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題名 以價值共創觀點探討YouTube頻道經營之策略思維
The Business Strategy on YouTube Channels: A Perspective of Value Co-Creation
作者 鄭宇瑩
Cheng, Yu-Ying
貢獻者 張瑜倩
Chang, Yu-Chien
鄭宇瑩
Cheng, Yu-Ying
關鍵詞 社群媒體
YouTuber
價值共創
使用者生成內容
經營策略
Social media
YouTuber
Value co-creation
UGC
Business strategy
日期 2020
上傳時間 3-Aug-2020 18:36:22 (UTC+8)
摘要 YouTube為影音共享平台，網路使用者能自由地在平台中上傳並瀏覽各式影片。這種奠基於使用者生成內容發展的社群媒體，產生了獨特的參與式文化，積極的使用者會開設頻道擔任YouTuber，每一個頻道即如一個微型的企業，需要戮力經營以創造價值。
本研究以服務主導邏輯概念探討頻道的經營策略，以YouTuber（頻道經營者）及閱聽眾（頻道參與者）為研究對象，探討頻道如何透過行動者的參與、資源整合、服務交換、制度協調以及生態系統的建立，促成價值的循環。本研究為能提供廣泛適用的策略建議，因此挑選生活紀錄型、知識教學型及娛樂型三種類型共四個頻道做為研究場域，並採取網路民族誌 (netnography) 作為研究方法，除了訪談標的頻道的YouTuber與閱聽眾外，也輔以頻道內容觀察蒐集資料。
本研究發現，生命經驗、領域知識、傳播技能為YouTube頻道價值共創歷程中的重要資源，YouTuber能整合資源製播影片、回應留言、甚至進一步製作商品販售；而閱聽眾則能調和資源，收看並完整的理解影片意涵、在留言區提供心得分享、提問或延伸創意。閱聽眾獲得情感或社會價值時，將對頻道產生高度信任，並以持續收看頻道內容、積極參與互動並主動推廣，滿足YouTuber的商業營利需求。本研究根據YouTuber與閱聽眾的價值共創歷程及歷程中的挑戰，提出辨識需求、盤點資源及創造差異三項經營建議。此外，在內容創作方面，YouTuber應從具延展性的題材著手，整合資源創造頻道的獨特賣點；而經營上則可善用平台功能或借助外部資源提升經營永續性；最後，YouTuber應反覆盤點與累積資源使頻道服務與時俱進。
As an online video streaming platform, YouTube allows users to freely upload and view a variety of videos. Rooted in the form of user-generated content (UGC), YouTube has developed a unique participatory culture. Any active users can create a channel and act as YouTubers. Each channel can be viewed as a micro enterprise, and the way of its value creation is worth exploring.
This study aims to explore management strategies of YouTube channels based on the perspective of value co-creation, a concept of Service Dominant Logic (SDL), as well as to insights to be implemented on managing YouTube channels. In order to analyze value co-creation behaviors between YouTubers (channel operators) and au-diences (channel participants), netnography was employed as the research method to observe and collect qualitative data. Participant observations on YouTube Channels and in-depth interviews with YouTubers and their audiences were undertaken.
This research found out that life experiences, knowledge and communication skills are vital resources during the process of value co-creation. YouTubers and the audiences could integrate and coordinate these resources to provide and exchange services. Three management strategies were proposed. First, YouTubers should iden-tify their needs and then manage resources to create distinct features of the channel. Furthermore, YouTubers can effectively improve long-term business by using plat-form functions provided by YouTube and external resources properly. Lastly, YouTubers need to be flexible to make adjustments to services and contents along with this dynamic environment.
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Chen, C. P. (2016). Forming digital self and parasocial relationships on YouTube. Journal of Consumer culture, 16(1), 232-254.
Cunningham, S., Craig, D., & Silver, J. (2016). YouTube, multichannel networks and the accelerated evolution of the new screen ecology. Convergence, 22(4), 376-391.
Davison, P. (2012). The language of internet memes. The social media reader, 120-134.
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Gerhards, C. (2019). Product placement on YouTube: An explorative study on YouTube creators’ experiences with advertisers. Convergence, 25(3), 516-533.
Goldhaber, M. H. (1997). The attention economy and the net.
Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41(2), 133-150.
