以產品生命週期探討網紅經營策略之研究 ─以 YouTube 平台為例

簡易檢索 / 詳目顯示

回結果列表

研究生：	王侑心 Yo-Hsin Wang
論文名稱：	以產品生命週期探討網紅經營策略之研究 ─以 YouTube 平台為例 Business Strategy for Internet Celebrities in Different Product Life Cycle Stages─A Case Study of YouTube
指導教授：	欒斌 Pin Luarn
口試委員:	林鴻文 Hong-Wen Lin 陳正綱 Cheng-Kang Chen
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2020
畢業學年度：	108
語文別：	中文
論文頁數：	65
中文關鍵詞：	網路名人、網紅、產品生命週期、YouTube
外文關鍵詞：	Internet celebrity, influencer, product life cycle, YouTube
相關次數：	點閱：203 下載：32
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

因自媒體與科技的發達，越來越多人成為職業型網紅，其造成之經濟規模不容小覷。然而，有些網紅爆紅後走向衰退，有些依然存留著，本研究認為這些人一定有某些特質。因此，本研究以「產品生命週期理論」為架構，以YouTube上的網紅作為實際的探討，找尋YouTube頻道經營更迭之原因。本研究透過質化訪談法，針對「個人與平台」及「理想與實務」這四個面向，採訪業界或相關領域專家。本研究結果發現個人與平台端，以及理想與實務端之經營者，其經營手法有所異同。最終獲得網紅在不同階段的發展策略，以提供未來網紅或演藝經紀人於頻道經營之策略參考。

Due to the development of media and technology, more and more people have taken Internet celebrity as a professional. It has been resulting a large economic scale that cannot be underestimated. However, some of the internet celebrities went into a rapid downfall after being instantly famous, and some still exist. It is assumed that there must be some certain factors that lead to this situation. This research will look to Product Life Cycle of influencers to assess how YouTube channel subscribers evolve as the channel grows or declines in different stages in the life cycle.

The research was conducted using qualitative interview method. Interviewees are four industry experts in related fields. This research analyzes from four aspects of “individual and platform” and “ideal side and practical side”, understanding how people from different aspect would operate YouTube channel differently. The result has shown the similarities and differences of the four aspects as mentioned. Meanwhile, this research concludes the strategies of YouTube channel operations in different stages including introduction, growth, mature, decline or product extension.

摘要 2
ABSTRACT 3
目錄 4
表目錄 5
圖目錄 6
第一章 緒論 7
1-1 研究背景與動機 7
1-2 研究問題與目的 8
1-3 研究流程 9
第二章 文獻回顧 1​0
2-1 網紅經濟 1​0
2-2 產品生命週期 1​3
2-3 YouTuber職業化趨勢 1​7
第三章 研究方法 2​3
3-1 研究流程 2​3
3-2 訪談內容設計 2​4
3-3 訪談對象 2​5
第四章 研究結果與分析 2​6
4-1 週期各階段之策略 2​6
4-2 理想端與實務端之比較 3​3
4-3 平台與個人端之比較 3​5
第五章 結論與建議 38
5-1 研究結論 38
5-2 研究貢獻 4​1
5-3 研究限制與建議 4​2
參考文獻 4​3
附錄一:網紅產品生命週期策略─訪談逐字稿 4​8
附錄二:理想端與實務端之比較─訪談逐字稿 5​7
附錄三:平台與個人端之比較─訪談逐字稿 60
                                

中文文獻
1. 杜一凡 (2017)，「網紅淘金:打造個人魅力、粉絲行銷，讓吸睛變吸金」上奇時代。
2. 肖贊軍、康麗潔(2016)，「網紅經濟的商業模式」傳媒觀察，9，15-16。
3. 袁國寶、謝利明 (2016)，「網紅經濟:移動互聯網時代的千億紅利市場。」商周出版。
4. 張淯 (2017)，「自媒體網紅聖經:沙發上的idol • 客廳裡的IP • 宅達人攻略版。」創見文化。
5. 黃鈺茗 (2018)，「直播正夯，不可忽視的粉絲力量:小眾顧客帶來龐大獲利。」有意思。
6. 劉帥 (2020)，「讓網紅經濟紅得更久」人民論壇，9，50-51

網路資料
1. KOL Radar (2020)，「2020 網紅行銷趨勢報告書」。取自https://www.kolradar.com/reports/2020-influencer-marketing-trend
2. YouTube (2020)，「YouTube Creators 福利與創作者獎」。取自https://www.youtube.com/intl/zh-TW/creators/benefits-and-awards/
3. YouTube (2020)，「如何透過 YouTube 賺取收益」。取自https://support.google.com/youtube/answer/72857?hl=zh-Hant
4. 中央社 (2017)，「YouTuber很好賺?知名YouTuber這樣說」。取自 https://www.cna.com.tw/news/firstnews/201704265009.aspx
5. 江姿儀 (2019)，「短時間爆紅的理科太太，為何一夜之間由紅轉黑?從3個關鍵原因，看品牌行銷不能做的事」，商業週刊。取自 https://www.businessweekly.com.tw/management/blog/24885
6. 高敬原 (2017)，「繼蔡阿嘎、這群人後，7頻道躍身百萬訂閱行列，台灣YouTube原創影音大爆發」，數位時代。取自 https://www.bnext.com.tw/article/47334/youtube-taiwan-top-videos-of-2017
7. 陳君毅 (2018)，「180 萬人訂閱!百萬 YouTuber「阿滴英文」成功祕訣:找到答案前，只能一直試」，經理人。取自 https://www.managertoday.com.tw/articles/view/56798?page=1
8. 楊政勳 (2018)，「觀看次數=賺多少錢? YouTube分潤大解密」鏡週刊。取自https://www.mirrormedia.mg/story/20181123gameyoutuber02/

