跳到主要內容

臺灣博碩士論文加值系統

(44.200.169.3) 您好!臺灣時間:2022/12/04 09:12
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:戴利玲
研究生(外文):Li-Ling Tai
論文名稱:華人偶像團體品牌行銷之研究─ 以五月天為例
論文名稱(外文):The Study of Brand Marketing on a Chinese Idol Group : Taking “Mayday” as an Example
指導教授:許碧芳許碧芳引用關係
指導教授(外文):Pi-Fang Hsu
學位類別:碩士
校院名稱:世新大學
系所名稱:傳播管理學研究所(含碩專班)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:114
中文關鍵詞:品牌行銷五月天SWOT分析
外文關鍵詞:Brand MarketingMaydaySWOT
相關次數:
  • 被引用被引用:1
  • 點閱點閱:965
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
品牌行銷乃是商業競爭的主要模式之一,同時也是企業用以保持競爭優勢的重要行銷理念;本論文以五月天樂團為例,探討華人偶像品牌之行銷方式與策略。
研究發現,五月天樂團在品牌行銷市場上具有相對優勢與機會,但也存在著些許劣勢與威脅;品牌行銷優勢包括該樂團平易近人的親和力與工作態度及其歌曲意境與社會融合並能與大眾產生共鳴,劣勢則包括該樂團過度商業化包裝而與本身音樂性質脫離且演唱方式缺乏創新,也因此造成部分消費者的反彈以及支持者流失之威脅,但可透過音樂數位科技或者重回街頭歌唱原點之逆向操作來增加品牌行銷機會。
經由案例實證研究,本論文建議品牌所能持續保有之核心競爭力,應將焦點擺在文化與精神層次的競爭,而其屹立品牌定位與價值的關鍵並非依靠產品的質或量,應當是憑藉品牌文化的影響力量,尤其在滿足消費者的心理需求方面更為重要。
As a main type of business competition, brand marketing is an important marking idea to maintain core competitive advantage. Taking the band “Mayday” as an example, this paper has deeply studied marketing strategy of Chinese idol group.
we found that there are not only strengths and opportunities in the brand marketing strategy of “Mayday”, but weaknesses and treats as well. The strengths include their positive working attitude on one hand, and it’s affinity towards public due to their popular lyrics on the other. Well the main weakness is that since the band is packaged excessively, and lacking of innovative performance style, a light devotee drain begin to show up. But this problem could be solved by digital music technology and street performance mode.
According to this study, in aspect of the maintaining of core competitive power, enterprises should focus on the competition on the spirit and culture level. The promotion of brand value should not lie on products’ quality or quantity, but the influence of brand culture and the satisfaction of consumers’ psychological need.
中文摘要 I
Abstract II
誌 謝 III
目 錄 IV
第一章 緒論 1
1.1 研究背景與研究動機 1
1.2 研究問題與研究目的 3
1.3 研究流程與章節安排 4
第二章 文獻探討 6
2.1 品牌形象與品牌文化 6
2.2 品牌定位與品牌行銷 9
2.3 相關研究議題探討 13
第三章 研究方法與個案介紹 16
3.1 研究方法 16
3.2 個案介紹 20
第四章 研究結果 29
4.1 五月天品牌行銷優勢分析 29
4.2 五月天品牌行銷劣勢分析 35
4.3 五月天品牌行銷機會分析 40
4.4 五月天品牌行銷威脅分析 45
第五章 結論與建議 47
5.1 研究結論 47
5.2 研究建議 51
參考文獻 53
附錄1 五月天樂團音樂作品介紹 57
附錄2 深度訪談逐字稿 60
附錄3 五月天樂團對本研究議題之看法 104
中文部分
1.王新新、王李美玲,2010,《基於品牌文化視角之品牌行銷策略探討-以蘋果公司APPLE INC.為例》,《中小企業發展季刊》,第18期,頁159-182。

2.王福闓、羅文陽、徐美琳、陳泱宇、邱雨柔、張婷媛、劉彥宏,2011,「整合行銷傳播個案探討-以燕麥為例」,發表於第四屆二十一世紀的廣告行銷策略與創意設計發展研討會,臺北:文化大學。
3.朱立,2005,《品牌文化戰略研究》,經濟科學出版社。
4.宋兆霖譯,Dickens, C.著,2007,《雙城記》,天下智慧。
5.陳向明,2009,《社會科學質的研究》,五南。
6.許安琪,2001,《整合行銷傳播引論:全球化與在地化行銷大趨勢》,學富。
7.陳文賓,2003,品牌定位與建立品牌權益行銷策略探討-以自行車台商於中國市場為例,國立臺北大學企業管理學系碩士論文。
8.陳澤義、葉香麟,2007,《品牌形象、品牌關係與知覺品質關係之研究—以美白化妝品品牌為例》,《東吳經紀商學學報》,第58期,頁1-30。
9.陳繡裡譯,Scott M. Davis & Michael Dunn著,2004,《品牌行銷》,中衛出版社。