Halliday, S. V. (2016). User-generated content about brands: Understanding its creators and consumers. Journal of Business Research, 69(1), 137-144.
InteRed. (2020). InteRed. Retrieved February 22, 2020 from https://www.intered.co/
Jalonen, H. (2017). Social media as a `Service` for value co-creation by integrating sponsoring companies, sports entities and fans. World Journal of Nuclear Science and Technology, 11, 2381-2388.
Jane Arthurs, Sophia Drakopoulou, & Alessandro Gandini. (2018). Researching YouTube. 24(1), 3-15.
Jean Burgess, & Joshua Green. (2013). YouTube : online video and participatory culture. Cambridge: Polity Press.
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描述 碩士
國立政治大學
科技管理與智慧財產研究所
107364108
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107364108
資料類型 thesis
dc.contributor.advisor 張瑜倩zh_TW
dc.contributor.advisor Chang, Yu-Chienen_US
dc.contributor.author (Authors) 鄭宇瑩zh_TW
dc.contributor.author (Authors) Cheng, Yu-Yingen_US
dc.creator (作者) 鄭宇瑩zh_TW
dc.creator (作者) Cheng, Yu-Yingen_US
dc.date (日期) 2020en_US
dc.date.accessioned 3-Aug-2020 18:36:22 (UTC+8)-
dc.date.available 3-Aug-2020 18:36:22 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2020 18:36:22 (UTC+8)-
dc.identifier (Other Identifiers) G0107364108en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131318-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理與智慧財產研究所zh_TW
dc.description (描述) 107364108zh_TW
dc.description.abstract (摘要) YouTube為影音共享平台，網路使用者能自由地在平台中上傳並瀏覽各式影片。這種奠基於使用者生成內容發展的社群媒體，產生了獨特的參與式文化，積極的使用者會開設頻道擔任YouTuber，每一個頻道即如一個微型的企業，需要戮力經營以創造價值。
本研究以服務主導邏輯概念探討頻道的經營策略，以YouTuber（頻道經營者）及閱聽眾（頻道參與者）為研究對象，探討頻道如何透過行動者的參與、資源整合、服務交換、制度協調以及生態系統的建立，促成價值的循環。本研究為能提供廣泛適用的策略建議，因此挑選生活紀錄型、知識教學型及娛樂型三種類型共四個頻道做為研究場域，並採取網路民族誌 (netnography) 作為研究方法，除了訪談標的頻道的YouTuber與閱聽眾外，也輔以頻道內容觀察蒐集資料。
本研究發現，生命經驗、領域知識、傳播技能為YouTube頻道價值共創歷程中的重要資源，YouTuber能整合資源製播影片、回應留言、甚至進一步製作商品販售；而閱聽眾則能調和資源，收看並完整的理解影片意涵、在留言區提供心得分享、提問或延伸創意。閱聽眾獲得情感或社會價值時，將對頻道產生高度信任，並以持續收看頻道內容、積極參與互動並主動推廣，滿足YouTuber的商業營利需求。本研究根據YouTuber與閱聽眾的價值共創歷程及歷程中的挑戰，提出辨識需求、盤點資源及創造差異三項經營建議。此外，在內容創作方面，YouTuber應從具延展性的題材著手，整合資源創造頻道的獨特賣點；而經營上則可善用平台功能或借助外部資源提升經營永續性；最後，YouTuber應反覆盤點與累積資源使頻道服務與時俱進。		zh_TW
dc.description.abstract (摘要) As an online video streaming platform, YouTube allows users to freely upload and view a variety of videos. Rooted in the form of user-generated content (UGC), YouTube has developed a unique participatory culture. Any active users can create a channel and act as YouTubers. Each channel can be viewed as a micro enterprise, and the way of its value creation is worth exploring.
This study aims to explore management strategies of YouTube channels based on the perspective of value co-creation, a concept of Service Dominant Logic (SDL), as well as to insights to be implemented on managing YouTube channels. In order to analyze value co-creation behaviors between YouTubers (channel operators) and au-diences (channel participants), netnography was employed as the research method to observe and collect qualitative data. Participant observations on YouTube Channels and in-depth interviews with YouTubers and their audiences were undertaken.
