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題名 遊戲產業影響者行銷策略探討—以 Garena 天涯明月刀 M 為例
Influencer Marketing in the Gaming Industry：A Case Study of the Garena Moonlight Blade Mobile作者 黃奕懷
Huang, I-Huai貢獻者 陳冠儒
Chen,Kuan-Ju
黃奕懷
Huang, I-Huai關鍵詞 遊戲產業
關鍵意見領袖
影響者行銷
行銷漏斗
Gaming Industry
Key Opinion Leader
Influencer Marketing
Marketing Funnel日期 2022 上傳時間 1-Aug-2022 18:57:51 (UTC+8) 摘要 台灣遊戲產業近年來持續蓬勃發展，2020年台灣網路滲透率達86%，智慧型手機滲透率更高達97%，2020年台灣玩家數就高達1,450萬，台灣手遊營收更是排行全球第7名，其中遊戲收入排行榜前10名與KOL總聲量具有正關聯性，對於遊戲產業來說KOL操作極為重要，遊戲代理商如何透過KOL操作來使遊戲行銷發揮最大行銷效益，即成了一門學問之道。因此，本研究以行銷漏斗RACE為主要理論框架，以期找到遊戲業KOL行銷操作的成功策略，進而探討遊戲玩家在用戶旅程的不同階段中如何受到KOL之影響。故本研究採用個案研究法，以「Garena天涯明月刀M」為研究對象，探討遊戲業者如何善用KOL行銷操作之策略來優化遊戲上市前與上市後的行銷方案，讓目標受眾採取遊戲廠商所希望之指定行動。本研究主要貢獻在於，藉由探討及分析《天涯明月刀M》在KOL行銷策略上的應用，拆分用戶旅程且以RACE做為架構，並細分關鍵意見領袖為： 代言人、符合產品定位的遊戲實況主、其他渠道知名KOL，探討不同KOL在行銷執行上的差異，如何針對不同目標受眾差異化行銷，提供遊戲產業未來在發行遊戲時，有一套完整的KOL操作行銷指南，有效率的進行規畫並安排合作內容整合其他行銷渠道以發揮KOL行銷的最大綜效。
Taiwan`s gaming industry has continued to grow in recent years. In 2020, the Internet penetration rate in Taiwan was 86%, and the penetration rate of smartphone was 97%. The number of players in Taiwan was 14.5 million, and Taiwan`s mobile game revenue ranks 7th in the world, top 10 game revenue rankings have a positive correlation with the total KOL. For the hardcore games, KOL marketing is more important. How can game company use KOL influencer marketing to make game marketing hype, maximizing marketing benefits, that is a way of learning.Therefore, this research uses the marketing funnel RACE as the main theoretical framework to explore how gamers are influenced by key opinion leaders in different stages of the user journey. This research will further take "Garena Moonlight Blade Mobile" as the case study object and explore how game industry can make good use of KOL influencer marketing strategies to optimize the game`s pre-registration and post-launch marketing plans. The main contribution of this research is by analyzing the influencer marketing of "Moonlight Blade Mobile", divided the user journey into different stage based on the RACE structure, and the key opinion leaders are subdivided into game spokesperson, hardcore gaming streamer, KOL from other channels, discuss how to achieve differentiated marketing for different target audiences, and provide a comprehensive influencer marketing guideline when the game company launched games in the future.參考文獻 中文文獻百度百科 (2020). 天涯明月刀手遊。取自https://baike.baidu.hk/item/%E5%A4%A9%E6%B6%AF%E6%98%8E%E6%9C%88%E5%88%80%E6%89%8B%E9%81%8A/24223771天涯明月刀M官方粉絲專頁（2022）。取自https://www.facebook.com/MBMTWGarena傳說對決YouTube（2022）。取自https://moba.garena.tw/game/heroes傳說對決官方粉絲專頁（2022）。取自https://www.facebook.com/AoVTW傳說對決官方網站（2022）。傳說對決英雄列表。取自https://moba.garena.tw/game/heroes文化內容策進院（2020）。2020年台灣文化內容產業調查報告IV：遊戲、電競產業。取自chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://taicca.tw/uploads/userfiles/2020%E5%B9%B4%E5%8F%B0%E7%81%A3%E6%96%87%E5%8C%96%E5%85%A7%E5%AE%B9%E7%94%A2%E6%A5%AD%E8%AA%BF%E6%9F%A5%E5%A0%B1%E5%91%8AIV%20%E9%81%8A%E6%88%B2%E3%80%81%E9%9B%BB%E7%AB%B6%E7%94%A2%E6%A5%AD.pdfFree Fire官方粉絲專頁（2022）。