政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/118655

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/118655

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/118655

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/118655

Title:	YouTube之運動行銷研究-以世大運為例 Research of Sports Marketing on YouTube-Taking Taipei Summer Universiade as An Example
Authors:	林宥綸 Lin, Yu-Lun
Contributors:	白佩玉林宥綸 Lin, Yu-Lun
Keywords:	整合行銷溝通態度品牌聯想 YouTuber 業配影音 Integrated Marketing Communications Attitudes Brand Associations Youtuber Sponsored Video
Date:	2018
Issue Date:	2018-07-13 15:21:17 (UTC+8)
Abstract:	現在的行銷活動不再僅限於品牌商，就連政府宣導政策或活動也開始使用不同行銷管道跟社會大眾溝通。除了傳統的溝通媒介以外，誕生了不同的新興媒體，例如YouTube影片行銷或是臉書直播等等。本研究鎖定在YouTube平台上網紅與台北市長合拍的世大運宣傳影片，欲了解社會大眾對於世大運的聯想，以及在看完市政府與YouTuber合作的影片後如何改變社會大眾對世大運的聯想及態度，甚至是買票進場的意願。本研究使用質化中的半結構性訪談，共進行了三次試訪，十二場正式訪談，研究結果歸納如下： 1. 台北市政府透過YouTuber宣傳世大運能引起討論，但是無法達到實際的進場效果。 2. 透過YouTuber宣傳世大運，可以強化社會大眾對於世大運的正面聯想。 3. 大眾喜愛的YouTuber雖然可以使消息傳遞的更快速，但不代表此位YouTuber能夠影響大眾的行為。 4. 柯文哲市長是這些YouTube宣傳影片中最具影響的關鍵，柯市長宣傳世大運的影片點閱率都明顯高於YouTuber原本擁有的訂閱人數和其他影片的平均觀看人數。根據研究結果，本研究將針對YouTuber和品牌廠商或政府單位提供實務建議，同時也提供未來研究參考。 Today`s marketing activities are no longer limited to brand owners. Even government advocacy policies or activities have begun to use different marketing channels to communicate with the public. In addition to the traditional communication media, new ways of Integrated Marketing Communications have emerged, such as YouTube or Facebook live streaming. Thus, this thesis focuses on one of the new marketing channels – YouTube, exploring one event so-called Taipei Summer Universiade. The study aims to find out what the public associates when speaking about Taipei Summer Universiade. After watching the promotion videos made by the YouTubers, the study aims to find out if these videos change the associations and the behavior of the public. This study adopts semi-structured interviews to collect qualitative data. There are three pre-test interviews and twelve in-depth interviews. Results and discussions are summarized as follows: 1. The Taipei City Government can achieve a certain effect by promoting Taipei Summer Universiade through YouTubers. 2. Using YouTuber to promote the Taipei Summer Universiade makes it difficult for the public to change their behavior. 3. The popularity of YouTubers doesn’t mean that YouTubers can influence the behavior of the public. 4. Taipei City Mayor Prof. M.D. is the most influential key in these films.
Reference:	YouTuber職業興起！網紅 HOWHOW：我從小也只知念書。聯合新聞網，取自https://udn.com/news/story/7269/2913063 業配之王HowHow一人製片團隊，解析爆紅Youtuber之路。TRANSBIZ，取自 https://transbiz.com.tw/業配-howhow-youtuber/ 2017年夏季世界大學運動會。維基百科，取自 https://zh.wikipedia.org/wiki/2017年夏季世界大學運動會#申辦過程九月口碑行銷｜口碑聲量爆發！世大運大獲成功的3個關鍵行銷策略。GE MARKETING，取自http://www.gemarketing.com.tw/relatnews/story/universiade/ 世大運影片省25萬！掀「谷阿莫」vs「古摸零」大戰（2016/08/03）。東森新聞，取自https://news.ebc.net.tw/news.php?nid=31337 Anny。世大運開幕了，回顧這些社群瘋傳的創意行銷哪個最深植人心（2017/8/21）。Inside，取自https://www.inside.com.tw/2017/08/21/taipei-2017-universiade-social-media-marketing 臺北市政府觀光傳播局。Taipei in Motion! 比賽尚未開始臺北世大運已在國際獲獎。