This research found out that life experiences, knowledge and communication skills are vital resources during the process of value co-creation. YouTubers and the audiences could integrate and coordinate these resources to provide and exchange services. Three management strategies were proposed. First, YouTubers should iden-tify their needs and then manage resources to create distinct features of the channel. Furthermore, YouTubers can effectively improve long-term business by using plat-form functions provided by YouTube and external resources properly. Lastly, YouTubers need to be flexible to make adjustments to services and contents along with this dynamic environment.		en_US
dc.description.tableofcontents 第壹章　緒論－1
　第一節　研究背景－1
　第二節　研究動機－3
　第三節　研究問題與研究目的－6
　第四節　研究方法－7
第貳章　文獻探討－8
　第一節　價值－8
　第二節　價值創造與價值共創－10
　第三節　YouTube特性－15
　第四節　YouTube頻道的價值共創－18
　第五節　小結與研究架構－19
第參章　研究方法－21
　第一節　研究流程－21
　第二節　網路民族誌－23
　第三節　深度訪談法－25
　第四節　研究設計－27
第肆章　研究發現－35
　第一節　行動者待滿足需求－35
　第二節　行動者價值共創歷程－42
　第三節　共創過程的限制與挑戰－58
　第四節　YouTube頻道經營策略－62
第伍章　結論與建議－68
　第一節　研究結論－68
　第二節　研究貢獻－69
　第三節　研究限制與後續研究建議－72
參考文獻－75
附錄一：頻道經營者訪談大綱－81
附錄二：頻道閱聽眾訪談大綱－82
附錄三：觀察影片清單－85
附錄四：訪談資料編碼表－89		zh_TW
dc.format.extent 4017417 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107364108en_US
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) YouTuberzh_TW
dc.subject (關鍵詞) 價值共創zh_TW
dc.subject (關鍵詞) 使用者生成內容zh_TW
dc.subject (關鍵詞) 經營策略zh_TW
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) YouTuberen_US
dc.subject (關鍵詞) Value co-creationen_US
dc.subject (關鍵詞) UGCen_US
dc.subject (關鍵詞) Business strategyen_US
dc.title (題名) 以價值共創觀點探討YouTube頻道經營之策略思維zh_TW
dc.title (題名) The Business Strategy on YouTube Channels: A Perspective of Value Co-Creationen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 外文文獻
Adler, F. (1956). The value concept in sociology. American Journal of Sociology, 62(3), 272-279.
Babbie, E. R. (2015). The practice of social research. Nelson Education.
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230.
Burgess, J. E., & Green, J. B. (2009). The entrepreneurial vlogger: Participatory culture beyond the professional-amateur divide (pp. 89-107). National Library of Sweden/Wallflower Press.
Carlile, P. R. (2004). Transferring, translating, and transforming: An integrative framework for managing knowledge across boundaries. Organization science, 15(5), 555-568.
Chau, C. (2010). YouTube as a participatory culture. New directions for youth development, 2010(128), 65-74.
Chen, C. P. (2016). Forming digital self and parasocial relationships on YouTube. Journal of Consumer culture, 16(1), 232-254.
Cunningham, S., Craig, D., & Silver, J. (2016). YouTube, multichannel networks and the accelerated evolution of the new screen ecology. Convergence, 22(4), 376-391.
Davison, P. (2012). The language of internet memes. The social media reader, 120-134.
eMarketer. (2018). Facebook loses younger users in the US 2018. Retrieved February 10, 2020 from https://www.emarketer.com/content/facebook-losing-younger-users-at-even-faster-pace
Gerhards, C. (2019). Product placement on YouTube: An explorative study on YouTube creators’ experiences with advertisers. Convergence, 25(3), 516-533.
Goldhaber, M. H. (1997). The attention economy and the net.
Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41(2), 133-150.
Halliday, S. V. (2016). User-generated content about brands: Understanding its creators and consumers. Journal of Business Research, 69(1), 137-144.
InteRed. (2020). InteRed. Retrieved February 22, 2020 from https://www.intered.co/
Jalonen, H. (2017). Social media as a `Service` for value co-creation by integrating sponsoring companies, sports entities and fans. World Journal of Nuclear Science and Technology, 11, 2381-2388.
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dc.identifier.doi (DOI) 10.6814/NCCU202000698en_US