兒童流行音樂行銷策略之探討
— 以《削削叫》及《共樣、無共樣》專輯為例

時代與時俱進，在全球化的發展之下，網路讓我們變得互相之間沒有國界，而一個國家的發展與競爭力來源於對本土文化的認同，無論是中央或是地方單位，都積極而持續扶持在地文化，在地文化中最重要的其中一項就是語言的傳承，母語就是其中最重要的標的物。而人類聽覺發育甚早，原生家庭母語是兒童最早接觸的語言，透過兒童母語音樂教育，可以達到加速深耕母語教育的目標，搶在第一時間置入新生兒的第一印象，是一個非常積極的作為。學音樂的小孩不會變壞！這個成功的行銷標語深植人心，家長都會希望自己的小孩早早接受音樂的薰陶，所以從流行音樂的角度推廣母語文化，很容易讓家長接受，也使家長互相之間廣為宣傳。本研究以臺南市文化局發行之台語童謠專輯《削削叫》及臺北市客委會發行之客語童謠專輯《共樣、無共樣》為例，透過深度訪談參與專輯製作人員，收集相關文獻將其分類製作兒歌特質量表評比兩張專輯之內容，可以了解到雖然童謠只要通俗易懂，生動活潑即能滿足客戶端對於出版品的要求，但藉由兒歌特質量表還是能評比出分數的高低，在音樂的內容物上透過量表也能找出產品的優缺點，進而改善後續產品的製作方向。並以行銷策略角度分析比較兩張專輯之異同，使用行銷策略工具、SWOT、行銷7Ps等行銷策略理論分析該二個案，從地方出發，放眼國際。母語童謠的行銷策略經由STP品牌定位的方式，可以協助主管機關達到推廣母語文化的使命。藉由SWOT分析，選擇與調整不同的行銷策略，以面對未來多變的各種因素。而透過行銷7Ps的分析比較，可以為各種語言的童謠專輯提供更多行銷上的分類與方向。雖然對比於《Baby Shark》這樣成功的國際範例在複製上有很高的難度，但是如何創造獨特的明星產品是有志於投入童謠市場的個人或團體值得深入研究的領域。透過本研究所整理之內容可以為提供母語兒童流行音樂在出版品的改善，以及建議對於兒童流行音樂推廣之單位所需要的行銷工具與策略規劃的方向。

關鍵字

童謠；兒童流行音樂；母語教育；行銷7Ps

並列摘要

The times are advancing with the times. Under the development of globalization, the Internet has made us no borders between each other, the development and competitiveness of a country come from the recognition of local culture, whether it is the central or local units, They all actively and continuously support the local culture. One of the most important aspects of local culture is the inheritance of language, and the mother tongue is the most important target. Human hearing development is very early, the mother tongue of the native family is the first language that children come into contact with. Through music education in children’s mother tongue, the goal of accelerating the deepening of mother tongue education can be achieved. It is a very positive way to get the first impression of the newborn as soon as possible. Children who learn music don’t go bad! This successful marketing slogan is deeply rooted in the hearts of parents. Parents would like their children to be influenced by music early on. Therefore promoting mother tongue culture from the perspective of pop music is easy for parents to accept, and it also allows parents to spread the word among themselves. This study takes the album of Taiwanese nursery rhymes "Cut and Scream" and the album of Hakka nursery rhymes "Same, No same" as examples, through qualitative analysis of the content of the two albums, and using the nursery rhyme special quality scale to evaluate the scores. And use SWOT, marketing 7Ps and other marketing strategies to analyze the two cases. The marketing strategy of mother tongue nursery rhymes can assist the competent authorities to achieve the mission of promoting native language culture through STP brand positioning. And through the analysis and comparison of the 7Ps of marketing, more marketing classifications and directions can be provided for nursery rhyme albums in various languages. Although it is very difficult to replicate compared to such a successful international example as "Baby Shark", how to create unique star products is an area worthy of in-depth study by individuals or groups who are interested in investing in the nursery rhyme market. The content compiled through this research can provide the improvement of the publications of children's pop music in their native language, and suggest the direction of marketing tools and strategic planning for units that promote children's pop music.