後疫情時代直播演唱會之行銷策略研究

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题名:	後疫情時代直播演唱會之行銷策略研究 Research on the Marketing Strategy of Live Stream Concert in the Post-pandemic Era
作者:	姚國強 Yao, Kuo-Chiang
贡献者:	經營管理學系
关键词:	直播演唱會;行銷策略;SWOT;STP;4Ps;迷 live stream concer;marketing strategy;SWOT;STP;4Ps;fan
日期:	2021-05-03
上传时间:	2022-10-31 05:37:09 (UTC+0)
出版者:	亞洲大學
摘要:	當宅經濟主宰全球經濟市場，加上2020年COVID-19的疫情襲擊，直播成為商業行為中的新顯學。爬梳相關文獻，著墨於疫情前後之演唱會演變之相關論文甚少，而流行音樂之演唱會如何延續音樂產業生命也唯有透過線上直播演唱會的方式。隨著科技日新月異，VR虛擬實境、5G行動網路等的發展，讓直播演唱會提供更接近臨場感的效果，提供未能親臨現場的「浸潤式體驗」，利用品牌行銷及閱聽者對「粉絲經濟」中「迷」效應，如何在宅經濟當道的現況透過「社群行銷」開創品牌市場，本研究將透過實務經驗及深度訪談切入核心，希望找出直播演唱會的價值與經營模式。本研究以質性研究探討線上直播演唱會之商業行為，透過SWOT分析及STP、4Ps行銷策略二個方向進行梳理，再透過訪談直播演唱會相關業者及從業人員，就經營專業方向提出看法後進行結論分析，以探索直播演唱會過去及未來。期能發揮效益，創造消費者與商業方雙贏的新演唱會時代 As the Stay-at-home economy has dominated the market economy of the world and the impact of COVID-19 during 2020, live stream has become a new explicit of commercial activity. Browsing through those related documents, barely have focused on the concerts’changes before and after the COVID-19. The only way for concerts of modern music to survive is to perform through online streaming. As technology changes so rapidly nowadays, ex: virtual reality, 5G mobile network, etc., has created a feeling which is much similar to attending the concert by themselves, AKA Immersive experience for those who do not actually attend the concert, by using brand marketing and the “fan” effect of “fan economy” among the audience and how to create brand market during this Stay-at-home economy epoch. This research would use practical experience and interviews, hoping to find out the value and the business model of live stream concert.This research uses qualitative research to discuss the commercial activity of live stream concert. Through two different ways of organizing：SWOT analysis and STP, 4Ps marketing strategy, and then using the interview with related industry of live stream concert and practitioners. According to their viewpoint of professional management direction thus concluding and observe the past and the future of live stream concert. Wishing this research could do its best and create an era of neo-concert a win-win situation for both the audience and the business sides.
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