臺灣博碩士論文加值系統

「獨立音樂」近幾年來深深影響了台灣年輕人的生活模式，從年年破十萬人次參與的野台開唱、春天吶喊、去年已破51萬人次的海洋音樂祭，到各地逐年新起的Live Pub與藝文咖啡館，再到各個大大小小的獨立音樂廠牌與個人音樂工作室的林立，「獨立音樂」除了是一種精神與生活風格之外，更影響著一種新型態的消費行為。
不同於主流音樂，獨立音樂強調在生產製作、音樂內容與表現方式的獨立性，是一種不受到政治、商業等組織影響的音樂發行模式。基於網路傳輸技術的發展，CD銷售量已面臨銷售逐年下滑的危機，音樂產業以往以「生產導向」的模式已產生了高度的風險，因此，以滿足消費者需求為主要目的的「行銷導向」將是未來趨勢。而本研究將使用ZMET隱喻抽取術，探索獨立音樂樂迷的內心深層動機及需求，進而找出獨立音樂的品牌原型，以提供相關單位做行銷、品牌形象打造上建議。
本研究結果了解「獨立音樂」具備「天真者」、「探險家」、「智者」及「弄臣」四種品牌原型的特徵，其中四者共同的的關鍵概念就是「做自己」。故廠商在挑選或是打造樂手/樂團時，或是要進行與獨立音樂相關之活動企劃時，皆可以此四原型當作參考的基準。

In recent years, the "Indie music" has deeply influence on the lives of young people in Taiwan. There are more than 100,000 people participate Formoz Festival and Spring Scream every year. Furthermore, the audience of Hohaiyan Rock Festival were even over 51,000 last year. Indie music develops in Live Pub, Coffee Shop, Indie Record Companies and Individual Music Studios in all parts of Taiwan. "Indie music" is not only a symbolic of the spirit and the life style but also the powerful effect upon the consumer markets.
Indie music is the music distribution model not subject to political and commercial. CD sales have been declining year by year, the music industry's production-oriented model of the past have produced a high degree of risk, therefore, in order to meet consumer demand for the main purpose of the "marketing orientation" will be the future trend. Therefore this study will be used ZMET, to explore the motives and needs of fans of indie music, and to identify indie music brand archetype, and to provide the proposed of marketing and building brand image for relevant units.
The results of this study, the brand archetype of "indie music" include the characteristics of " Innocent " and "Explorer", " Sage " and " Jester ", the common notion of the four archetype is "be yourself." Therefore, for record companies, the four archetype can be a benchmark to make or pick the artists and bands, or implement the activities related to the indie music.

謝辭………………………………………………………………………………i
中文摘要………………………………………………………………………iii
英文摘要………………………………………………………………………iv
圖目錄…………………………………………………………………………vii
表目錄…………………………………………………………………………ix
第一章 緒論…………………………………………………………………1
第一節 研究背景……………………………………………………………1
第二節 研究動機…………………………………………………………12
第三節 研究目的…………………………………………………………15
第四節 研究範圍與對象…………………………………………………16
第五節 研究流程…………………………………………………………17
第二章 文獻探討……………………………………………………………18
第一節 動機與價值觀……………………………………………………18
第二節 品牌原型…………………………………………………………31
第三節 隱喻抽取技術……………………………………………………46
第三章 研究方法…………………………………………………………57
第四章 研究結果與分析……………………………………………………65
第一節 建構個人心智地圖………………………………………………65
第二節 建構共識地圖…………………………………………………123
第三節 關聯影像分析…………………………………………………139
第四節 建構品牌原型…………………………………………………181
第五章 結論與建議………………………………………………………192
第一節 研究結果與發現………………………………………………192
第二節 對獨立音樂及其相關組織的推展、行銷提出建議……………198
第三節 研究限制與與後續研究建議…………………………………203

參考文獻……………………………………………………………………205
附錄一 招募受訪者文稿…………………………………………………214
附錄二 ZMET訪談大綱……………………………………………………215

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