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題名 台灣流行歌手明星商品產業探討
Exploring Celebrity Merchandising – A Taiwan Business Development Study
作者 徐芯韻
貢獻者 張力元
徐芯韻
關鍵詞 台灣流行歌手
日期 2007
上傳時間 17-Sep-2009 18:53:22 (UTC+8)
摘要 台灣流行歌手明星商品產業探討
Licensed Celebrity merchandising is a business with very few competitors in Taiwan and the entire Greater China area. As the number of album sales drops, music artists are exploring wider income possibilities. Utilizing artist names as brands and expanding into diverse product lines can be a profitable business if enhanced with celebrity style and creative design.
This research has collected data on current merchandising market in Taiwan, sales figures of an anonymous artist’s concert merchandises and 50 questionnaires completed by celebrity merchandise consumers. The information collected is used to construct StarBay’s start up plan and forecast future financial outcome. The sales figures of the anonymous artist are used as a reference on current market size. Results from the questionnaire reflected current consumer attitude towards merchandise in the market and possible purchasing behavior is observed and used in product development.
A successful celebrity brand focuses on developing products of quality, creative design, practicality and reflection of the celebrity’s style. The brand should also evolve with the celebrity’s career of fame in order to remain in the market for long. A Celebrity merchandising company can potentially be a profitable business in Taiwan with the current market needs and conditions.
Keywords: celebrity branding, celebrity merchandising, concert merchandises, celebrity licensing, music industry, celebrity promotion, celebrity marketing
參考文獻 X. Reference
Journals
1. Bury, M. (2006) A Cause Celeb As: Celebrity Licensed Products Boon, Consumers Demand More Authenticity. WWD. 191(120), June 7, pp. 12.
2. Chan, K. & Zhang, C. (2007) Living in a celebrity-mediated social world: the Chinese experience. Young Consumers, 8, Nov 2, pp.139-152.
3. Erdogan, B. Z, & Baker, M. J. & Tagg, S. (2001) Selecting Celebrity Endorsers: The Practitioner’s Perspective. Journal of Advertising Research, 41(3), May/June. pp 39-48.
4. Green, H. (2005) Why Oprah Opens Readers’ Wallets. Business Week, (3954), Oct 10, pp. 46.
5. Hung S. (2006) Play in fashion: bridging China to the west with a look at Taiwan fashion branding. Journal of Fashion Marketing and Management, 10, Nov 4. Pp 479-490.
6. Kubacki, K. & Croft, R. (2006) Artists’ attitudes to marketing: a cross-cultural perspective. International Journal of Nonprofit and Voluntary Sector Marketing, 11(4), Nov. pp 335-345.
7. Lair, D.J., Sullivan, K. & Cheney, G.(2005) Marketization and the Recasting of the Professional Self – The Rhetoric and Ethics of Personal Branding. Management Communication Quarterly, 18(3) Feb. pp 307-343.
8. McCracken, G.(1989) Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
9. Monari, G-L. (2006) High-profile promotion still favored. Med Ad News, 25(7). Jul. pp 1, 3.
10. Papagiannidis, S. & Berry, J. (2007) What Has Been Learned from Emergent Music Business Models? International Journal of E-Business Research, 3(3), Jul/Sep. pp 25-39.
11. Pringle, H. (2005) How marketers can use celebrities to sell more effectively. Journal of Consumer Behavior, 4(3), pp. 201-214.
12. Roll, M. (2006) New paradigm for the Asian boardroom – brand equity. Journal of Business Strategy, 27, Nov 6, pp. 41-45.
13. Seckler, V. (2006) How Hot Is Celebrity Fever?. WWD, 192(120), Dec 8, pp. 14.
14. Schroeder, J.E. (2005) The Artist and the Band. European Journal of Marketing, 39(11/12) pp. 1291-1305, 1392.
15. Steenbergen, S. (2005) Make Branding Work For You. Upholstery Manufacturing, 18(11), pp. 28.
16. Truman, R. (2007) Brands that are law unto themselves. B&T Weekly, Feb 19, pp. 20.
17. Trout, R. (2000) Licensed to Sell. B to B, 85(6) May 22. Pp 32.
18. Weathered L. (2000) Trade Marking Celebrity Image: The Impact of Distinctiveness and use as a Trade Mark. Bond Law Review, 12(2). Pp 161-184.