英文文獻
1. Bärtl, M. (2018). YouTube channels, uploads and views. Convergence: The International Journal of Research into New Media Technologies, 24( 1), 16–32.
2. Bishop, S. (2018). Anxiety, panic and self-optimization. Convergence: The International Journal of Research into New Media Technologies, 24( 1), 69–84.
3. Brown, D. (2016). Influencer marketing: who really influences your customers? London: Routledge, Taylor & Francis Group.
4. Cooper, P. (2019). How Does the YouTube Algorithm Work? A Guide to Getting More Views. Retrieved from https://blog.hootsuite.com/how-the-youtube-algorithm-works/
5. Covington, P., Adams, J., & Sargin, E. (2016). Deep Neural Networks for YouTube Recommendations. Proceedings of the 10th ACM Conference on Recommender Systems.
6. Curry, D. J., & Riesz, P. C. (1988). Prices and Price/Quality Relationships: A Longitudinal Analysis. Journal of Marketing, 52( 1), 36.
7. Forbes. (2016). Streaming Celebrities. Retrieved from https://www.forbes.com/pictures/gjdm45ffed/streaming-celebrities/
8. Forbes. (2017). Forbes Releases Inaugural Top Influencers Global List. Retrieved from https://www.forbes.com/sites/forbespr/2017/04/10/forbes-releases-inaugural-top-influ encers-global-list/
9. Hammock, A. (2008, May 1). The new fame: Internet celebrity. Retrieved from http://www.cnn.com/2008/TECH/05/01/roflcon/index.html
10. Katz, E., & Lazarsfeld, P. (2005). Personal Influence: The Part Played by People in the Flow of Mass Communications . Routledge.
11. Keller, E., & Berry, J. (2003). The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy. Free Press.
12. Kosoff, M. (2015). MEET THE YOUTUBE MILLIONAIRES: These are the highest-paid YouTube stars of 2015. Retrieved from https://www.businessinsider.com/youtube-stars-who-make-the-most-money-2015-10
13. Kotler, P., Armstrong, G., Wong, V., & Saunders, J. (2008). Principles of Marketing. Prentice Hall.
14. Kyncl, R., & Peyvan, M. (2017). Streampunks: how YouTube and the new creators are transforming our lives. Virgin Books.
15. Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The People's Choice: How the Voter Makes Up His Mind in a Presidential Campaign. Columbia University Press.
16. Mourdoukoutas, P., & Siomkos, G. J. (2009). The Seven Principles of Wom and Buzz Marketing Crossing the Tipping Point. Springer Berlin.
17. Osland, G. E. (1991). Origins and Development of the Product Life Cycle Concept. Scholarship and Professional Work - Business, 68–84.
18. Roose, K. (2019). Don’t Scoff at Influencers. They’re Taking Over the World. The New York Times. Retrieved from
https://www.nytimes.com/2019/07/16/technology/vidcon-social-media-influencers.ht
ml
19. Slane, C. (2018, October 16). YouTube career or college? The new question facing teens.
NBC News. Retrieved from https://www.nbcnews.com/business/business-news/youtube-career-or-college-new-qu estion-facing-teens-n920581
20. Socialblade. (n.d.). TOP 250 YOUTUBERS IN TAIWAN SORTED BY SUBSCRIBERS. Retrieved from https://socialblade.com/youtube/top/country/tw/mostsubscribed
21. Stokel-Walker, C. (2019). YouTubers: How YouTube Shook Up Tv and Created a New
Generation of Stars. Canbury Press.
22. Stokel-Walker, C. (2019, March 12). The Influencers on Your Screens Increasingly Rely on Teams of Producers to Feed YouTube’s Hungry Algorithms, Creating New Career Opportunities. Retrieved from https://www.bbc.com/worklife/article/20190307-the-hidden-armies-that-power-the-int ernets-new-stars
23. Vernon, R. (1966). International investment and international trade in the product cycle. The International Executive, 8( 4), 16–16.
24. Weinswig, D. (2016). Influencers Are The New Brands. Forbes. Retrieved from https://www.forbes.com/sites/deborahweinswig/2016/10/05/influencers-are-the-new-b rands/#407508ad7919
25. Zietek, N. (2016) Influencer Marketing: the characteristics and components of fashion influencer marketing, The Swedish School of Textiles, University of Boras

簡易檢索 / 詳目顯示

相關論文