取自https://www.facebook.com/freefireTWGrowthMarketer（2020）。行銷漏斗 Marketing funnel 詳解! 6個階段精準掌控目標客群。取自https://www.growthmarketer.academy/blog/marketing-funnel-digital-marketing-seoSam Liang（2022）。2021台灣遊戲產業分析與⾏銷洞察。取自chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://storage.googleapis.com/kol-reports/2021%20%E5%8F%B0%E7%81%A3%E9%81%8A%E6%88%B2%E7%94%A2%E6%A5%AD%E5%88%86%E6%9E%90%E8%88%87%E8%A1%8C%E9%8A%B7%E6%B4%9E%E5%AF%9F.pdf英文文獻A. Kumar, R. Bezawada, R. Rishika, R. Janakiraman, P.K. Kannan (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80 (1), pp. 7-25.Agrawal, A.J. (2016). Why Influencer Marketing Will Explode in 2017. Forbes. Retrieved from https://www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/?sh=75cfe52820a9Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27, 209–234.Annmarie Hanlon (2022). The AIDA model. Retrieved from https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/App My Site Blog (2022). Unleash the power of AIDAR model to promote your mobile app. Retrieved from https://www.appmysite.com/blog/unleash-the-power-of-aidar-model-to-promote-your-mobile-app/Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23, 57–61.Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of Marketing Research, 53(3), 297–318.Barry TE, Howard DJ (1990). A review and critique of the hierarchy of effects in advertising. Int J Advert 9(2):121–135.C. Grönroos (1997). Value-driven relational marketing: From products to resources and competences. Journal of Marketing Management, 13 (5), pp. 407-420.Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650.CMO (2018). CMO survey report: Highlights and insights. Retrieved from https://cmosurvey.org/wp-content/uploads/sites/15/2018/02/The_CMO_Survey-Highights_and_Insights_Report-Feb-2018.pdf (2018)Dave Chaffey (2022). Introducing The RACE Framework: A practical framework to improve your digital marketing. Retrieved from https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/amp/David Deal (2014). Workhorses and dark horses: digital tactics for customer acquisition. Retrieved from http://quickspark.com/wp-content/uploads/2015/10/Gigaom-Research.pdfDivakar, S., Ratchford, B.T. and Shankar, V. (2005), “CHAN4CAST: a multichannel, multi-region sales forecasting model and decision support system for consumer packaged goods”, Marketing Science, Vol. 24 No. 3, pp. 334-350.E. 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Advertising, promotion, and supplemental aspects of integrated marketing communications, 5th ed. Fort Worth, TX: The Dryden Press.Strong EK (1925). The psychology of selling and advertising. McCraw-Hill, New York.Techjury. (2021). How Much Do Firms Spend on Influencer Marketing in 2021. June 17. Retrieved from https://techjury.net/blog/influencer-marketing-spend/#grefThe Journal of Marketin (1999). Whence consumer loyalty? The Journal of Marketing, 63, pp. 33-44.Veera Kontiokari (2018). Key opinion leaders: who are