Newspaper
1. Agins, T. (2005) ‘New Reality: With Her Own Line, Pop Star Rides Rise In Celebrity Fashion; Upstaging Upscale Designers, Jessica Simpson Prepares For Big Launch in Stores; Nixing a ‘Cheesy’ Touch’ Wall Street Journal , June 9, p. A.1.
Report
1. Lee, R. (2007) Recent Development of Taiwan Music Market. IFPI.
Book
1. Pringle, H. (2005) Celebrity Sells (3rd Edition). Chichester, UK: John Wiley & Sons Ltd.
Thesis
1. 沈怡蓉，「台灣流行音樂市場之整合興消傳播策略研究」，台北，民國94年1月‧
2. 黃宏銘，「整合行銷傳播在唱片產業之應用研究」，台北，民國93年7月‧
3. 張容瑛、周志龍，「台灣流行音樂產業網絡群聚與創作氛圍」，台北，民國92年‧
WWW Article
1. De Mesa A. (2004) Sell-ebrity Products Get Star Treatment. Brandchannel.com. Retrieved May 22, 2008 from http://www.brandchannel.com/features_effect.asp?pf_id=203
2. Grannell C. & Jayawardena R. (2004) Celebrity Branding: Not as Glamorous as It Looks. Brandchannel.com. Retrieved April 20, 2008, from http://www.brandchannel.com/brand_speak.asp?bs_id=76
3. Hofstrand, D. (2007) Setting Your Price. Bnet.com. Retrieved May 12, 2008, from
http://www.extension.iastate.edu/AgDM/wholefarm/pdf/c5-17.pdf
4. Olsen E. (2002). Slaves of Celebrity. www.salon.com. Retrieved April 26, 2008, from http://dir.salon.com/story/ent/feature/2002/09/18/idol_contract/
5. Towle, A. P. (2003). Celebrity Branding. Hollywood Reporter. Retrieved April 18, 2007, from http://www.hollywoodreporter.com/thr/television/feature_display.jsp?vnu_content_id=2030984
6. Wikipeida - http://en.wikipedia.org/wiki/Celebrity_branding
7. 林正文(2008). 王建民周邊商品 還會再漲嗎？全球華文行銷知識庫. Retrieved April 20, 2008,from http://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMContentNoID=49489&MMMediaType=SmartMG
8. 潘玫均(2001). 本尊紅不讓 分身賣未煞 明星周邊商品 FANS 超級捧場. 自由時報. Retrieved April 19, 2007, from http://www.libertytimes.com.tw/2001/new/sep/11/life/fashion-1.htm
WEBSITES
1. www.paid.com
2. www.fanfire.com
3. www.musictoday.com
4. www.ilovesuperstar.com
5. www.merchandise.com.tw
6. www.bplans.com
7. www.bnet.com
8. www.ifpi.com.tw
9. www.sonybmg.com.tw
10. http://triumvir3.com/
11. www.beanstalk.com
12. http://2k3dmz2.moea.gov.tw/GNWEB/default.aspx (Department of Statistics, Ministry of Economic Affairs)
13. http://www.hitrust.com.tw/hitrustexe/frontend/default_tw.asp HI-TRUST網際威信
14. www.brandchannel.com
15. www.investopedia.com
16. www.wikipedia.com
17. www.trendwatching.com
18. www.warnermusic.com.tw
19. www.umusic.com.tw
20. www.gogorock.com
21. www.seedmusic.com.tw
22. www.forward.com.tw
23. www.emimusic.com.tw
24. www.avex.com.tw
25. www.linfair.com.tw
26. www.him.com.tw
描述 碩士
國立政治大學
國際經營管理碩士班(IMBA)
94933007
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094933007
資料類型 thesis
dc.contributor.advisor 張力元zh_TW
dc.contributor.author (Authors) 徐芯韻zh_TW
dc.creator (作者) 徐芯韻zh_TW
dc.date (日期) 2007en_US
dc.date.accessioned 17-Sep-2009 18:53:22 (UTC+8)-
dc.date.available 17-Sep-2009 18:53:22 (UTC+8)-
dc.date.issued (上傳時間) 17-Sep-2009 18:53:22 (UTC+8)-
dc.identifier (Other Identifiers) G0094933007en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33948-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理碩士班(IMBA)zh_TW
dc.description (描述) 94933007zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) 台灣流行歌手明星商品產業探討zh_TW
dc.description.abstract (摘要) Licensed Celebrity merchandising is a business with very few competitors in Taiwan and the entire Greater China area. As the number of album sales drops, music artists are exploring wider income possibilities. Utilizing artist names as brands and expanding into diverse product lines can be a profitable business if enhanced with celebrity style and creative design.
