政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136744

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136744

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 51061239 在线人数 : 968

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜寻范围

查询小技巧：

您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果

若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据

进阶搜寻

主页 ‧ 登入 ‧ 上传 ‧ 说明 ‧ 关于政大典藏 ‧ 管理

到手机版

政大機構典藏 > 商學院 > 企業管理研究所（MBA學位學程） > 學位論文 > Item 140.119/136744

请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/136744

题名:	網紅商業模式之策略行銷 4C 分析：以台灣微網紅竹竹為例 Strategic Marketing Analysis: The Case of Taiwan Micro Influencer ChuChu
作者:	林沂霈 Lin, Yi-Pei
贡献者:	巫立宇張元晨 Wu, Lei-Yu Chang, Yuan-Chen 林沂霈 Lin, Yi-Pei
关键词:	網紅經濟策略行銷 4C 分析微網紅竹竹 Internet celebrity economy Strategic marketing 4C framework Micro- influencer ChuChu
日期:	2021
上传时间:	2021-08-04 16:40:45 (UTC+8)
摘要:	網紅經濟市場近幾年蓬勃發展，在台灣也越來越多人加入網紅行列，網紅關注族群人數的不斷攀升更展現出背後龐大的商機，讓網紅行銷成為企業重要的行銷方法之一，在眾多的網紅當中，粉絲人數較少的小型網紅逐漸崛起，去年開始因為受到新冠肺炎疫情的影響，使得線上社群用戶增加且更加地活躍，小型網紅的數量也預期會繼續增長，網紅們除了要不斷更新創作之外，也需要思考如何與合作對象及粉絲建立長久的關係，才能在越來越競爭的市場中脫穎而出。本研究探討個案微網紅「竹竹」經營自媒體的模式，並以策略行銷 4C 架構來分析竹竹在競爭激烈的環境下，如何處理四項阻礙與合作對象以及粉絲交易的成本，從中歸納出可供其他微網紅參考的經營方針，同時也進一步瞭解竹竹目前的經營困境並提出具體建議。從研究結果發現，竹竹透過較優惠的合作方式與提供額外的曝光來減少合作對象的成本、增加效益，並為粉絲們爭取專屬的福利以增加關注竹竹所獲得的效益;而建立明確的風格與定位，能降低合作對象與粉絲在認識竹竹的過程中搜尋資訊的成本;在解除合作對象對合作過程不信任的方面，除了簽訂明確的合約之外，可以利用短期內不與競業合作的約定來增加對方的信任感，若有粉絲對竹竹所推薦的產品產生疑慮，竹竹會即時處理並公開修正資訊以展現負責任的態度與誠信;為了增加合作對象與粉絲的忠誠度，竹竹在工作以外的期間仍與合作對象保持聯繫，並盡可能接受廠商的活動邀約，同時也利用自身外貌與電影角色相似的優勢提升不可取代性，並加強與粉絲的互動來建立共有回憶。另外，本研究也建議竹竹可以針對各社群平台提供更精準的內容以及建立與粉絲共有的專屬日子，以提升合作對象與粉絲的效益，並穩固對竹竹的忠誠度，累積更多黏著度高的粉絲才能進一步將其變現。 The Internet celebrity economy develops vigorously these years, and more people in Taiwan become Internet celebrities nowadays. The increasing number of people paying attention to Internet celebrities shows great business opportunities behind, making Internet celebrity marketing an important marketing method for companies. Among all types of social media influencers, small influencers with fewer fans rise nowadays. Since last year, due to the impact of new coronavirus (Covid-19), members in the online community have increased and became more active, and the number of small influencers is expected to continue to grow. In addition to constantly updating their creations, influencers need to think about how to establish long-term relationships with partnered companies and fans to stand out in a crowd of competitors. The purpose of this study is to investigate the self-media of the case of micro-influencer "ChuChu", and use the strategic marketing 4C framework to analyze how ChuChu deals with four types of transaction costs to partnered companies and fans in a competitive environment. Besides, this study summarizes the business policy that can be a reference for other micro-influencers. The author has a further understanding of ChuChu’s current operating difficulties and makes specific recommendations. The results indicate that ChuChu reduces the costs and increases the benefits of partnered companies through more favorable cooperation and providing additional exposure. ChuChu also asks for exclusive discounts for fans to increase the benefits obtained by paying attention to ChuChu. The establishment of a clear style and positioning helps for knowing ChuChu easier. In terms of dissolving the distrust of the cooperation process, besides signing a clear