根據行政院「挑戰2008：國家發展計畫」，特別重視文化創意產業，而將此產業分為13 大類別，其中廣播電視產業被列為一個主要的類別。台灣下一波進軍國際市場，必須重視推動文化創意產業。近年來，三立電視台在台灣地區電視市場有異軍突起的趨勢，主要原因是站台宣傳偶像劇行銷策略之創意，不但推出相關周邊商品之販售，也創造事件行銷和議題等，因此創下該台偶像劇的高收視率，也突顯出該台推動偶像劇節目行銷策略創意之重要性與成果。 　　本研究採取次級資料分析與深度訪談法，實際蒐集和觀察有關三立電視台偶像劇之行銷策略，並深度訪談相關行銷人員之操作手法，以深度揉討與分析其偶像劇行銷策略之創意。研究結果發現，三立電視台偶像劇節目行銷策略之創意手法色括（1）以節目劇情來命名副標題，藉此宣傳行鍋，加深閱聽眾之印象，例如一個愛與夢想的故事；（2）跟隨現今青少年流行趨勢，大量販售偶像劇週邊產品之創意行銷，例如連載漫畫、玩偶等（3）透過三立電視台其他節目頻道，創造事件行銷來獲得偶像劇的支持度與曝光度。此外，三立電視台也將偶像劇授權東南亞市場，而此成果，也將台灣文化創意產業推向國際市場。

　　According to the National development plan from government challenging 2008: especially pay attention to cultural intention industry, which are classified 13 items. Taiwan must promote cultural intention industry to march international market. In recent years, SETTV station has successful performance due to propagating idol drama by intention of tactics, selling relevant peripheral goods, and creating public events, etc. Then it not only created the high audience rating of idol drama in Taiwan, but also got a lot of achievements from promoting intention of selling tactics. 　　This research adopts secondary analysis and profound interview, collect and observe relevant the marketing tactics of SETTV station, and profound interview relevant marketing operation tactics of personnel, probe into and analyse their idol drama .The result of study including: (I) Name subtitles with the story of the program, propagate marketing by this, strengthen the impression of reading the audience; (2) Follow teenagers' fashion trend now, sell the intention marketing of the peripheral products of idol's drama in a large amount; (3) By other channels of SETTV station, create incident marketing and obtain support degree and exposure. In addition, SETTV station authorize Southeast Asia market by drama idol, and this achievement push the cultural intention industry of Taiwan to the international market.