This research has collected data on current merchandising market in Taiwan, sales figures of an anonymous artist’s concert merchandises and 50 questionnaires completed by celebrity merchandise consumers. The information collected is used to construct StarBay’s start up plan and forecast future financial outcome. The sales figures of the anonymous artist are used as a reference on current market size. Results from the questionnaire reflected current consumer attitude towards merchandise in the market and possible purchasing behavior is observed and used in product development.
A successful celebrity brand focuses on developing products of quality, creative design, practicality and reflection of the celebrity’s style. The brand should also evolve with the celebrity’s career of fame in order to remain in the market for long. A Celebrity merchandising company can potentially be a profitable business in Taiwan with the current market needs and conditions.
Keywords: celebrity branding, celebrity merchandising, concert merchandises, celebrity licensing, music industry, celebrity promotion, celebrity marketing		en_US
dc.description.tableofcontents TABLE OF CONTENTS

1 Introduction………………………………………….………………………..1
2 Executive Summary……………………………………………….………….2
2.1 The Company…………………………………..………………………..2
2.2 Objectives…………………………………..………………..…………..2
2.3 Mission Statement…………………………………..………..…………..3
2.4 Start-up Summary……………………………..………….……………...3
3 Company Summary……………………………………………………….…..5
3.1 History and Background………………………………..………….…….5
3.2 Name and Slogan…………………………………….……………….....6
3.3 Location…………………………………………………..…………..….6
4 Product Offering…………………………………………………………..…..7
4.1 Business Process……………………………………..………………..…7
4.2 Reponses from Concert Merchandise Consumers………..……….……..8
4.3 Product Listing………………………………………………………...…9
4.4 Future Products………………………………………………………….11
5 Market Analysis………………………………………………….………...…13
5.1 Overall Industry………………………………………………..………..13
5.2 Celebrities (Artist)…………………………………………..……….….18
5.3 Concerts………………………...……………………………...………..19
5.4 Consumers……………………………………………………………....20
5.5 Merchandising Contracts………………………………...……………...20
5.6 Product Trends…………………………………………………………..21
5.7 Main Competitors………………………………………...….………….23
5.8 Potential Risks……………………………………...………….………..25
6 Strategy and Implementation Summary……………………………..……….26
6.1 Competitive Edge………………………….………...………………….26
6.2 Entry Growth Strategy………………………………………...……......29
6.3 Sourcing………………………………………………………...………31
6.4 Pricing Strategy…………………………………..….……….………...34
6.5 Shipping and Handling…………………………….…………………...35
6.6 Marketing and Promotion Strategy....…………….....……………….....35
6.7 Sales Strategy……………………………………………….....…….....36
6.8 Web Planning……………………………………………………..….…37
7 Management Summary……………….……………………………………...38
7.1 Company Structure……………………………………………………..39
7.2 Employee Profile……………………………………………………….39
7.3 Personnel Wages Planning………………..……………………....…….40
8 Financial Analysis……………………………………………...…………….41
8.1 Financial Highlights……………………………....………………….…44
8.2 Break-even Analysis…………………………………...…….………....44
