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題名 防彈少年團:連結韓流和善因行銷
BTS: Linking Cause-related marketing with Hallyu
作者 金宰敏
Kim, Jaemin
貢獻者 朴星俊
Sungjun Park
金宰敏
Jaemin Kim
關鍵詞 防彈少年團
善因行銷
文化行銷
韓流
公益
周邊商品
情感經濟
BTS
Cause-related marketing
Cultural marketing
Hallyu
Merch
Fandom economy
日期 2023
上傳時間 1-Mar-2024 14:03:01 (UTC+8)
摘要 近日許多企業都在製作新的周邊商品，數量多到市面上每天都可以看得到 不同的新品，然而大多數的新品都無法打動粉絲們的心，於是企業必須謹慎對 待現在的趨勢並研究消費心理，選擇對的行銷方法，並做出差異化。 本報告主要研究的是「韓流」以及「公益」因素會如何影響消費者購買 BTS(防彈少年團)周邊商品的意願。企業在每樣商品需要選擇不同的市場以 及行銷方案，需評估多種行銷方式後選擇最適用的方案在商品上。運用韓流的 行銷方法是「文化行銷」，運用公益的行銷方法則是「善因行銷」，本報告主 要研究了這兩種行銷方式，提供企業參考。
Recently, many companies are producing new merch. The quantity is so large that different new products can be seen on the market every day. However, most of the new products can not impress the fans. Therefore, companies must be cautious about the current trend and study consumer psychology. choose the right marketing method, and make a difference. This report mainly studies how the "Hallyu" and "Public interest" affect willingness to buy BTS merch. Enterprises can choose different markets and different marketing plans for each product. After evaluating various marketing methods, enterprises should choose the most suitable plan for their own products. The use of Hallyu for marketing is "Cultural marketing" and the use of public interest for marketing is "Cause-related Marketing", this report mainly studies these two marketing methods, which can be used as a reference for enterprises.
參考文獻 Brown, Tom J. and Peter A. Dacin (1997), “The Company and the Product: Corporate. Associations and Consumer Product Responses,” Journal of Marketing, 61 (January), 68–84. Duncan, T. & Moriarty, S. (1997) Driving Brand Value: Using Integrated Marketing to. Manage Prifitable Stakeholder Relationships. New York: McGraw-Hill. Jang, Y. S., Ko, Y. J., & Kim, S. Y. (2016). Cultural correlates of national innovative. capacity: a cross-national analysis of national culture and innovation rates. JOItmC, 2, 23. Kim, J., & Park, K. S. (2004). The Analysis of the Effects of Haliu Phenomenon on the. Chinese Young Generation’s Fashion Style. Journal of the Korean Society of Clothing and Textiles. 28(1), 154-164. Kim, B. R. (2015). Past, Present and Future of Hallyu (Korean Wave). American. International Journal of Contemporary Research, 5(5), 154-160. Lee, W. H. (2011), A research on policy direction for Voluntourism, Korea Culture &. Tourism Institute. Lee, O. (2007). Does the Korean Wave Bring About Country-of-origin Effect?. Journal of. Korea Trade, 32(5), 405-426 Mullen, J. (1997) 'Performance-based corporate philanthropy: how 'giving smart' can. further corporate goals', Public Relations Quarterfy, 42(2), 42-48. Pang, C., & Hwang, U. (2007). The Korean Wave and Cultural Communication, Seoul, Korea: Communication Books. Pracejus, John W. and Douglas G. Olsen and Norman R. Brown (2003), “On the. Prevalence and Impact of Vague Quantifiers in the Advertising of CauseRelated Marketing (CRM),” Journal of Advertising, 32 (Winter), 19–28. Roper Starch Worldwide (RSW) (1993) Cause Related Marketing: A Survry of American.Customers' Attitude. New York: RSW Inc. RSW (1996) The Green Gauge Reports. New York: RSW Inc. Strahilevitz, Michal and John Myers (1998), “Donations to Cause as Purchase Intentions: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, 24 (March), 434–46. Varadarajan, P. Rajan and Anil Menon (1988), “Cause-Related Marketing: A. Coalignment of Marketing Strategy and Corporate Philanthropy,” Journal of Marketing, 52 (July), 58–74. Yu, H., Kim, C., & Kim, H. (2012). Investigating Cosmetic Purchase of International. Tourists in South Korea. International Journal of Management Cases, 14(1), 398- 410.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363112
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363112
資料類型 thesis
dc.contributor.advisor 朴星俊zh_TW
dc.contributor.advisor Sungjun Parken_US
dc.contributor.author (Authors) 金宰敏zh_TW
dc.contributor.author (Authors) Jaemin Kimen_US
dc.creator (作者) 金宰敏zh_TW
dc.creator (作者) Kim, Jaeminen_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Mar-2024 14:03:01 (UTC+8)-
dc.date.available 1-Mar-2024 14:03:01 (UTC+8)-
dc.date.issued (上傳時間) 1-Mar-2024 14:03:01 (UTC+8)-
dc.identifier (Other Identifiers) G0109363112en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150233-
