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研究生:魏綺慧
研究生(外文):Chi-HuiWei
論文名稱:自品牌化娛樂剖析虛擬彩蛋之行銷策略與應用
論文名稱(外文):Marketing Strategies and Applications of Virtual Easter Eggs in Terms of the Branded Entertainment
指導教授:林蕙玟林蕙玟引用關係
指導教授(外文):Hui-Wen Lin
學位類別:博士
校院名稱:國立成功大學
系所名稱:創意產業設計研究所
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:204
中文關鍵詞:虛擬彩蛋模式品牌品牌化娛樂行銷策略決策
外文關鍵詞:visual Easter eggs modesbrandingbranded entertainmentmarketing strategiesdecision-making
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本研究旨在自品牌化娛樂切入剖析虛擬彩蛋的行銷策略與應用。首先,藉由強調置入性行銷的獨特之處及品牌化娛樂日漸崛起的行銷魅力,來揭露視覺彩蛋背後的娛樂行銷養分。接著,釐清虛擬彩蛋的發展背景,並脈絡化整合虛擬彩蛋的起源、虛擬彩蛋的歷史發展,以及閱聽者對於虛擬彩蛋的正面觀感。再者,分析今昔虛擬彩蛋的本質轉化,歸納出當今虛擬彩蛋的四種轉化面向:創作者身份日漸多元、公司立場轉為支持、隱藏訊息涵蓋品牌化娛樂內容以及提升閱聽者的參與度,評估近期用於台灣與英國藝術展覽當中的視覺彩蛋應用手法,歸納總結出具應用潛力的理想視覺彩蛋品牌化娛樂模型。最後,以理想彩蛋品牌化娛樂模型切入,以類情境問卷數據結果分析常設展、特展及跨領域展覽的觀展者對於展覽彩蛋的偏好、觀點及感受,再聚攏出具有相同首要參與考量因素的七種觀展族群,包含彩蛋內容、展覽主題、時間、入場費、耐心、獎勵與朋友邀約等因素,並呈現參與考量因素之間的消長關係,最後歸納出娛樂挑戰者、精神獎勵追求者及展覽主題忠實粉絲等三大觀展族群,對於展覽彩蛋應用的喜好類型與族群性格特徵,進而為展覽場域品牌、展覽品牌、國際品牌及台灣在地品牌提出彩蛋活動設計策略之建議。本研究希冀藉由脈絡化分析虛擬彩蛋精神與應用、建立理想品牌化娛樂行銷模型,以及展覽觀眾對於展覽彩蛋應用的特殊喜好與觀點,提供多元領域的行銷或設計工作者以及學術研究者作為其日後參閱、研究、評估及執行的發想與參考。
The research of study aims at the marketing strategies and applications of the virtual Easter eggs from the standpoint of the branded entertainment theory. The research firstly explores the marketing nutrition for the visual Easter eggs from the studies of the placement marketing and the branded entertainment, secondly clarifies the background and development of the virtual Easter eggs, thirdly analyzes the essence transformations of the virtual Easter eggs from time to time, fourthly reveals the modern market flourish of the visual Easter eggs and fifthly proposes the ideal branded entertainment mode for the applications of the visual Easter eggs and that of the exhibition Easter eggs. Hence, through the questionnaire surveys, the research manifests the perspectives and preferences of the seven visitor groups with distinct prior consideration factors for the participations in the exhibition Eater eggs activities, including the message contents of the exhibition Easter eggs, exhibition themes, time cost, exhibition fee, patience, rewards and friend invitation, and thence categorize the three predominant visitor groups: thrifty challengers for entertainments, the spiritual bonus lovers and the loyal fans of the exhibition themes. Eventually, the research provides the recommended branding strategies for the four major types of the brands to design the suitable exhibition Easter eggs for their visitor groups: the brands of the venue providers, the exhibition brands, the international brands and the Taiwanese local brands, The value of the research is to provide the contextualized analysis and application mode of the virtual Easter eggs entertainment for the markers, designers and researchers from diversified fields to consult, evaluate and implement as the inspiring reference in the future.
Table of Contents
中文摘要............i
Abstract.............ii
Acknowledgementss.......... iii
Table of Contents.......... iv
List of Tables ............vii
List of Figures..........ix

Chapter One Introduction
1.1 Research Motivation......... 01
1.2 Research Objectives.......... 03
1.3 Research Questions.........05
1.4 Research Methodology ....... ....06
1.5 Research Methods and Procedure........08

Chapter Two Entertainment Marketing Nutrition for the Visual Easter Eggs
2.1 Specialties of Placement Marketing.......12
2.2 Raising Marketing Force of the Branded Entertainment......24

Chapter Three Clarification and Background of the Virtual Easter Eggs
3.1 Origin of the Virtual Easter Eggs........ 31
3.2 Historical Development of the Virtual Easter Eggs..... 34
3.3 Positive Perception of Receivers Toward the Virtual Easter Eggs....38
Chapter Four Essence Transformations of the Virtual Easter Eggs
4.1 Diversified Identities of the Creators........42
4.2 Supportive Standpoints of the Companies.........44
4.3 Branded Contents of the Conveyed Messages..,,......47
4.4 Enhancement of the Audience Engagement..,.....49

Chapter Five Market Analysis of Modern Flourish of Visual Easter Eggs
5.1 Visual Industries Made of Surprises.......53
5.2 Successful Sensation of Movie Easter Eggs....... 56
5.3 New Trend of TV Series Easter Eggs.......59

Chapter Six Potential Branded Entertainment Applications of Visual Easter Eggs
6.1 From Intangible to Tangible: Visual Easter Eggs Entertainment for Exhibition Marketing............62
6.2 Evaluation on the Applications of Visual Easter Eggs for Exhibition Marketing..68
6.3 Potential Branded Entertainment Mode of Visual Easter Eggs.....85

Chapter Seven Methodology and Examination of the Ideal Branded Entertainment Mode of the Exhibition Easter Eggs
7.1 Methodology of the Establishment Process of the Ideal Branded Entertainment Mode of the Exhibition Easter Eggs..........106
7.2 Unexplored Aspect of the Perspectives of the General Exhibition Visitors toward the Exhibition Easter Eggs in the Ideal Branded Entertainment Mode of the Exhibition Easter Eggs...........114

Chapter Eight Questionnaire Survey on the Perspectives of the Exhibition Visitors toward the Exhibition Easter Eggs Applications
8.1 Purposes of Survey..........114
8.2 Methods of Survey, Pilot Studies and Modeling of the Questionnaires...114
8.3 Questionnaire Survey for the General Exhibition Visitors in the Special Exhibition, the Permanent Exhibition and the Cross-field Exhibition ......121
8.4 Research Findings...........131
8.5 Analysis and Conclusions of the Research Survey ..... 147

Chapter Nine Conclusion.........177
9.1 Conclusion of the Research..........177
9.2 Branding Strategies for the Distinct Types of the Brands....179
9.3 Engagements of the Exhibition Visitors toward the Exhibition Easter Eggs Activities...........184

References ...........187
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