整合行銷在台灣偶像劇的應用與研究

The Application and Research of Integrated Marketing in Taiwan Idol Drama

張正芬(Chang, Cheng-Fen)

《兩岸企業社會責任與社會企業家學術期刊》 5期 (2020/03) Pp. 80-94

摘要

2015年台灣文創產值8339億元，最高前三名依序為廣播電視產業1561億元、廣告業1493億元和工藝產業1212億元。足見廣電產業的產值為最高，其中台灣的偶像劇又為產值來源最大且影響力大，偶像劇能夠帶動整個影視產業鏈，從幕後的產製人才及幕前的偶像明星，都能創造大量的經濟效益，包含明星、音樂、商品、觀光、文化、國際競爭力。帶動整個影視產業鏈，而面對市場競爭，如何吸引電視觀眾收看及網路視頻點擊，行銷是重要的。在產品與行銷的產銷合一原則，如何實踐整合行銷在偶像劇的行銷傳播，達到偶像劇的最佳行銷效益，都是本研究的內容。本研究是以台灣偶像劇最高收視紀錄的《命中注定我愛你》為研究個案，本研究分別從個案的行銷模式、訊息設計、價值傳遞加以研究，透過其整合行銷策略的核心任務及行銷執行內容，分析偶像劇產品內容與整合行銷策略的關係，及行銷通路及行銷工具如何應用。偶像劇《命中注定我愛你》平凡人追求夢想的精神，是本劇在整合行銷策略中的核心任務。對於在未來的偶像劇行銷應用上，無論隨著時代的改變，科技的進步，播出平台的多元，閱聽習慣的改變，產品與行銷的產銷合一發展，傳遞產品價值是行銷的核心任務，在偶像劇行銷的過程中，維持訊息一致性及傳遞產品核心價值的精神都是實踐整合行銷最佳效益。如此才能精準行銷到目標閱聽者，創造有效的傳播效益及大量的經濟效益。

關鍵字

行銷 ； 偶像劇 ； 整合行銷傳播 ； 行銷價值 ； 命中注定我愛你

並列摘要

In 2015, Taiwan cultural and creative industrial value was 8,339 billion dollars, the highest of which was the broadcast and television industry of 1,561 billion NT dollars, and Idol drama was the most important source of industrial value. It is obvious that idol drama is the most important part in the cultural and creative industry. This is the study case of ＂Fated to love you.＂ Since the idol drama has created the highest record of TV viewing and internet clicks, this is an indicative case. Idol drama can drive the entire film and television industry chain, and marketing is important to attract TV viewers to watch and network video clicks. In the principle of product and marketing integration of production and marketing, how the integration of marketing in the marketing of Idol drama is practiced, and how the best marketing benefits of Idol dramas is achieved are the content of this study. The focus of this research is on integrated marketing communication models, message designing, value delivering, the analysis of the relationship between idol drama content and marketing strategies, and how to apply marketing channels and marketing tools.

並列關鍵字

marketing ； idol drama ； Integrated Marketing Communication ； marketing value ； Fated Love You