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) 109363112zh_TW
dc.description.abstract (摘要) 近日許多企業都在製作新的周邊商品，數量多到市面上每天都可以看得到 不同的新品，然而大多數的新品都無法打動粉絲們的心，於是企業必須謹慎對 待現在的趨勢並研究消費心理，選擇對的行銷方法，並做出差異化。 本報告主要研究的是「韓流」以及「公益」因素會如何影響消費者購買 BTS(防彈少年團)周邊商品的意願。企業在每樣商品需要選擇不同的市場以 及行銷方案，需評估多種行銷方式後選擇最適用的方案在商品上。運用韓流的 行銷方法是「文化行銷」，運用公益的行銷方法則是「善因行銷」，本報告主 要研究了這兩種行銷方式，提供企業參考。zh_TW
dc.description.abstract (摘要) Recently, many companies are producing new merch. The quantity is so large that different new products can be seen on the market every day. However, most of the new products can not impress the fans. Therefore, companies must be cautious about the current trend and study consumer psychology. choose the right marketing method, and make a difference. This report mainly studies how the "Hallyu" and "Public interest" affect willingness to buy BTS merch. Enterprises can choose different markets and different marketing plans for each product. After evaluating various marketing methods, enterprises should choose the most suitable plan for their own products. The use of Hallyu for marketing is "Cultural marketing" and the use of public interest for marketing is "Cause-related Marketing", this report mainly studies these two marketing methods, which can be used as a reference for enterprises.en_US
dc.description.tableofcontents 中文摘要ii 英文摘要iii 目錄 iv 表目錄v 圖目錄 v 壹、研究動機 1 一、企業專案內容 1 二、研究動機2 三、研究目標 2 貳、文獻探討3 一、韓流3 二、善因行銷 4 參、 研究方法 5 一、研究模型5 二、採訪5 三、問卷6 肆、 研究結果9 一、研究一，採訪 9 二、研究二，問卷 10 伍、結論 12 一、實務應用 12 二、未來建議 12 三、總結 12 陸、參考文獻 14 柒、附錄 16zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363112en_US
dc.subject (關鍵詞) 防彈少年團zh_TW
dc.subject (關鍵詞) 善因行銷zh_TW
dc.subject (關鍵詞) 文化行銷zh_TW
dc.subject (關鍵詞) 韓流zh_TW
dc.subject (關鍵詞) 公益zh_TW
dc.subject (關鍵詞) 周邊商品zh_TW
dc.subject (關鍵詞) 情感經濟zh_TW
dc.subject (關鍵詞) BTSen_US
dc.subject (關鍵詞) Cause-related marketingen_US
dc.subject (關鍵詞) Cultural marketingen_US
dc.subject (關鍵詞) Hallyuen_US
dc.subject (關鍵詞) Merchen_US
dc.subject (關鍵詞) Fandom economyen_US
dc.title (題名) 防彈少年團:連結韓流和善因行銷zh_TW
dc.title (題名) BTS: Linking Cause-related marketing with Hallyuen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Brown, Tom J. and Peter A. Dacin (1997), “The Company and the Product: Corporate. Associations and Consumer Product Responses,” Journal of Marketing, 61 (January), 68–84. Duncan, T. & Moriarty, S. (1997) Driving Brand Value: Using Integrated Marketing to. Manage Prifitable Stakeholder Relationships. New York: McGraw-Hill. Jang, Y. S., Ko, Y. J., & Kim, S. Y. (2016). Cultural correlates of national innovative. capacity: a cross-national analysis of national culture and innovation rates. JOItmC, 2, 23. Kim, J., & Park, K. S. (2004). The Analysis of the Effects of Haliu Phenomenon on the. Chinese Young Generation’s Fashion Style. Journal of the Korean Society of Clothing and Textiles. 28(1), 154-164. Kim, B. R. (2015). Past, Present and Future of Hallyu (Korean Wave). American. International Journal of Contemporary Research, 5(5), 154-160. Lee, W. H. (2011), A research on policy direction for Voluntourism, Korea Culture &. Tourism Institute. Lee, O. (2007). Does the Korean Wave Bring About Country-of-origin Effect?. Journal of. Korea Trade, 32(5), 405-426 Mullen, J. (1997) 'Performance-based corporate philanthropy: how 'giving smart' can. further corporate goals', Public Relations Quarterfy, 42(2), 42-48. Pang, C., & Hwang, U. (2007). The Korean Wave and Cultural Communication, Seoul, Korea: Communication Books. Pracejus, John W. and Douglas G. Olsen and Norman R. Brown (2003), “On the. Prevalence and Impact of Vague Quantifiers in the Advertising of CauseRelated Marketing (CRM),” Journal of Advertising, 32 (Winter), 19–28. Roper Starch Worldwide (RSW) (1993) Cause Related Marketing: A Survry of American.Customers' Attitude. New York: RSW Inc. RSW (1996) The Green Gauge Reports. New York: RSW Inc. Strahilevitz, Michal and John Myers (1998), “Donations to Cause as Purchase Intentions: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, 24 (March), 434–46. Varadarajan, P. Rajan and Anil Menon (1988), “Cause-Related Marketing: A. Coalignment of Marketing Strategy and Corporate Philanthropy,” Journal of Marketing, 52 (July), 58–74. Yu, H., Kim, C., & Kim, H. (2012). Investigating Cosmetic Purchase of International. Tourists in South Korea. International Journal of Management Cases, 14(1), 398- 410.zh_TW