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國圖紙本論文
研究生:林玲惠
研究生(外文):Lin Lin Huei
論文名稱:藝人經紀公司對演藝人員之行銷推廣策略分析
論文名稱(外文):The Analysis of Marketing and Promotion Strategies of Talent Agencies for Stardoms
指導教授:沈慧聲
學位類別:碩士
校院名稱:中國文化大學
系所名稱:新聞研究所
語文別:中文
論文頁數:0
論文摘要
根據ACNielsen尼爾森媒體2007年10月至12月，12歲至65歲國內人口閱報率調查，國內人口65.5%以閱讀影視娛樂新聞為主，顯示娛樂新聞為許多人關注的新聞內容之一，現代人已將「影視娛樂」視為生活的一部分。隨著國內影視娛樂產業地位日趨重要，身為產業中主要元素的演藝人員，其市場已隨有線電視頻道開放，以及新媒體時代來臨而需求日益蓬勃，因此演藝人員行銷推廣策略顯得相當重要。
本研究以4P及4C行銷理論為基礎，經由「參與觀察法」及「深度訪談法」瞭解演藝人員行銷策略，剖析藝人經紀公司針對演藝人員所擬定的行銷策略，作為演藝人員於影視娛樂產業發展之有價參考，並可為演藝人員商業現象提供行銷面向解答。
本研究結果發現：藝人經紀公司針對演藝人員行銷推廣策略區分於二階段，第一階段為產製優良產品，第二階段為實際行銷推廣策略，行銷推廣策略以拓展演藝人員「能見度」為主，此為最能影響演藝人員成功與否之關鍵因素。本研究歸納藝人經紀公司產品產製過程，並分析當前藝人經紀公司在產品篩選上依各家藝人經紀公司經營理念而有所不同，篩選重點以下列三點為主：（1）人才實力，（2）市場吸引力，（3）人才特質。
同時，本研究歸納演藝人員行銷推廣策略，在產品與顧客需求與欲求方面：藝人經紀公司須製造多元化、差異化及專業化產品；在價格與顧客成本方面：藝人經紀公司需保持價格彈性，並提高市場佔有率；在通路與便利性方面：必須縮短與消費者之距離，極致化使用新媒體，且擅與異業合作；在推廣與溝通方面：藝人經紀公司須廣結善緣，把握任何可能的機會；在演藝人員媒體運作方面：藝人經紀公司應強化演藝人員核心價值，避免過度廣告化，以正面形象獲得消費者支持。此外，在藝人經紀公司行銷推廣策略施展同時，應致力培養國際化演藝人員、積極拓展國際市場。
演藝圈演藝人員產品壽命有限，當藝人經紀公司為產品建立知名度的同時，亦可藉由知名度的效應，為旗下演藝人員做產品延伸，如此一來，藝人經紀公司對演藝人員之行銷推廣，便能塑造強勢產品，形成市場強大勢力，帶來高度附加價值，而演藝人員之生命也將因此更發光、發亮。
論文外文摘要
According to a survey by ACNielsen, 65.5% of the population in Taiwan between the age of 12 and 65 read entertainment news. This shows that entertainment is an important part of the modern life. As the domestic entertainment industry becomes increasingly popular though the cable television and the arrival of the new media, it is even more crucial for the stardoms to have a good marketing strategy.
The 4P and 4C marketing theory serves as the basis to understand the strategy of stardoms through “participating observation” and “depth interviews”. The strategies that talent agencies implement for stardoms are analyzed and can provide the stardoms some insight to the marketing dimension.
There are two phases to a marketing strategy for stardoms: first is to develop a quality product, and second is to implement the promotion strategy. The marketing promotion strategy mainly expands the stardom’s visibility and is the key factor for the success of the stardom. The production process of the strategy is summarized and the product selection process is analyzed according to business philosophies. There are 3 main selection factors: (1) personnel strengths, (2) market appeal, and (3) product characteristics.
In terms of the product and customer needs: talent agencies need to produce products that are diverse, differentiated, and specialized. In terms of price and customer costs: talent agencies need to maintain price elasticity and increase the brand market share. In terms of channels and convenience: the distance with consumers must be minimized, the use of new media should be optimized, and good cooperation with different industries must be established. In terms of promotion and communication: talent agencies must build connections and seize any possible opportunities. In terms of the stardom’s media operations: talent agencies should strengthen the core values of stardoms, avoid over commercialization, and obtain consumer support through building positive images. In addition, when talent agencies are promoting their marketing strategies, they should also train internationalized stardoms and actively expand the international market.
The stardoms in the entertainment industry have a limited product life. When talent agencies build the recognition of their products, they can use the effects of the success to create product extension for their stardoms Therefore, talent agencies promote and market their stardoms to build stronger products, create a greater force in the market and bring higher values, so that the lives of stardoms are more successful.
