行銷策略與青少年歌迷關係之研究-以文創娛樂產業公司為例

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Title:	行銷策略與青少年歌迷關係之研究-以文創娛樂產業公司為例 Marketing Strategy Research on the Management of Entertainment Company
Authors:	蘇靖淑 SU, CHING-SHU
Contributors:	經營管理學系碩士在職專班
Keywords:	偶像崇拜;經營管理;行銷策略 Idol worship;Management;Marketing strategy
Date:	2020
Issue Date:	2022-12-19 02:46:21 (UTC+0)
Publisher:	亞洲大學
Abstract:	在現今這個媒體資訊充斥的社會，每個人都有許多的機會吸收或接觸到各類影藝人員的資訊，對於崇拜的偶像會依照喜愛的程度而有所不同，所以行銷策略是否影響青少年歌迷對藝人的消費影響。本研究以娛樂有限公司為研究對象，由行銷策略為理論基礎，藉由次級資料分析法與文獻資料等方法，探討行銷策略是否影響青少年歌迷對藝人的消費，藉由創造競爭優勢: 台灣流行音樂的確已經擁有創意開發和產製經營的競爭優勢，形成一整套完整的產業價值鏈、管理意涵: 以流行音樂產業來看，若可以成立綜合行銷的訓練學院，藉由訓練可分擔前期培訓的高額成本、商業模式創新: 產品定位調整，還要考量除了音樂是否還有其它形式的內容，需具獨特性的。研究結果能助於經營管理機制的運作，並藉此提升組織績效。 Nowadays, social media information is full of people. Everyone has a lot of opportunities to get in touch with the information of various artists. The idols of worship will vary according to the degree of love, so whether the marketing strategy affects the influence of young fans on the consumption of artists.This paper studies Wenchuang Entertainment Company as the research object. It is based on the marketing strategy. Through the collection of literature materials and interviews with company representatives, it is discussed whether the marketing strategy affects the consumption of artists by young fans to help the management mechanism. Operate and thereby improve organizational performance.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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