師的利害關係人。本研究資料訪查對象為電視、電影製作人、演唱會製作人、創作歌手、演員、舞台劇造型總監等，依據本研究作者與台灣娛樂產業各階層工作者的接觸，以及互動關聯性之關係人為對象，針對造型師個人品牌之建立採開放性訪談方法進行深度訪談。研究結果顯示，造型師個人既有之品牌形象、作品內容創意程度，情感關係、溝通能力、融入團隊等、服務滿意度，均會影響顧客對於專業服務之認同，並進而影響顧客再次合作的意願。本研究的發現具有實務價值，建立個人品牌能幫助造型師有效利用個人人脈行銷，提升個人品牌印象與形象認同度。甚至利用網路社群之策略，拓展觸角與人脈，擴大消費族群。

關鍵字

台灣娛樂產業；品牌金字塔；造型師；關鍵成功因素

並列摘要

The entertainment market in Taiwan is getting smaller and smaller, and the industry is becoming more and more competitive. While the number of channels is increasing, the advertising budget is largely reducing. In the meantime, the flourish of digital media is also the cause of the decrease of production cost in the industry. While many stylists survive at low service offerings, the establishment of a personal brand is the key factor for developing stylists’ competitive advantage. Consumers (i.e., customers) are driven by the value of the brand, and the stylist they choose is often due to a personal branding. Therefore, branding has become an indispensable element for stylists to create differentiation in the competitive market. In order to explore how Taiwanese entertainment industry stylists should develop personal brands, this study draws on Keller's (2008) brand pyramid theory as the research basis. The thematic analysis of qualitative research is conducted. Brand pyramid theory has six blocks for developing a brand that include: (1) brand salience-self-core technical ability; (2) brand imagery-stylist's action content; (3) brand performance-the aspect of customer satisfaction; (4) brand feelings-emotional relationship/value orientation; (5) brand judgment-personal professional level (6) brand resonance covers-trust and commitment/service Method. This study adopts qualitative approach, solicits the interviewees to participate in face-to-face in-depth interviews with a judgmental and snowballing sampling satraegy. A total of 10 stylist’s stakeholders were interviewed. The interviewees are TV program producer, filmmakers, concert producers, singer-songwriters, actors, stage play styling directors, etc. The author of this study utilizes her personal contact and the relationship with stakeholders to complete the sample recruiement. The interview analysis and results show that the existing brand image of the stylist, including the degree of creativity in the content of the work, emotional relationship, communication ability, integration into the team, etc., and service satisfaction. The above all will affect customers' recognition of professional services, and then affect customers willingness to collaborate again. The findings of this study have practical implications. The establishment of a personal brand can help stylists effectively use personal network marketing and enhance personal brand impression and image recognition. Even using the strategies of the online community can help stylists to expand tentacles and contacts.

並列關鍵字

Taiwan entertainment industry ； brand pyramid ； stylist ； key success factor

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