運用整合行銷傳播形塑偶像之研究 以《模范棒棒堂》之《棒棒堂》為例

Abstract

研究者曾擔任Channel [V] 選秀節目《模范棒棒堂》第一屆模范棒棒堂男孩，看到六位默默無名的平凡男孩，成為台灣新生代最具代表的男子偶像團體《棒棒堂》，他們充份運用節目對個人及團體形象塑造，在Channel [V]整體頻道資源協助下，與唱片公司、雜誌社、廣告商合作，成功整合行銷資源，塑造出獨具特色的偶像團體。\r\n\r\n本研究透過個案研究法，藉由深度訪談，分析將整合行銷傳播應用於選秀節目《模范棒棒堂》中，形塑偶像團體《棒棒堂》，並配合節目樣本抽樣進行內容分析，佐證深度訪談的內容，增加可信度。\r\n\r\n本研究根據研究發現，發展出以「目標市場及定位區隔」、「內部及外部溝通策略」、「傳播工具的整合」、「溝通訊息的整合、與其他企業利益關係人合作，並對外溝通訊息的整合」、「創造的綜效」等五個基本構面為主軸的偶像團體《棒棒堂》整合行銷策略模式。

The famous boys group “Lollipop” raised from the television program Bang Bang Tang of Chanel [V] has become noted in these years. The Integrated Marketing Communication of the program successfully integrated the resources of Channel [V] such as record company, magazine publication, and advertising company to promote the unique brand image of Lollipop. \r\n\r\nThe researcher of this paper was one of the members of the Bang Bang Tang program and participated in the growth of the Lollipop. The action research and case study for the “Lollipop” are provided with in-depth interviewing the direct and staffs of the Bang Bang Tang. To improve the reliability, the quantitative information such as Nielsen rating is provided to evidence the effectiveness of the cases. \r\n\r\nThe findings for the success of Lollipop can be concluded with the synergy of the following strategies: the target market and market segmentation, the inside and outside communicative strategy, the Integration of communicative tools, the Integration of communicative message, the cooperation of other company and the Integration of inside and outside communicative message.