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研究生:陳昱先
研究生(外文):Yu-Hsien Chen
論文名稱:暮光之城的行銷策略
論文名稱(外文):The Marketing Strategies of Twilight
指導教授:江炯聰江炯聰引用關係
指導教授(外文):J. T. Chiang
口試委員:承立平簡怡雯魏資文
口試日期:2013-07-23
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:126
中文關鍵詞:暮光之城吸血鬼狼人社群媒體行銷口碑行銷青少年行銷
外文關鍵詞:Twilightvampireswerewolvesparanormal romancesocial mediaStephenie Meyeryoung adult
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本論文以個案形式研究暮光之城系列的行銷策略,探討暮光之城系列是如何從一本愛情小說演變成一個家喻戶曉、跨國界、跨行業的品牌及多角化經營企業。
目前學術界已有許多文學及心理學學者針對暮光之城的故事內容撰寫的相關學術分析文章,不過管理學界鮮少看到與暮光之城的行銷手法相關的文獻,且這些文獻大多也都只單純針對暮光之城書或是電影的部分進行討論,而並非以暮光之城的企業整體進行分析。
本論文首先簡單介紹作者以及暮光之城的故事劇情,接著回顧歷年的吸血鬼及狼人相關文學作品,藉此分析吸血鬼及狼人在文學的形象如何改變,並以暮光之城的故事內容為例探討吸血鬼文學帶給讀者(消費者)的意義。
最後,本文將會從四個不同區塊(作者、書籍、電影、演員)進一步探討暮光之城所使用的行銷策略和各個社群媒體在行銷上的運用以及書迷和影迷所進行的「口碑行銷」(word of mouth marketing)。


The Twilight series by Stephenie Meyer is arguably one of the biggest marketing successes in the publishing industry from the mid to late 2000s, growing from a single book to an entire franchise spanning multiple industries worldwide.
There are numerous academic works in the psychology and literature fields that discuss the appeal of Twilight, but there are comparatively few academic works that specifically examine the marketing strategies of Twilight, and, at the time of this writing (2013), none that examine the marketing strategies of the entire Twilight franchise as a whole.
This thesis uses a case study format to discuss the appeal of Twilight on a marketing level. A study is first made of the history of vampire and werewolf literature and the psychological attractiveness of the books, and then the marketing strategies of the Twilight franchise are discussed from four aspects: the author, books, the films, and the actors playing the characters. Especial emphasis is laid on social media usage and word of mouth marketing.


口試委員審定書 i
Acknowledgements ii
摘要 iii
Abstract iv
Contents of Figures viii
Contents of Tables ix
Chapter 1. Introduction 1
1.1 Research Background 1
1.2 Research Goal 2
1.3 Research Design and Research Questions 2
1.4 Thesis Structure 3
Chapter 2. Brief Overview of Twilight 6
2.1 Stephenie Meyer 6
2.1.1 Inspiration for Twilight 6
2.1.2 Personal Life 7
2.2 The Twilight Series 8
2.2.1 Twilight 8
2.2.2 New Moon 10
2.2.3 Eclipse 12
2.2.4 Breaking Dawn 13
Chapter 3. Literature Review 15
3.1 An Overview of Vampires 15
3.2 Vampire Literature 18
3.2.1 The Birth of the Vampire 18
3.2.2 Dracula 20
3.2.3 Interview with the Vampire 22
3.3 The Evolution of Vampires 25
3.3.1 Early Vampires 25
3.3.2 Vampires in the Horror Genre 26
3.3.3 Vampires in the 20th Century 27
3.3.4 Vampires in the 21st Century 27
3.3.5 Vampires for Younger Readers 28
3.4 Werewolves 29
3.4.1 The Wolf Man 30
3.4.2 Werewolves and Vampires 31
3.4.3 The Psychological Werewolf 32
3.4.4 The Science Fiction Werewolf 33
3.5 The Appeal of Vampires: The Root of Twilight’s Popularity 34
3.5.1 The Appeal of Vampires in General 35
3.5.1.1 Immortality 35
3.5.1.2 Forever Young 37
3.5.1.3 Superhuman Powers 38
3.5.2 The Perfect Family 39
3.5.3 The Perfect Romance 41
3.5.3.1 The Byronic Hero: Edward, The Perfect Boyfriend 42
3.5.3.2 The Element of Danger and Difference: Women Love the Bad Boys 44
3.5.3.3 The Gothic Heroine: Damsels in Distress 47
3.5.3.4 The Happy Ending: Happily Ever After 48
3.5.3.5 Feeling Special: Not Just An Ordinary Girl 51
3.5.4 Breaking the Rules 52
Chapter 4. Marketing Elements 54
4.1 The Author: Rags to Riches 55
4.1.1 Author Website 56
4.1.2 Active Connection with Fans 58
4.1.2.1 Twilight Lexicon 59
4.1.2.2 I Love Edward Parties 60
4.1.2.3 Eclipse Prom 61
4.1.3 Superstar Status and Loss of the Personal Touch 61
4.1.4 What is an Author Website Worth? 64
4.2 The Books: Twilight to Breaking Dawn 66
4.2.1 Twilight 67
4.2.2 New Moon 68
4.2.3 Eclipse 70
4.2.4 Breaking Dawn 71
4.2.5 The Short Second Life of Bree Tanner 73
4.2.6 Marketing the Books 74
4.3 The Films: The Twilight Saga 75
4.3.1 Twilight 76
4.3.2 The Twilight Saga: New Moon 80
4.3.3 The Twilight Saga: Eclipse 83
4.3.4 The Twilight Saga: Breaking Dawn 85
4.3.5 How Big Are the Twilight Films? 88
4.4 The Actors 91
4.4.1 The Main Cast 91
4.4.2 The Creation of Teen Idols 92
4.5 Fan Reaction 94
4.5.1 Twilight Fans 96
4.5.2 Twilight Tourism 99
4.5.3 The Anti-Twilight Fandom 100
4.5.4 The Fans 102
Chapter 5. Marketing Campaigns 105
5.1 Team Edward and Team Jacob 106
5.2 Social Media Usage 107
Chapter 6. Summary and Future Research 110
References 114
Appendix 1. Marketing Events of the Author, Books, Films, and Actors 124

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