台北市政府，取自https://www.gov.taipei/News_Content.aspx?n=F0DDAF49B89E9413&sms=72544237BBE4C5F6&s=8864A173DE306CE7 Bill Tou。柯P或成最大網紅？一窺世大運 X Youtuber 行銷的背後脈絡。Medium，取自https://medium.com/@BillTou/柯p-或成最大網紅-一窺世大運-x-youtuber-行銷的背後脈絡-7252ffa45362 「台北，我的主場」，從世大運看「有感行銷」。Smart人人，取自https://www.smartm.com.tw/article/34303538cea3 台北世大運成功落幕，是因為這個團隊這樣合作…。Hami書城，取自https://blog.hamibook.com.tw/新聞時事/台北世大運成功落幕，是因為這個團隊這樣合作/ 红人世代（1）：蔡阿嘎的正能量。東方Online，取自 http://www.orientaldaily.com.my/s/118628 黃家慧。蔡阿嘎：對喜歡的事，就要多一點堅持。今周刊，取自 https://www.ettoday.net/news/20130604/217637.htm#ixzz5AN2zGNKZ 楊竣傑。阿滴：如果沒讀研究所，就不會有阿滴英文，但我並不推薦所有人去讀。Cheers快樂工作人雜誌，取自http://topic.cheers.com.tw/issue/2017/master/article/5-3.aspx 莫乃健。2017 GQ風格男人－另類政治家柯文哲。GQ Taiwan，取自https://www.gq.com.tw/entertainment/celebrities/content-34512.html Belch,G .E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective. New York : NY : McGraw-Hill Berger( 2014 ); Brown and Reingen( 1987) ; Chevalier and Mayzlin (2004 ); Godes and Mayzlin( 2004). Connecting People and People -Integrating Marketing Communications Blackwell ,Miniard and Engel(2001). Consumer Behavior Brown, Kozinets, and Dherry(2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning Debevee, K, & Kernan, J. B. (1998). Source expertise, source attractiveness, and the processing of persuasive information: A Functional approach. Journal of Personality and Social Psychology, 55(4), 541-546 Greg Maio, Geoffrey Haddock (2014). The Psychology of Attitudes and Attitude Change Kevin Lane Keller (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program Lincoln and Guba (1985) ; Strauss and Corbin (1990). Choosing Qualitative Research:A Primer for Technology Education Researchers Lynch, Marmorstein, and Weigold(1988). Choices from Sets Including Remembered Brands: Use of Recalled Attributes and Prior Overall Evaluations Myth-Busting Social Media Advertising. (2014). Retrieved June 07, 2017, from the World wide Web:http://www.onebyaol.com/myth-busting-social-media-advertising Pfeiffer and Zinnbauer (2010). Can Old Media Enhance New Media? How Traditional Advertising Pays off for an Online Social Network Rajeev Batra& Kevin Lane Keller (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas Rosenberg and Hovland(1960) The Structure of Attitudes Rosenberg and Hovland(1960). ABC Model of Attitude Russel Bernard,H.(1988). Research methods in cultural anthropology. Newbury Park, CA: Sage Publications Schiffman(2000). Consumption values and relationships: segmenting the market for frequency programs Smith, T.M ,Gopalakrishna, S , &Chatterjce, R. (2006). A three-stage model of integrated marketing communications at the marketing-sales interface. Journal of Marketing Research, 43(4). 564-579 Steenkamp,Van Trijp（1993）Quality guidance and quality formation Unnava and Burnkrant (1991); Young and Bellezza( 1982). Effects of Repeating Varied Ad Executions or Brand Name Memory
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 105363086
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105363086
Data Type:	thesis
DOI:	10.6814/THE.NCCU.MBA.040.2018.F08
Appears in Collections:	[MBA Program] Theses

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