they and why do they matter? Retrieved from https://web.archive.org/web/20180317234407/https://www.lianatech.com/news/liana-technologies-hints-and-tips/tip/key-opinion-leaders-who-are-they-and-why-do-they-matter.htmlWijaya BS (2012). The development of hierarchy of effects model in advertising. Int Res J Bus Stud 5(1):73–85.William J. Glynn, James G. Barnes (Eds.), Understanding Services Management, Wiley, New York, pp. 244-268.Yodel, G. (2017). What Is Influencer Marketing? HuffPost. Retrieved from https://www.huffpost.com/entry/what-is-influcner-marketing_b_10778128 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363009資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363009 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.advisor Chen,Kuan-Ju en_US dc.contributor.author (Authors) 黃奕懷 zh_TW dc.contributor.author (Authors) Huang, I-Huai en_US dc.creator (作者) 黃奕懷 zh_TW dc.creator (作者) Huang, I-Huai en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Aug-2022 18:57:51 (UTC+8) - dc.date.available 1-Aug-2022 18:57:51 (UTC+8) - dc.date.issued (上傳時間) 1-Aug-2022 18:57:51 (UTC+8) - dc.identifier (Other Identifiers) G0109363009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141384 - 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) 109363009 zh_TW dc.description.abstract (摘要) 台灣遊戲產業近年來持續蓬勃發展，2020年台灣網路滲透率達86%，智慧型手機滲透率更高達97%，2020年台灣玩家數就高達1,450萬，台灣手遊營收更是排行全球第7名，其中遊戲收入排行榜前10名與KOL總聲量具有正關聯性，對於遊戲產業來說KOL操作極為重要，遊戲代理商如何透過KOL操作來使遊戲行銷發揮最大行銷效益，即成了一門學問之道。因此，本研究以行銷漏斗RACE為主要理論框架，以期找到遊戲業KOL行銷操作的成功策略，進而探討遊戲玩家在用戶旅程的不同階段中如何受到KOL之影響。故本研究採用個案研究法，以「Garena天涯明月刀M」為研究對象，探討遊戲業者如何善用KOL行銷操作之策略來優化遊戲上市前與上市後的行銷方案，讓目標受眾採取遊戲廠商所希望之指定行動。本研究主要貢獻在於，藉由探討及分析《天涯明月刀M》在KOL行銷策略上的應用，拆分用戶旅程且以RACE做為架構，並細分關鍵意見領袖為： 代言人、符合產品定位的遊戲實況主、其他渠道知名KOL，探討不同KOL在行銷執行上的差異，如何針對不同目標受眾差異化行銷，提供遊戲產業未來在發行遊戲時，有一套完整的KOL操作行銷指南，有效率的進行規畫並安排合作內容整合其他行銷渠道以發揮KOL行銷的最大綜效。 zh_TW dc.description.abstract (摘要) Taiwan`s gaming industry has continued to grow in recent years. In 2020, the Internet penetration rate in Taiwan was 86%, and the penetration rate of smartphone was 97%. The number of players in Taiwan was 14.5 million, and Taiwan`s mobile game revenue ranks 7th in the world, top 10 game revenue rankings have a positive correlation with the total KOL. For the hardcore games, KOL marketing is more important. How can game company use KOL influencer marketing to make game marketing hype, maximizing marketing benefits, that is a way of learning.Therefore, this research uses the marketing funnel RACE as the main theoretical framework to explore how gamers are influenced by key opinion leaders in different stages of the user journey. This research will further take "Garena Moonlight Blade Mobile" as the case study object and explore how game industry can make good use of KOL influencer marketing strategies to optimize the game`s pre-registration and post-launch marketing plans. The main contribution of this research is by analyzing the influencer marketing of "Moonlight Blade Mobile", divided the user journey into different stage