| dc.contributor.advisor | 白佩玉 | zh_TW |
| dc.contributor.author (Authors) | 林宥綸 | zh_TW |
| dc.contributor.author (Authors) | Lin, Yu-Lun | en_US |
| dc.creator (作者) | 林宥綸 | zh_TW |
| dc.creator (作者) | Lin, Yu-Lun | en_US |
| dc.date (日期) | 2018 | en_US |
| dc.date.accessioned | 13-Jul-2018 15:21:17 (UTC+8) | - |
| dc.date.available | 13-Jul-2018 15:21:17 (UTC+8) | - |
| dc.date.issued (上傳時間) | 13-Jul-2018 15:21:17 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0105363086 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/118655 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所(MBA學位學程) | zh_TW |
| dc.description (描述) | 105363086 | zh_TW |
| dc.description.abstract (摘要) | 現在的行銷活動不再僅限於品牌商，就連政府宣導政策或活動也開始使用不同行銷管道跟社會大眾溝通。除了傳統的溝通媒介以外，誕生了不同的新興媒體，例如YouTube影片行銷或是臉書直播等等。本研究鎖定在YouTube平台上網紅與台北市長合拍的世大運宣傳影片，欲了解社會大眾對於世大運的聯想，以及在看完市政府與YouTuber合作的影片後如何改變社會大眾對世大運的聯想及態度，甚至是買票進場的意願。本研究使用質化中的半結構性訪談，共進行了三次試訪，十二場正式訪談，研究結果歸納如下：1. 台北市政府透過YouTuber宣傳世大運能引起討論，但是無法達到實際的進場效果。2. 透過YouTuber宣傳世大運，可以強化社會大眾對於世大運的正面聯想。3. 大眾喜愛的YouTuber雖然可以使消息傳遞的更快速，但不代表此位YouTuber能夠影響大眾的行為。4. 柯文哲市長是這些YouTube宣傳影片中最具影響的關鍵，柯市長宣傳世大運的影片點閱率都明顯高於YouTuber原本擁有的訂閱人數和其他影片的平均觀看人數。根據研究結果，本研究將針對YouTuber和品牌廠商或政府單位提供實務建議，同時也提供未來研究參考。 | zh_TW |
| dc.description.abstract (摘要) | Today`s marketing activities are no longer limited to brand owners. Even government advocacy policies or activities have begun to use different marketing channels to communicate with the public. In addition to the traditional communication media, new ways of Integrated Marketing Communications have emerged, such as YouTube or Facebook live streaming. Thus, this thesis focuses on one of the new marketing channels – YouTube, exploring one event so-called Taipei Summer Universiade.The study aims to find out what the public associates when speaking about Taipei Summer Universiade. After watching the promotion videos made by the YouTubers, the study aims to find out if these videos change the associations and the behavior of the public.This study adopts semi-structured interviews to collect qualitative data. There are three pre-test interviews and twelve in-depth interviews.Results and discussions are summarized as follows:1. The Taipei City Government can achieve a certain effect by promoting Taipei Summer Universiade through YouTubers.2. Using YouTuber to promote the Taipei Summer Universiade makes it difficult for the public to change their behavior.3. The popularity of YouTubers doesn’t mean that YouTubers can influence the behavior of the public.4. Taipei City Mayor Prof. M.D. is the most influential key in these films. | en_US |
| dc.description.tableofcontents | 目 錄………………………………………………………………V表目錄………………………………………………………………VII圖目錄………………………………………………………………VIII第一章 緒論………………………………………………………1第一節 研究背景與動機………………………………………1第二節 研究問題………………………………………………5第三節 研究流程………………………………………………5第貳章 文獻探討…………………………………………………7第一節 整合行銷溝通…………………………………………7第二節 態度……………………………………………………15第三節 品牌聯想………………………………………………19第四節 世大運行銷回顧………………………………………21第參章 研究方法…………………………………………………26第一節 深度訪談法……………………………………………26第二節 訪談問題………………………………………………27第三節 訪談對象………………………………………………28第四節 研究情境………………………………………………30第肆章 研究結果發現與討論……………………………………45第一節 社會大眾對於世大運的態度與聯想…………………45第二節 觀看行銷影片後的轉變………………………………49第三節 能改變觀看者進場行為和聯想的內容包裝方式……61第四節 增加觀看者的聯想程度的拍攝方式…………………65第伍章 結論與建議 …………………………………68第一節 研究結論……………………………………………68第二節 實務建議……………………………………………71第三節 研究限制與未來研究建議…………………………72參考文獻…………………………………………………74 | zh_TW |
| dc.format.extent | 2404531 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0105363086 | en_US |
| dc.subject (關鍵詞) | 整合行銷溝通 | zh_TW |
| dc.subject (關鍵詞) | 態度 | zh_TW |
| dc.subject (關鍵詞) | 品牌聯想 | zh_TW |
| dc.subject (關鍵詞) | YouTuber | zh_TW |
| dc.subject (關鍵詞) | 業配影音 | zh_TW |
| dc.subject (關鍵詞) | Integrated Marketing Communications | en_US |
| dc.subject (關鍵詞) | Attitudes | en_US |
| dc.subject (關鍵詞) | Brand Associations | en_US |
| dc.subject (關鍵詞) | Youtuber | en_US |
| dc.subject (關鍵詞) | Sponsored Video | en_US |
| dc.title (題名) | YouTube之運動行銷研究-以世大運為例 | zh_TW |
| dc.title (題名) | Research of Sports Marketing on YouTube-Taking Taipei Summer Universiade as An Example | en_US |
| dc.type (資料類型) | thesis | en_US |
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| dc.identifier.doi (DOI) | 10.6814/THE.NCCU.MBA.040.2018.F08 | - |