8.3 Profit and Loss Forecast…………………………….……………….....45
8.4 Cash Flow Forecast………………………………....................……....47
9 Conclusion…………………………………………………………………...51
10 Reference…………………………………………………………………….52
10.1 Journals…………………………………………………………....…...52
10.2 Newspaper article…………………………………………….…….…..53
10.3 Reports………………………………………………...………….…….53
10.4 Books……………………………………………………………..…….53
10.5 Thesis……………………………………………………………....…...53
10.6 WWW articles…………………………………………………….…….53
10.7 Websites………………………………………………...............……...54

























Appendixes
Appendix 1
Results of surveys to 50 consumers of concert merchandises
Appendix 2
Product Pictures
Appendix 3
Top 20 Best selling albums in Taiwan in 2006 and 2007























List of Tables and Figures
Table 1: Star-up Summary
Table 2: Product Descriptions
Table 3: Age of Respondents to the Questionnaire
Table 4: Individual Product Costs
Table 5: Individual Product Retail Price
Table 6: Post Office Shipping and Handling Fees
Table 7: Website Set Up Expense Details
Table 8: Employee Profile
Table 9: Personnel Wages Planning
Table 10: Product Pricing/ Cost Information
Table 11: Assumed Number of Artist Licensing Rights to be Obtained By StarBay
Table 12: Five Year Forecast Unit Sales
Table 13: Five Year Forecast on Cost of Sales
Table 14: Five Year Forecast on Revenue
Table 15: Projected Income Statement
Table 16: Cash Flow Statement

Figure 1: StarBay’s Business Process
Figure 2: Merchandises Purchased the Most by Consumers.
Figure 3: Future Product Development
Figure 4: Music Industry Profile
Figure 5: Six Degrees of Celebrity Association to Brands
Figure 6: Actual Merchandise Sales of Anonymous Artist in a Taipei Concert in Nov 2007.
Figure 7: Strategic Positioning
Figure 8: Consumer Perceived Merchandise Quality
Figure 9: Points consumers wish to see being improved or changed in the merchandises they have purchased
Figure 10: Business Process Schedule
Figure 11: StarBay Company Structure
Figure 12: Forecasted Financial Highlights
Figure 13: Net Cash Flow vs. Cash Balance		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094933007en_US
dc.subject (關鍵詞) 台灣流行歌手zh_TW
dc.title (題名) 台灣流行歌手明星商品產業探討zh_TW
dc.title (題名) Exploring Celebrity Merchandising – A Taiwan Business Development Studyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) X. Referencezh_TW
dc.relation.reference (參考文獻) Journalszh_TW
dc.relation.reference (參考文獻) 1. Bury, M. (2006) A Cause Celeb As: Celebrity Licensed Products Boon, Consumers Demand More Authenticity. WWD. 191(120), June 7, pp. 12.zh_TW
dc.relation.reference (參考文獻) 2. Chan, K. & Zhang, C. (2007) Living in a celebrity-mediated social world: the Chinese experience. Young Consumers, 8, Nov 2, pp.139-152.zh_TW
dc.relation.reference (參考文獻) 3. Erdogan, B. Z, & Baker, M. J. & Tagg, S. (2001) Selecting Celebrity Endorsers: The Practitioner’s Perspective. Journal of Advertising Research, 41(3), May/June. pp 39-48.zh_TW
dc.relation.reference (參考文獻) 4. Green, H. (2005) Why Oprah Opens Readers’ Wallets. Business Week, (3954), Oct 10, pp. 46.zh_TW