英文部分
1.Aaker, D. A. (1991), Managing Brand Equity, New York: Free Press.
2.Aaker, D. A. & K. L. Keller (1990), Consumer evaluations of brand extensions, Journal of Marketing, Jan.54:27-41.
3.Assael, H.(1987), Consumer Behavior and Marketing Action(3rd), PWS-KENT
Publishing.
4.Bernstein, D.(2003), Corporate Branding--Back to Basics. European Journal of Marketing, 37(7/8): 1133-1141.
5.Blackston, M. (1993), Beyond Brand Personality: Building Brand Relationships, in Brand Equityand Advertising: Advertising’s Role in Building Strong Brands, ed. David Aaker and Alexander Biel. Hillsdale. New Jersey: Erlbaum, pp.113-124.
6.Bowen, J. (1998), Brand Culture More than Media Message, Brandweek, New York, 39(31): 22.
7.Dodds,W. B., Monroe, K. B. and Grewal, D.(1994), Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation, Journal of Marketing Research, 28( August): 307-319.
8.Dobni, D. and Zeithaml, V. A. (1990), In Search of Brand Image: A Foundation analysis, In Advances in Consumer Research,17 :110-119.
9.Doyle, P.(1990), Building Successful Brand: The Strategic Options. Journal of Consumer Marketing, 7(2): 5-20.
10.Duncan, T. and Moriarty, S. (1997), Driving Brand Value: Using Integrated Marketing to Drive Stakeholder Relationships, Burr Ridge IL: McGraw-Hill.
11.Garretson, J. A. and Clow, K. E. (1999), The Influence of Coupon Face Value on Service Quality Expectations, Risk Perceptions and Purchase Intentions in the Dental Industry. The Journal of Services Marketing, 13(1):59-72.
12.Grewal, D., R. Krishnan, J. B., and Borin, N. (1998), The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Retailing, 74(3)331-352.
13.Keller, K. L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall.
14.Kotler, P. and Armstrong, G. (1994), Principles of Marketing, Prentice-Hall-
International, Inc.
15.Kotler, P. and Keller, K. L. (2006), Marketing Management (12th Edition), Hardcover.
16.Kunde, J. (2002), Corporate Religion, Prentice Hall.
17.Monroe, K. B. and Krishnan, R. (1985), The Effect of Price on Subjective Product Evaluations. Perceived Quality, edited by J. Jacoby and J. Olson, MA: Lexington Books, pp.209-232.
18.Park, C. W., Joworski, B. J. and MachInnis, D. J. (1986), Strategic Brand Concept-Image Management, Journal of Marketing, 50(4):135-145.
19.Randall G. (1997), Do Your Own Market Research,1st Edition, California: Kogan Page Ltd.
20.Richardson, P. S., Dick, A. S. and Jain, A. K. (1994), “Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality. Journal of Marketing Research, 58(4): 28-36.
21.Schultz, Don E. (1993), Integrated Marketing Communications: A Competitive Weapon in Today's Marketplace, Marketing News, 13:23-40.
22.Smith, J. W. (1991), Brand Equity and the Analysis of Customer Transactions, In E. Maltz, ed., Managing Brand Equity, Report 91-110, Cambridge: Marketing Science Institute.
23.Zeithaml, V. A. (1988), Consumer perceptions of price, quality, and value: A m eans-end model and synthesis of evidence. Journal of Marketing, 52(July): 2-22.

網路資料
1.全球流行音樂金榜官方網址:
http://zh.wikipedia.org/wiki/%E4%B8%AD%E5%A4%AE%E4%BA%BA%E6%B0%91%E5%B9%BF%E6%92%AD%E7%94%B5%E5%8F%B0%E9%9F%B3%E4%B9%90%E4%B9%8B%E5%A3%B0
2.美國市場行銷學會官方網址:
https://www.ama.org/Pages/default.aspx
3.五月天與歌迷在一般生活上的互動,擷取自:
https://www.facebook.com/ashin555?fref=ts
4.五月天誠信遭質疑之新聞報導,擷取自TVBS網路新聞:
news.tvbs.com.tw/entry/562815
5.為何反五月天之網友提問,擷取自雅虎知識問答:
https://tw.knowledge.yahoo.com/question/question;_ylt=A2oKmJEmxWlV13IA9i9r1gt.;_ylu=X3oDMTEzNWlvYTczBGNvbG8Dc2czBHBvcwMzBHZ0aWQDVFdDMDgxXzEEc2VjA3Nj?qid=1515042706580
6.五月天出道前的素人照,擷取自網路:
http://fivemonthday.livejournal.com/
7.五月天從地下音樂轉向為網路音樂出發而奠定市場基礎,擷取自:
http://www.youtube.com/watch?v=csmBpO0qRPY
8.五月天親自參與公益活動,擷取自雅虎網路照片:
https://tw.images.search.yahoo.com/search/images
9.五月天參與公益活動新聞報導,擷取自TVBS網路新聞圖片:
https://tw.images.search.yahoo.com/images/view
10.五月天將社會現象溶入歌詞意境與大眾產生共鳴,擷取自:
http://twimg.edgesuite.net/images/ReNews
11.五月天將音樂與社會現象結合帶入金曲獎,擷取自:
http://e-info.org.tw/node/77978
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top