based on the RACE structure, and the key opinion leaders are subdivided into game spokesperson, hardcore gaming streamer, KOL from other channels, discuss how to achieve differentiated marketing for different target audiences, and provide a comprehensive influencer marketing guideline when the game company launched games in the future. en_US dc.description.tableofcontents 謝辭 I摘要 IIAbstract III目次 IV圖次 V表次 VII第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 5第三節 研究流程 6第二章 文獻探討 7第一節 遊戲產業概況 7第二節 Garena 17第三節 Garena行銷策略 25第四節 關鍵意見領袖 29第五節 關鍵意見領袖與行銷漏斗 33第三章 研究方法 42第四章 Garena《天涯明月刀M》個案分析 44第一節 Garena《天涯明月刀M》介紹 44第二節 Garena《天涯明月刀M》KOL操作分析 54第三節 Garena《天涯明月刀M》行銷策略分析 72第五章 結論與建議 77第一節 研究結論 77第二節 研究貢獻 80第三節 研究限制與未來建議 82第六章 參考文獻 83 zh_TW dc.format.extent 4181197 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363009 en_US dc.subject (關鍵詞) 遊戲產業 zh_TW dc.subject (關鍵詞) 關鍵意見領袖 zh_TW dc.subject (關鍵詞) 影響者行銷 zh_TW dc.subject (關鍵詞) 行銷漏斗 zh_TW dc.subject (關鍵詞) Gaming Industry en_US dc.subject (關鍵詞) Key Opinion Leader en_US dc.subject (關鍵詞) Influencer Marketing en_US dc.subject (關鍵詞) Marketing Funnel en_US dc.title (題名) 遊戲產業影響者行銷策略探討—以 Garena 天涯明月刀 M 為例 zh_TW dc.title (題名) Influencer Marketing in the Gaming Industry：A Case Study of the Garena Moonlight Blade Mobile en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻百度百科 (2020). 天涯明月刀手遊。取自https://baike.baidu.hk/item/%E5%A4%A9%E6%B6%AF%E6%98%8E%E6%9C%88%E5%88%80%E6%89%8B%E9%81%8A/24223771天涯明月刀M官方粉絲專頁（2022）。取自https://www.facebook.com/MBMTWGarena傳說對決YouTube（2022）。取自https://moba.garena.tw/game/heroes傳說對決官方粉絲專頁（2022）。取自https://www.facebook.com/AoVTW傳說對決官方網站（2022）。傳說對決英雄列表。取自https://moba.garena.tw/game/heroes文化內容策進院（2020）。2020年台灣文化內容產業調查報告IV：遊戲、電競產業。取自chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://taicca.tw/uploads/userfiles/2020%E5%B9%B4%E5%8F%B0%E7%81%A3%E6%96%87%E5%8C%96%E5%85%A7%E5%AE%B9%E7%94%A2%E6%A5%AD%E8%AA%BF%E6%9F%A5%E5%A0%B1%E5%91%8AIV%20%E9%81%8A%E6%88%B2%E3%80%81%E9%9B%BB%E7%AB%B6%E7%94%A2%E6%A5%AD.pdfFree Fire官方粉絲專頁（2022）。取自https://www.facebook.com/freefireTWGrowthMarketer（2020）。行銷漏斗 Marketing funnel 詳解! 6個階段精準掌控目標客群。取自https://www.growthmarketer.academy/blog/marketing-funnel-digital-marketing-seoSam Liang（2022）。2021台灣遊戲產業分析與⾏銷洞察。取自chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://storage.googleapis.com/kol-reports/2021%20%E5%8F%B0%E7%81%A3%E9%81%8A%E6%88%B2%E7%94%A2%E6%A5%AD%E5%88%86%E6%9E%90%E8%88%87%E8%A1%8C%E9%8A%B7%E6%B4%9E%E5%AF%9F.pdf英文文獻A. Kumar, R. Bezawada, R. Rishika, R. Janakiraman, P.K. Kannan (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80 (1), pp. 7-25.Agrawal, A.J. (2016). Why Influencer Marketing Will Explode in 2017. Forbes. Retrieved from https://www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/?sh=75cfe52820a9Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27, 209–234.Annmarie Hanlon (2022). The AIDA model. Retrieved from https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/App My Site Blog (2022). 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