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Title:	藝人創建品牌行銷策略探討之個案分析 A Case Study on the Marketing Strategy of Artist’s Brand
Authors:	韓沂紋 HAN, I-WEN
Contributors:	邱奕嘉 Chiu, Y.C 韓沂紋 HAN,I-WEN
Keywords:	自媒體行銷美妝產業自創品牌品牌價值行銷策略 Self-media marketing Beauty industry Own brand Brand value Marketing strategy
Date:	2022
Issue Date:	2022-03-01 17:05:16 (UTC+8)
Abstract:	這幾年越來越多藝人及網紅自創品牌，例如周杰倫、賈靜雯、蕭敬騰..等。這些藝人除了夾帶明星光環外有著代言優勢外，更重要這幾年Facebook、Instagram、YouTube社群媒體活躍及藝人在自己社群媒體積極經營並具備一定社群聲量，使自己自創的品牌可以透過自己的社群媒體有“發聲及曝光“的管道。使藝人除了本身的知名度外還有自媒體能力，創造品牌的價值。本個案以明星Ａ自創的保養品牌公司的成長歷程、產品定位及行銷策略來分析藝人如何透過自身的價值，直接轉換至品牌上，並透過自創品牌來達到品牌價值及藝人本身知名度的延續。 In recent years, more and more artists and internet celebrities have created their own brands, such as Jay Chou, Alyssa Chia, Xiao Jingteng, etc. These artists have the advantage of endorsement. More importantly, Facebook, Instagram, and YouTube have been active in social media in recent years, and the artists have been actively operating in their own social media and have the high social voice, so that their own brands can be through their own social media to acquire lots of users and exposure. This case analyzes the growth process, product positioning and marketing strategy of Star A`s brand and to know how artists can directly transfer their own value to the brand, and achieve brand value and the continuation of the artist`s own popularity through their own- brand.
Reference:	I.2020上半年防疫台灣美妝保養蒸發七百萬消費人次（2020年10月09號)。Research Portal 凱度。 https://www.kantarworldpanel.com/tw/news/20200910Beuuty II.2021上半年美妝產業趨勢-上篇（2021年07月30日）。Research Portal CMTI美妝行銷總研。 https://cmri.itrue.com.tw/2021/07/30/2021firsthalfyear/ III.2021上半年美妝產業趨勢-下篇（2021年07月30日）。 Research Portal CMTI美妝行銷總研。 https://cmri.itrue.com.tw/2021/07/30/2021firsthalfyear2/ IV.DR.WU品牌故事。Research Portal DR.WU官網。 https://www.drwu.com/pages/about-brand V.利眾公關顧問集團、意藍資訊股份有限公司 (2021年06月22日)。 Facebook社群媒體的4大趨勢 — 2020年社群媒體影響力分析報告。Research Portal 行銷。 https://www.marketersgo.com/marketing-trend/202106/media-report/ VI.羅詩城(2011年04月19日)。「三台」掀起保養品大戰。Research Portal天下雜誌292期。https://www.cw.com.tw/article/5011496 VII.顏和正(2018年08月16日)。MIT畢業生不捧金飯碗改捧綠飯碗薪水更低更開心。Research Portal CSR@天下。https://csr.cw.com.tw/article/4048
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 109932434
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109932434
Data Type:	thesis
DOI:	10.6814/NCCU202200149
Appears in Collections:	[Executive Master of Business Administration] Theses

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