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題名:自品牌化娛樂剖析虛擬彩蛋之行銷策略與應用
作者:魏綺慧
作者(外文):Chi-HuiWei
校院名稱:國立成功大學
系所名稱:創意產業設計研究所
指導教授:林蕙玟
學位類別:博士
出版日期:2020
主題關鍵詞:虛擬彩蛋模式品牌品牌化娛樂行銷策略決策visual Easter eggs modesbrandingbranded entertainmentmarketing strategiesdecision-making
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本研究旨在自品牌化娛樂切入剖析虛擬彩蛋的行銷策略與應用。首先,藉由強調置入性行銷的獨特之處及品牌化娛樂日漸崛起的行銷魅力,來揭露視覺彩蛋背後的娛樂行銷養分。接著,釐清虛擬彩蛋的發展背景,並脈絡化整合虛擬彩蛋的起源、虛擬彩蛋的歷史發展,以及閱聽者對於虛擬彩蛋的正面觀感。再者,分析今昔虛擬彩蛋的本質轉化,歸納出當今虛擬彩蛋的四種轉化面向:創作者身份日漸多元、公司立場轉為支持、隱藏訊息涵蓋品牌化娛樂內容以及提升閱聽者的參與度,評估近期用於台灣與英國藝術展覽當中的視覺彩蛋應用手法,歸納總結出具應用潛力的理想視覺彩蛋品牌化娛樂模型。最後,以理想彩蛋品牌化娛樂模型切入,以類情境問卷數據結果分析常設展、特展及跨領域展覽的觀展者對於展覽彩蛋的偏好、觀點及感受,再聚攏出具有相同首要參與考量因素的七種觀展族群,包含彩蛋內容、展覽主題、時間、入場費、耐心、獎勵與朋友邀約等因素,並呈現參與考量因素之間的消長關係,最後歸納出娛樂挑戰者、精神獎勵追求者及展覽主題忠實粉絲等三大觀展族群,對於展覽彩蛋應用的喜好類型與族群性格特徵,進而為展覽場域品牌、展覽品牌、國際品牌及台灣在地品牌提出彩蛋活動設計策略之建議。本研究希冀藉由脈絡化分析虛擬彩蛋精神與應用、建立理想品牌化娛樂行銷模型,以及展覽觀眾對於展覽彩蛋應用的特殊喜好與觀點,提供多元領域的行銷或設計工作者以及學術研究者作為其日後參閱、研究、評估及執行的發想與參考。
The research of study aims at the marketing strategies and applications of the virtual Easter eggs from the standpoint of the branded entertainment theory. The research firstly explores the marketing nutrition for the visual Easter eggs from the studies of the placement marketing and the branded entertainment, secondly clarifies the background and development of the virtual Easter eggs, thirdly analyzes the essence transformations of the virtual Easter eggs from time to time, fourthly reveals the modern market flourish of the visual Easter eggs and fifthly proposes the ideal branded entertainment mode for the applications of the visual Easter eggs and that of the exhibition Easter eggs. Hence, through the questionnaire surveys, the research manifests the perspectives and preferences of the seven visitor groups with distinct prior consideration factors for the participations in the exhibition Eater eggs activities, including the message contents of the exhibition Easter eggs, exhibition themes, time cost, exhibition fee, patience, rewards and friend invitation, and thence categorize the three predominant visitor groups: thrifty challengers for entertainments, the spiritual bonus lovers and the loyal fans of the exhibition themes. Eventually, the research provides the recommended branding strategies for the four major types of the brands to design the suitable exhibition Easter eggs for their visitor groups: the brands of the venue providers, the exhibition brands, the international brands and the Taiwanese local brands, The value of the research is to provide the contextualized analysis and application mode of the virtual Easter eggs entertainment for the markers, designers and researchers from diversified fields to consult, evaluate and implement as the inspiring reference in the future.
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