臺語藝人的品牌經營與演唱會行銷—以江蕙《祝福》演唱會為例

Brand Management and Concert Marketing of Taiwanese Artist- A Case Study of Jody Jiang “Best Wishes to You” Concert

葉柏增(Yeh Po-Tseng)

指導教授 ： 陳子鴻

國立臺灣師範大學/音樂學院/流行音樂產業碩士專班/碩士(2019年)

https://doi.org/10.6345/THE.NTNU.GPM.001.2019.A10

摘要

臺語藝人江蕙，自八〇年代出道，而此時亦為華語歌壇開展的時代，而江蕙則以臺語歌手形象，逐步樹立其在歌壇的地位，以許許多多膾炙人口的歌曲，深入人心，也唱出屬於臺灣人的代表歌曲；而媒體曾評論「每個人的心中都有一首江蕙」，江蕙的歌，唱出了各種感情中的各類角色，而歌歌曲中，也跳脫以往臺語歌的形象，融合了許多西方的元素，唱出了屬於新時代的臺語歌。
江蕙於2015年，《祝福》演唱會後「封麥」引退，而其作品卻依舊深植於臺灣人們的心中，為此本文將透過其演藝歷程發展，淺析江蕙作為臺語藝人，在形象上的品牌經營與演唱會的行銷模式，探究出其獨特之處，也望能讓新一代以臺語為主要語言的藝人們，有一個世代傳承，可以借鏡的楷模。

關鍵字

臺語藝人 ； 音樂品牌 ； 演唱會 ； 行銷策略 ； 體驗行銷 ； 江蕙

並列摘要

The Taiwanese artist Jody Chiang, she debuts in the '80s as an era that Chinese music develops rapidly. She has gradually established her position in the musical stage with the Taiwanese songs. Jody Chiang's songs were enjoying great popularity and deep into the hearts, it was representative songs belonging to the Taiwanese. The media once commented that "Everyone has a Jody Chiang's song in his heart". Jody Chiang's song sings various characters in various emotions, and in the songs, was exceeding the image of the previous Taiwanese songs, it combined many Western elements and sings a Taiwanese song belonging to the new era.
In 2015, Jody Chiang retired after the " Best Wishes to You" concert, and her songs were still deeply rooted in the hearts of Taiwanese people. For this reason, this article will develop through her performing arts and analyze Jody Chiang as an artist. In the image of the brand management and the marketing model of the concert, explore its uniqueness. At the same time, a new generation of artists who hope to use Taiwanese as their main language will have a model that has been passed down from generation to generation.

並列關鍵字

Taiwanese Artist ； Music Brand ； Pop-Music Concert ； Marketing Strategy ； Experimental Marketing ； Jody Jiang

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