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研究生:谷禹萱
研究生(外文):Gu,Yu-Xuan
論文名稱:中國大陸電視劇產品置入效果之研究 ——以小劇場形式為例
論文名稱(外文):Study on Product Placement Effect of Chinese Mainland TV Series —— Take the Small Theater as an Example
指導教授:王仕茹王仕茹引用關係
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:53
中文關鍵詞:小劇場產品置入電視劇
外文關鍵詞:small theaterproduct placementTV drama
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隨著社會進步與經濟發展,產品置入形式也在不斷的變化更新,出現了很多過
去不曾有過的產品置入形式,如:音效置入等。近年來隨著網絡時代的飛速發 展,人們觀劇習慣也有所變化。觀眾不再依賴電視劇觀看電視劇,而是更多地 傾向於使用移動端觀看電視劇。因此,很多針對於移動端的電視劇產品置入形 式應運而生,如:壓屏置入等。小劇場產品置入模式就是在此背景下誕生的。 自 2006 年小劇場雛形產生以來,小劇場置入也由最初的吐槽娛樂變為了真正意 義上的商業行銷手段。置入劇種也不再是單純的古裝劇,現代劇《春風十裡不 如你》中也出現了小劇場置入的形式。研究以 2016 年以來的 6 部含有小劇場置 入的熱門電視劇為研究樣本,實證研究發現:
1.金融理財 APP 類產品對小劇場置入產品效果作用顯著 2.長假(Holiday)對小劇場置入產品效果作用顯著 產品行銷人員可基於以上兩點結論判斷產品是否選擇小劇場置入、合適進行小 劇場置入,從而達到產品置入效果最大化。
關鍵詞:小劇場、產品置入、電視劇
With the development of society and economy, the forms of product placement are constantly changing and updating. Many new forms of product placement have appeared, such as sound placement. In recent years, with the rapid development of the Internet era, people's watching habits have also changed. Instead of relying on TV dramas, viewers tend to use mobile devices to watch TV dramas. Therefore, many TV series product placement forms aimed at mobile terminals emerge at the right moment, such as screen placement. The small theater product placement mode is born under this background. Since the embryonic form of the small theater came into being in 2006, the small theater placement has changed from the original amusement to the real commercial marketing means. Implanted drama is no longer a simple costume drama, modern drama "Spring Breeze ten Li Is not as good as you" also appeared in the form of small theater. This study takes six popular TV series with small theater placement since 2016 as research samples, and empirical research finds that:
1. Financial management APP products have a significant effect on small theater product placement 2. Holiday has a significant effect on small theater product placement
Based on the above two conclusions, product marketing personnel can judge whether the product should be placed in a small theater or not, so as to maximize the effect of product placement.
Key words: small theater, product placement, TV drama
第一章緒論 1
第一節研究動機與背景 1
第二節研究目的與範圍 2

第二章文獻探討 3
第一節產品置入 3
第二節產品置入效果的影響因素 4
第三節電視劇的產品置入 8
第四節中國大陸特色產品置入形式 11
第五節小劇場置入現狀 18

第三章研究方法 21
第一節研究架構 21
第二節內容分析法 22
第三節迴歸分析 24
第四節資料來源 25
第五節研究變數 27

第四章實證分析 31
第一節樣本描述 31
第二節迴歸模型 35

第五章結論與建議 45
第一節研究結論 45
第二節學術及實務意涵 47
第三節研究限制與後續研究建議 48

參考文獻 49
中文文獻 49
英文文獻 50
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