動畫角色之行銷策略研究-以皮克斯為例

The Research of Marketing Strategies for Animated Characters-A Case Study of Pixar

李佩穎(Li Pei-Ying)

指導教授 ： 劉立行

國立臺灣師範大學/科技與工程學院/圖文傳播學系/碩士(2018年)

https://doi.org/10.6345/THE.NTNU.DGAC.001.2018.F05

摘要

至今在動畫角色運用層面，隨著科技的技術進步以及多媒體開發與使用的普遍性，使得動畫角色多元化的應用，已與傳統趨勢發展不同。本研究嘗試拓展動畫角色分析項目，由行銷策略探討之皮克斯透過建構故事與角色過程。本研究將分析皮克斯如何在動畫故事中，發揮動畫角色的獨特性，並將故事與角色個性融合其中特色設計。本研究由以下切入點作為說明。首先，在動畫角色發展中，企業者如何規劃行銷策略。由企業品牌建立具有特色與價值的內容行銷，透過鑽石體系策略綜觀規劃因素，從故事角色提升至具有價值性的動畫角色。因此，企業者必須建立出行銷策略的作法，轉化並提升動畫角色的應用價值層面性質，這是為本研究分析之重點。本研究將分析皮克斯如何訂定與修正行銷策略。依照結合理論架構與個案探討達到研究結果。本研究分析發現動畫特色優勢及相關行銷策略推行則是皮克斯動畫角色特色的關鍵。企業具有優勢的實力，並能分工整合行銷策略，透過長期培育實力人才，必能夠發展出具有價值與創造力的特質。未來可進一步探討與深化之具有代表性的台灣動畫角色，更藉此推動與開創市場價值新局面。

關鍵字

動畫角色 ； 皮克斯 ； 行銷策略 ； 內容行銷 ； 鑽石體系

並列摘要

At present, in the application of animated character, with the technological progress and popularity of multimedia development and use, the diversified applications of animated characters had been different from the traditional trend of development. This study attempted to expand the animated characters analysis project, from the marketing strategy to explore how Pixar constructed stories and characters. This study analyzed how Pixar played the animated character's unique role in the animated story, and combined the story with character design. This study was illustrated by the following three theories: First, in the animated character development, how should an enterprise plan the marketing strategy. The enterprise brand established a unique and valuable content marketing, through the Diamond System strategy overview the planning factors, from the story character elevated to a valuable animated character. Therefore, the enterprise must established the practice of marketing strategy, to transform and enhance the value of application of the animated characters, which was the focus of this study. This study analyzed the advancement process of how Pixar adjusted and modified the marketing strategy. We then combined the theoretical framework and case study to achieve the results of the study. This study found that the advantage of animated features and the implementation of the relevant marketing strategy were the key features of the Pixar animated character. Enterprises had competitive strengths, and worked together to integrate marketing strategy, through the long-term cultivation of talent, it was able to develop the value and creativity. In the future, we can further explore and deepen the representative animated characters in Taiwan, so as to promote and create new market value.

並列關鍵字

animated characters ； Pixar ； marketing strategy ； content marketing ； diamond system

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