臺灣博碩士論文加值系統

台灣流行歌手明星商品產業探討

Licensed Celebrity merchandising is a business with very few competitors in Taiwan and the entire Greater China area. As the number of album sales drops, music artists are exploring wider income possibilities. Utilizing artist names as brands and expanding into diverse product lines can be a profitable business if enhanced with celebrity style and creative design.
This research has collected data on current merchandising market in Taiwan, sales figures of an anonymous artist’s concert merchandises and 50 questionnaires completed by celebrity merchandise consumers. The information collected is used to construct StarBay’s start up plan and forecast future financial outcome. The sales figures of the anonymous artist are used as a reference on current market size. Results from the questionnaire reflected current consumer attitude towards merchandise in the market and possible purchasing behavior is observed and used in product development.
A successful celebrity brand focuses on developing products of quality, creative design, practicality and reflection of the celebrity’s style. The brand should also evolve with the celebrity’s career of fame in order to remain in the market for long. A Celebrity merchandising company can potentially be a profitable business in Taiwan with the current market needs and conditions.
Keywords: celebrity branding, celebrity merchandising, concert merchandises, celebrity licensing, music industry, celebrity promotion, celebrity marketing

TABLE OF CONTENTS

1 Introduction………………………………………….………………………..1
2 Executive Summary……………………………………………….………….2
2.1 The Company…………………………………..………………………..2
2.2 Objectives…………………………………..………………..…………..2
2.3 Mission Statement…………………………………..………..…………..3
2.4 Start-up Summary……………………………..………….……………...3
3 Company Summary……………………………………………………….…..5
3.1 History and Background………………………………..………….…….5
3.2 Name and Slogan…………………………………….……………….....6
3.3 Location…………………………………………………..…………..….6
4 Product Offering…………………………………………………………..…..7
4.1 Business Process……………………………………..………………..…7
4.2 Reponses from Concert Merchandise Consumers………..……….……..8
4.3 Product Listing………………………………………………………...…9
4.4 Future Products………………………………………………………….11
5 Market Analysis………………………………………………….………...…13
5.1 Overall Industry………………………………………………..………..13
5.2 Celebrities (Artist)…………………………………………..……….….18
5.3 Concerts………………………...……………………………...………..19
5.4 Consumers……………………………………………………………....20
5.5 Merchandising Contracts………………………………...……………...20
5.6 Product Trends…………………………………………………………..21
5.7 Main Competitors………………………………………...….………….23
5.8 Potential Risks……………………………………...………….………..25
6 Strategy and Implementation Summary……………………………..……….26
6.1 Competitive Edge………………………….………...………………….26
6.2 Entry Growth Strategy………………………………………...……......29
6.3 Sourcing………………………………………………………...………31
6.4 Pricing Strategy…………………………………..….……….………...34
6.5 Shipping and Handling…………………………….…………………...35
6.6 Marketing and Promotion Strategy....…………….....……………….....35
6.7 Sales Strategy……………………………………………….....…….....36
6.8 Web Planning……………………………………………………..….…37
7 Management Summary……………….……………………………………...38
7.1 Company Structure……………………………………………………..39
7.2 Employee Profile……………………………………………………….39
7.3 Personnel Wages Planning………………..……………………....…….40
8 Financial Analysis……………………………………………...…………….41
8.1 Financial Highlights……………………………....………………….…44
8.2 Break-even Analysis…………………………………...…….………....44
8.3 Profit and Loss Forecast…………………………….……………….....45
8.4 Cash Flow Forecast………………………………....................……....47
9 Conclusion…………………………………………………………………...51
10 Reference…………………………………………………………………….52
10.1 Journals…………………………………………………………....…...52
10.2 Newspaper article…………………………………………….…….…..53
10.3 Reports………………………………………………...………….…….53
10.4 Books……………………………………………………………..…….53
10.5 Thesis……………………………………………………………....…...53
10.6 WWW articles…………………………………………………….…….53
10.7 Websites………………………………………………...............……...54

