contract, ChuChu also utilizes the short-term agreement on not cooperating with partnered companies’ competitors. If fans have doubts about the products recommended by ChuChu, she will deal with it immediately and modify the information publicly to show a responsible attitude and integrity. To increase the loyalty of the partnered companies, ChuChu keeps in touch with them in their spare time and accepts activity invitations from them as much as possible. She also takes advantage of her appearance that is similar to a movie character to improve irreplaceability and strengthens interaction with fans by establishing shared memories. This study also suggests that more specific content can be created on each social platform, and setting special events shared with fans can increase the benefits for both partnered companies and fans and enhance their loyalty to ChuChu.
參考文獻:	一、中文文獻尼爾森行銷研究，尼爾森媒體研究新知2020年11月號，上網日期2020年12月7日，檢自：http://www.magazine.org.tw/ImagesUploaded/news/16073214930730.pdf 朱騏，【產業分析】網紅經濟的興起與生態圈懶人包，上網日期2020年12月18日，檢自：https://medium.com/pm%E7%9A%84%E7%94%9F%E7%94%A2%E5%8A%9B%E5%B7%A5%E5%85%B7%E7%AE%B1/pmtool-industryanalysis-influencerseconomy-d08073982936#cd84 邱志聖，(2014)。策略行銷分析：架構與實務應用(四版)。臺北市：智勝文化。 JCI Hong Kong，(2020)。2020 總會內地事務 - 大中華小知識(第三期)，檢自：http://www.jcihk.org/images/download/dlwid_3349_dlwlistid_4063.pdf 電玩人妻曉雨，【直播小知識】Youtuber什麼時候才能有收入呢？，上網日期2019年10月30日，檢自：https://suwife.pixnet.net/blog/post/311025050-%E3%80%90%E7%9B%B4%E6%92%AD%E5%B0%8F%E7%9F%A5%E8%AD%98%E3%80%91youtuber%E4%BB%80%E9%BA%BC%E6%99%82%E5%80%99%E6%89%8D%E8%83%BD%E6%9C%89%E6%94%B6%E5%85%A5%E5%91%A2 陳建鈞，一年笑納1億元抖內，VTuber是什麼？Netflix不敢錯過、台灣網路流行語peko也出自它，上網日期2021年05月11日，檢自：https://www.bnext.com.tw/article/62073/vtuber-trend-hololive?fbclid=IwAR3tRnoldWkfkH1qL7i3xee9ZmgwBNXsMiAH9YfxMxNh4al_czN9qsZMpdM 陳君毅，iKala發布2021四大網紅趨勢，KOC、聲音經濟崛起！預告直播導購服務回台落地，上網日期2021年03月23日，檢自：https://www.bnext.com.tw/article/61920/ikala-shoplus-q2-in-taiwan 陳建鈞，全球最會賺VTuber桐生可可宣佈畢業！母公司hololive是如何成為產業吸金大贏家？，上網日期2021年6月09日，檢自：https://www.bnext.com.tw/article/62074/hololive-vtuber-trend Dean，痞客邦賺錢的5種方法原來除了廣告還有這些，檢自：https://deanlife.blog/pixnet-making-money/#%E7%97%9E%E5%AE%A2%E9%82%A6%E8%B3%BA%E9%8C%A2%E6%96%B9%E6%B3%95 KOL Radar，全方位數據化執行您的網紅行銷專案，檢自：https://www.kolradar.com/solution KOL Radar，YouTube 頻道「斗內」與會員制度：老高、志祺七七、阿神頻道的成功變現，上網日期2020年01月15日，檢自： https://blog.kolradar.com/2020/01/15/youtube-vip/ KOL Master，全球網紅營銷&數據分析系統，檢自：https://www.kolmasters.com/ KOL Radar，(2021)。2021網紅行銷趨勢報告。 Lauren Hallanan，網紅孵化器：一股悄悄改變中國電子商務的力量，上網日期2017年9月14日，檢自：https://www.parklu.com/zh-hans/wanghong-fuhuaqi-zhongguo/ 二、英文文獻 Constine, J., Yuan, Y. SignalFire’s Creator Economy Market Map, Retrieved from https://signalfire.com/blog/creator-economy/ Kemp, S. DIGITAL 2021: THE LATEST INSIGHTS INTO THE ‘STATE OF DIGITAL’, Retrieved January 27 2021, from https://wearesocial.com/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital mediakix. 5 TOP BRANDS JOINING THE MICRO-INFLUENCER REVOLUTION, Retrieved from https://mediakix.com/blog/micro-influencers-instagram-campaign-examples/
描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 109363044
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0109363044
数据类型:	thesis
DOI:	10.6814/NCCU202100694
显示于类别:	[企業管理研究所（MBA學位學程）] 學位論文

文件中的档案:

档案	描述	大小	格式	浏览次数
304401.pdf		6451Kb	Adobe PDF2	0	检视/开启

在政大典藏中所有的数据项都受到原著作权保护.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - 回馈