dc.relation.reference (參考文獻) 5. Hung S. (2006) Play in fashion: bridging China to the west with a look at Taiwan fashion branding. Journal of Fashion Marketing and Management, 10, Nov 4. Pp 479-490.zh_TW
dc.relation.reference (參考文獻) 6. Kubacki, K. & Croft, R. (2006) Artists’ attitudes to marketing: a cross-cultural perspective. International Journal of Nonprofit and Voluntary Sector Marketing, 11(4), Nov. pp 335-345.zh_TW
dc.relation.reference (參考文獻) 7. Lair, D.J., Sullivan, K. & Cheney, G.(2005) Marketization and the Recasting of the Professional Self – The Rhetoric and Ethics of Personal Branding. Management Communication Quarterly, 18(3) Feb. pp 307-343.zh_TW
dc.relation.reference (參考文獻) 8. McCracken, G.(1989) Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.zh_TW
dc.relation.reference (參考文獻) 9. Monari, G-L. (2006) High-profile promotion still favored. Med Ad News, 25(7). Jul. pp 1, 3.zh_TW
dc.relation.reference (參考文獻) 10. Papagiannidis, S. & Berry, J. (2007) What Has Been Learned from Emergent Music Business Models? International Journal of E-Business Research, 3(3), Jul/Sep. pp 25-39.zh_TW
dc.relation.reference (參考文獻) 11. Pringle, H. (2005) How marketers can use celebrities to sell more effectively. Journal of Consumer Behavior, 4(3), pp. 201-214.zh_TW
dc.relation.reference (參考文獻) 12. Roll, M. (2006) New paradigm for the Asian boardroom – brand equity. Journal of Business Strategy, 27, Nov 6, pp. 41-45.zh_TW
dc.relation.reference (參考文獻) 13. Seckler, V. (2006) How Hot Is Celebrity Fever?. WWD, 192(120), Dec 8, pp. 14.zh_TW
dc.relation.reference (參考文獻) 14. Schroeder, J.E. (2005) The Artist and the Band. European Journal of Marketing, 39(11/12) pp. 1291-1305, 1392.zh_TW
dc.relation.reference (參考文獻) 15. Steenbergen, S. (2005) Make Branding Work For You. Upholstery Manufacturing, 18(11), pp. 28.zh_TW
dc.relation.reference (參考文獻) 16. Truman, R. (2007) Brands that are law unto themselves. B&T Weekly, Feb 19, pp. 20.zh_TW
dc.relation.reference (參考文獻) 17. Trout, R. (2000) Licensed to Sell. B to B, 85(6) May 22. Pp 32.zh_TW
dc.relation.reference (參考文獻) 18. Weathered L. (2000) Trade Marking Celebrity Image: The Impact of Distinctiveness and use as a Trade Mark. Bond Law Review, 12(2). Pp 161-184.zh_TW
dc.relation.reference (參考文獻) Newspaperzh_TW
dc.relation.reference (參考文獻) 1. Agins, T. (2005) ‘New Reality: With Her Own Line, Pop Star Rides Rise In Celebrity Fashion; Upstaging Upscale Designers, Jessica Simpson Prepares For Big Launch in Stores; Nixing a ‘Cheesy’ Touch’ Wall Street Journal , June 9, p. A.1.zh_TW
dc.relation.reference (參考文獻) Reportzh_TW
dc.relation.reference (參考文獻) 1. Lee, R. (2007) Recent Development of Taiwan Music Market. IFPI.zh_TW
dc.relation.reference (參考文獻) Bookzh_TW
dc.relation.reference (參考文獻) 1. Pringle, H. (2005) Celebrity Sells (3rd Edition). Chichester, UK: John Wiley & Sons Ltd.zh_TW
dc.relation.reference (參考文獻) Thesiszh_TW
dc.relation.reference (參考文獻) 1. 沈怡蓉，「台灣流行音樂市場之整合興消傳播策略研究」，台北，民國94年1月‧zh_TW
dc.relation.reference (參考文獻) 2. 黃宏銘，「整合行銷傳播在唱片產業之應用研究」，台北，民國93年7月‧zh_TW
dc.relation.reference (參考文獻) 3. 張容瑛、周志龍，「台灣流行音樂產業網絡群聚與創作氛圍」，台北，民國92年‧zh_TW
dc.relation.reference (參考文獻) WWW Articlezh_TW