Appendixes
Appendix 1
Results of surveys to 50 consumers of concert merchandises
Appendix 2
Product Pictures
Appendix 3
Top 20 Best selling albums in Taiwan in 2006 and 2007























List of Tables and Figures
Table 1: Star-up Summary
Table 2: Product Descriptions
Table 3: Age of Respondents to the Questionnaire
Table 4: Individual Product Costs
Table 5: Individual Product Retail Price
Table 6: Post Office Shipping and Handling Fees
Table 7: Website Set Up Expense Details
Table 8: Employee Profile
Table 9: Personnel Wages Planning
Table 10: Product Pricing/ Cost Information
Table 11: Assumed Number of Artist Licensing Rights to be Obtained By StarBay
Table 12: Five Year Forecast Unit Sales
Table 13: Five Year Forecast on Cost of Sales
Table 14: Five Year Forecast on Revenue
Table 15: Projected Income Statement
Table 16: Cash Flow Statement

Figure 1: StarBay’s Business Process
Figure 2: Merchandises Purchased the Most by Consumers.
Figure 3: Future Product Development
Figure 4: Music Industry Profile
Figure 5: Six Degrees of Celebrity Association to Brands
Figure 6: Actual Merchandise Sales of Anonymous Artist in a Taipei Concert in Nov 2007.
Figure 7: Strategic Positioning
Figure 8: Consumer Perceived Merchandise Quality
Figure 9: Points consumers wish to see being improved or changed in the merchandises they have purchased
Figure 10: Business Process Schedule
Figure 11: StarBay Company Structure
Figure 12: Forecasted Financial Highlights
Figure 13: Net Cash Flow vs. Cash Balance

X. Reference

Journals
1. Bury, M. (2006) A Cause Celeb As: Celebrity Licensed Products Boon, Consumers Demand More Authenticity. WWD. 191(120), June 7, pp. 12.
2. Chan, K. & Zhang, C. (2007) Living in a celebrity-mediated social world: the Chinese experience. Young Consumers, 8, Nov 2, pp.139-152.
3. Erdogan, B. Z, & Baker, M. J. & Tagg, S. (2001) Selecting Celebrity Endorsers: The Practitioner’s Perspective. Journal of Advertising Research, 41(3), May/June. pp 39-48.
4. Green, H. (2005) Why Oprah Opens Readers’ Wallets. Business Week, (3954), Oct 10, pp. 46.
5. Hung S. (2006) Play in fashion: bridging China to the west with a look at Taiwan fashion branding. Journal of Fashion Marketing and Management, 10, Nov 4. Pp 479-490.
6. Kubacki, K. & Croft, R. (2006) Artists’ attitudes to marketing: a cross-cultural perspective. International Journal of Nonprofit and Voluntary Sector Marketing, 11(4), Nov. pp 335-345.
7. Lair, D.J., Sullivan, K. & Cheney, G.(2005) Marketization and the Recasting of the Professional Self – The Rhetoric and Ethics of Personal Branding. Management Communication Quarterly, 18(3) Feb. pp 307-343.
8. McCracken, G.(1989) Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
9. Monari, G-L. (2006) High-profile promotion still favored. Med Ad News, 25(7). Jul. pp 1, 3.
10. Papagiannidis, S. & Berry, J. (2007) What Has Been Learned from Emergent Music Business Models? International Journal of E-Business Research, 3(3), Jul/Sep. pp 25-39.
11. Pringle, H. (2005) How marketers can use celebrities to sell more effectively. Journal of Consumer Behavior, 4(3), pp. 201-214.
12. Roll, M. (2006) New paradigm for the Asian boardroom – brand equity. Journal of Business Strategy, 27, Nov 6, pp. 41-45.
13. Seckler, V. (2006) How Hot Is Celebrity Fever?. WWD, 192(120), Dec 8, pp. 14.
14. Schroeder, J.E. (2005) The Artist and the Band. European Journal of Marketing, 39(11/12) pp. 1291-1305, 1392.
15. Steenbergen, S. (2005) Make Branding Work For You. Upholstery Manufacturing, 18(11), pp. 28.
16. Truman, R. (2007) Brands that are law unto themselves. B&T Weekly, Feb 19, pp. 20.
17. Trout, R. (2000) Licensed to Sell. B to B, 85(6) May 22. Pp 32.
18. Weathered L. (2000) Trade Marking Celebrity Image: The Impact of Distinctiveness and use as a Trade Mark. Bond Law Review, 12(2). Pp 161-184.
Newspaper
1. Agins, T. (2005) ‘New Reality: With Her Own Line, Pop Star Rides Rise In Celebrity Fashion; Upstaging Upscale Designers, Jessica Simpson Prepares For Big Launch in Stores; Nixing a ‘Cheesy’ Touch’ Wall Street Journal , June 9, p. A.1.
Report
1. Lee, R. (2007) Recent Development of Taiwan Music Market. IFPI.

