| Abstract: | 本研究旨在深入探究KOL線上行銷策略中，影片內容與品牌形象間的相互關聯。KOL(Key Opinion Leader)泛指於特定領域內具有顯著影響力的人物，藉由其推廣活動能夠有效地提升品牌的知名度與形象。一、首先，本研究介紹了KOL/KOC產業的定義、特質以及發展趨勢。進一步分析了KOL與KOC在內容創作、信息傳播以及受眾群體上的差異。同時，深入探討了KOL/KOC的行銷模式、常見的行銷策略、消費者的期望與購買決策過程、KOL產業的結構、品牌與網路紅人之間的互動關係，以及消費者的購物傾向。二、其次，本研究採用多維度的方法收集問卷資料，進行報告和敘述性分析。通過調查，我們能夠統計出參與者的性別分佈、學生群體占比、年齡分佈(以21至30歲為主)以及月收入(以10000元以下居多)。三、通過本研究的結果，我們發現網紅的知名度在粉絲進行購買決策時起著至關重要的作用，而網紅的信譽亦直接影響到品牌的形象。例如，消費者對於品牌的形象、可靠性、吸引力和專業性有著多樣化的看法，而這些因素都會直接影響消費者的購買行為。綜上所述，KOL行銷在當今市場上佔有舉足輕重的地位，其影片內容與品牌形象之間的關係對於消費者的購買決策具有深遠的影響。因此，品牌和企業應謹慎選擇與合作的KOL，以確保其形象與信譽與品牌的核心價值相符。
The title of this practical project is "The Relationship between Video Content and Brand Image in KOL (Key Opinion Leader) Network Marketing." KOL refers to individuals who have influence in a specific field and can effectively increase brand awareness and image through their promotion.First, introduces the definition, characteristics, and development trends of the KOL/KOC industry, and analyzes their differences in content, communication, and audience. It also explores the marketing models, common marketing steps, consumer expectations and decision-making, KOL industry structure, the relationship between brands and influencers, and consumer shopping tendencies of KOL/KOC.Second, Using different dimensions to collect questionnaire data for reporting and descriptive analysis, it can be statistically determined from the survey that the respondents have an average gender distribution, the highest proportion of students, the highest age range being 21-30 years old, and the highest proportion of monthly income below 10,000 NTD.Third, through research, it has been found that the fame of influencers is relatively important for fans when making purchasing decisions, and the reputation of influencers can also affect the image of the brand. For example, consumers have different opinions on brand image, reliability, attractiveness, and professionalism, which have a direct impact on consumers. |