dc.relation.reference (參考文獻) 1. De Mesa A. (2004) Sell-ebrity Products Get Star Treatment. Brandchannel.com. Retrieved May 22, 2008 from http://www.brandchannel.com/features_effect.asp?pf_id=203zh_TW
dc.relation.reference (參考文獻) 2. Grannell C. & Jayawardena R. (2004) Celebrity Branding: Not as Glamorous as It Looks. Brandchannel.com. Retrieved April 20, 2008, from http://www.brandchannel.com/brand_speak.asp?bs_id=76zh_TW
dc.relation.reference (參考文獻) 3. Hofstrand, D. (2007) Setting Your Price. Bnet.com. Retrieved May 12, 2008, fromzh_TW
dc.relation.reference (參考文獻) http://www.extension.iastate.edu/AgDM/wholefarm/pdf/c5-17.pdfzh_TW
dc.relation.reference (參考文獻) 4. Olsen E. (2002). Slaves of Celebrity. www.salon.com. Retrieved April 26, 2008, from http://dir.salon.com/story/ent/feature/2002/09/18/idol_contract/zh_TW
dc.relation.reference (參考文獻) 5. Towle, A. P. (2003). Celebrity Branding. Hollywood Reporter. Retrieved April 18, 2007, from http://www.hollywoodreporter.com/thr/television/feature_display.jsp?vnu_content_id=2030984zh_TW
dc.relation.reference (參考文獻) 6. Wikipeida - http://en.wikipedia.org/wiki/Celebrity_brandingzh_TW
dc.relation.reference (參考文獻) 7. 林正文(2008). 王建民周邊商品 還會再漲嗎？全球華文行銷知識庫. Retrieved April 20, 2008,from http://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMContentNoID=49489&MMMediaType=SmartMGzh_TW
dc.relation.reference (參考文獻) 8. 潘玫均(2001). 本尊紅不讓 分身賣未煞 明星周邊商品 FANS 超級捧場. 自由時報. Retrieved April 19, 2007, from http://www.libertytimes.com.tw/2001/new/sep/11/life/fashion-1.htmzh_TW
dc.relation.reference (參考文獻) WEBSITESzh_TW
dc.relation.reference (參考文獻) 1. www.paid.comzh_TW
dc.relation.reference (參考文獻) 2. www.fanfire.comzh_TW
dc.relation.reference (參考文獻) 3. www.musictoday.comzh_TW
dc.relation.reference (參考文獻) 4. www.ilovesuperstar.comzh_TW
dc.relation.reference (參考文獻) 5. www.merchandise.com.twzh_TW
dc.relation.reference (參考文獻) 6. www.bplans.comzh_TW
dc.relation.reference (參考文獻) 7. www.bnet.comzh_TW
dc.relation.reference (參考文獻) 8. www.ifpi.com.twzh_TW
dc.relation.reference (參考文獻) 9. www.sonybmg.com.twzh_TW
dc.relation.reference (參考文獻) 10. http://triumvir3.com/zh_TW
dc.relation.reference (參考文獻) 11. www.beanstalk.comzh_TW
dc.relation.reference (參考文獻) 12. http://2k3dmz2.moea.gov.tw/GNWEB/default.aspx (Department of Statistics, Ministry of Economic Affairs)zh_TW
dc.relation.reference (參考文獻) 13. http://www.hitrust.com.tw/hitrustexe/frontend/default_tw.asp HI-TRUST網際威信zh_TW
dc.relation.reference (參考文獻) 14. www.brandchannel.comzh_TW
dc.relation.reference (參考文獻) 15. www.investopedia.comzh_TW
dc.relation.reference (參考文獻) 16. www.wikipedia.comzh_TW
dc.relation.reference (參考文獻) 17. www.trendwatching.comzh_TW
dc.relation.reference (參考文獻) 18. www.warnermusic.com.twzh_TW
dc.relation.reference (參考文獻) 19. www.umusic.com.twzh_TW
dc.relation.reference (參考文獻) 20. www.gogorock.comzh_TW
dc.relation.reference (參考文獻) 21. www.seedmusic.com.twzh_TW
dc.relation.reference (參考文獻) 22. www.forward.com.twzh_TW
dc.relation.reference (參考文獻) 23. www.emimusic.com.twzh_TW
dc.relation.reference (參考文獻) 24. www.avex.com.twzh_TW
dc.relation.reference (參考文獻) 25. www.linfair.com.twzh_TW
dc.relation.reference (參考文獻) 26. www.him.com.twzh_TW