Book
1. Pringle, H. (2005) Celebrity Sells (3rd Edition). Chichester, UK: John Wiley & Sons Ltd.

Thesis
1. 沈怡蓉，「台灣流行音樂市場之整合興消傳播策略研究」，台北，民國94年1月‧
2. 黃宏銘，「整合行銷傳播在唱片產業之應用研究」，台北，民國93年7月‧
3. 張容瑛、周志龍，「台灣流行音樂產業網絡群聚與創作氛圍」，台北，民國92年‧

WWW Article
1. De Mesa A. (2004) Sell-ebrity Products Get Star Treatment. Brandchannel.com. Retrieved May 22, 2008 from http://www.brandchannel.com/features_effect.asp?pf_id=203
2. Grannell C. & Jayawardena R. (2004) Celebrity Branding: Not as Glamorous as It Looks. Brandchannel.com. Retrieved April 20, 2008, from http://www.brandchannel.com/brand_speak.asp?bs_id=76
3. Hofstrand, D. (2007) Setting Your Price. Bnet.com. Retrieved May 12, 2008, from
http://www.extension.iastate.edu/AgDM/wholefarm/pdf/c5-17.pdf
4. Olsen E. (2002). Slaves of Celebrity. www.salon.com. Retrieved April 26, 2008, from http://dir.salon.com/story/ent/feature/2002/09/18/idol_contract/
5. Towle, A. P. (2003). Celebrity Branding. Hollywood Reporter. Retrieved April 18, 2007, from http://www.hollywoodreporter.com/thr/television/feature_display.jsp?vnu_content_id=2030984
6. Wikipeida - http://en.wikipedia.org/wiki/Celebrity_branding
7. 林正文(2008). 王建民周邊商品 還會再漲嗎？全球華文行銷知識庫. Retrieved April 20, 2008,from http://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMContentNoID=49489&MMMediaType=SmartMG
8. 潘玫均(2001). 本尊紅不讓 分身賣未煞 明星周邊商品 FANS 超級捧場. 自由時報. Retrieved April 19, 2007, from http://www.libertytimes.com.tw/2001/new/sep/11/life/fashion-1.htm

WEBSITES
1. www.paid.com
2. www.fanfire.com
3. www.musictoday.com
4. www.ilovesuperstar.com
5. www.merchandise.com.tw
6. www.bplans.com
7. www.bnet.com
8. www.ifpi.com.tw
9. www.sonybmg.com.tw
10. http://triumvir3.com/
11. www.beanstalk.com
12. http://2k3dmz2.moea.gov.tw/GNWEB/default.aspx (Department of Statistics, Ministry of Economic Affairs)
13. http://www.hitrust.com.tw/hitrustexe/frontend/default_tw.asp HI-TRUST網際威信
14. www.brandchannel.com
15. www.investopedia.com
16. www.wikipedia.com
17. www.trendwatching.com
18. www.warnermusic.com.tw
19. www.umusic.com.tw
20. www.gogorock.com
21. www.seedmusic.com.tw
22. www.forward.com.tw
23. www.emimusic.com.tw
24. www.avex.com.tw
25. www.linfair.com.tw
26. www.him.com.tw