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| Title: | 以價值共創觀點探討YouTube頻道經營之策略思維
The Business Strategy on YouTube Channels: A Perspective of Value Co-Creation |
| Authors: | 鄭宇瑩
Cheng, Yu-Ying |
| Contributors: | 張瑜倩
Chang, Yu-Chien
鄭宇瑩
Cheng, Yu-Ying |
| Keywords: | 社群媒體
YouTuber
價值共創
使用者生成內容
經營策略
Social media
YouTuber
Value co-creation
UGC
Business strategy |
| Date: | 2020 |
| Issue Date: | 2020-08-03 18:36:22 (UTC+8) |
| Abstract: | YouTube為影音共享平台，網路使用者能自由地在平台中上傳並瀏覽各式影片。這種奠基於使用者生成內容發展的社群媒體，產生了獨特的參與式文化，積極的使用者會開設頻道擔任YouTuber，每一個頻道即如一個微型的企業，需要戮力經營以創造價值。
本研究以服務主導邏輯概念探討頻道的經營策略，以YouTuber（頻道經營者）及閱聽眾（頻道參與者）為研究對象，探討頻道如何透過行動者的參與、資源整合、服務交換、制度協調以及生態系統的建立，促成價值的循環。本研究為能提供廣泛適用的策略建議，因此挑選生活紀錄型、知識教學型及娛樂型三種類型共四個頻道做為研究場域，並採取網路民族誌 (netnography) 作為研究方法，除了訪談標的頻道的YouTuber與閱聽眾外，也輔以頻道內容觀察蒐集資料。
本研究發現，生命經驗、領域知識、傳播技能為YouTube頻道價值共創歷程中的重要資源，YouTuber能整合資源製播影片、回應留言、甚至進一步製作商品販售；而閱聽眾則能調和資源，收看並完整的理解影片意涵、在留言區提供心得分享、提問或延伸創意。閱聽眾獲得情感或社會價值時，將對頻道產生高度信任，並以持續收看頻道內容、積極參與互動並主動推廣，滿足YouTuber的商業營利需求。本研究根據YouTuber與閱聽眾的價值共創歷程及歷程中的挑戰，提出辨識需求、盤點資源及創造差異三項經營建議。此外，在內容創作方面，YouTuber應從具延展性的題材著手，整合資源創造頻道的獨特賣點；而經營上則可善用平台功能或借助外部資源提升經營永續性；最後，YouTuber應反覆盤點與累積資源使頻道服務與時俱進。
As an online video streaming platform, YouTube allows users to freely upload and view a variety of videos. Rooted in the form of user-generated content (UGC), YouTube has developed a unique participatory culture. Any active users can create a channel and act as YouTubers. Each channel can be viewed as a micro enterprise, and the way of its value creation is worth exploring.
This study aims to explore management strategies of YouTube channels based on the perspective of value co-creation, a concept of Service Dominant Logic (SDL), as well as to insights to be implemented on managing YouTube channels. In order to analyze value co-creation behaviors between YouTubers (channel operators) and au-diences (channel participants), netnography was employed as the research method to observe and collect qualitative data. Participant observations on YouTube Channels and in-depth interviews with YouTubers and their audiences were undertaken.
This research found out that life experiences, knowledge and communication skills are vital resources during the process of value co-creation. YouTubers and the audiences could integrate and coordinate these resources to provide and exchange services. Three management strategies were proposed. First, YouTubers should iden-tify their needs and then manage resources to create distinct features of the channel. Furthermore, YouTubers can effectively improve long-term business by using plat-form functions provided by YouTube and external resources properly. Lastly, YouTubers need to be flexible to make adjustments to services and contents along with this dynamic environment. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
107364108 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107364108 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000698 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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