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    Title: YouTube之運動行銷研究-以世大運為例
    Research of Sports Marketing on YouTube-Taking Taipei Summer Universiade as An Example
    Authors: 林宥綸
    Lin, Yu-Lun
    Contributors: 白佩玉
    林宥綸
    Lin, Yu-Lun
    Keywords: 整合行銷溝通
    態度
    品牌聯想
    YouTuber
    業配影音
    Integrated Marketing Communications
    Attitudes
    Brand Associations
    Youtuber
    Sponsored Video
    Date: 2018
    Issue Date: 2018-07-13 15:21:17 (UTC+8)
    Abstract: 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。
    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.
    Reference: YouTuber職業興起!網紅 HOWHOW:我從小也只知念書。聯合新聞網,取自https://udn.com/news/story/7269/2913063

    業配之王HowHow一人製片團隊,解析爆紅Youtuber之路。TRANSBIZ,取自
    https://transbiz.com.tw/業配-howhow-youtuber/

    2017年夏季世界大學運動會。維基百科,取自
    https://zh.wikipedia.org/wiki/2017年夏季世界大學運動會#申辦過程

    九月 口碑行銷|口碑聲量爆發!世大運大獲成功的3個關鍵行銷策略。GE MARKETING,取自http://www.gemarketing.com.tw/relatnews/story/universiade/

    世大運影片省25萬!掀「谷阿莫」vs「古摸零」大戰(2016/08/03)。東森新聞,取自https://news.ebc.net.tw/news.php?nid=31337

    Anny。世大運開幕了,回顧這些社群瘋傳的創意行銷哪個最深植人心(2017/8/21)。Inside,取自https://www.inside.com.tw/2017/08/21/taipei-2017-universiade-social-media-marketing

    臺北市政府觀光傳播局。Taipei in Motion! 比賽尚未開始 臺北世大運已在國際獲獎。台北市政府,取自https://www.gov.taipei/News_Content.aspx?n=F0DDAF49B89E9413&sms=72544237BBE4C5F6&s=8864A173DE306CE7

    Bill Tou。柯P或成最大網紅?一窺世大運 X Youtuber 行銷的背後脈絡。Medium,取自https://medium.com/@BillTou/柯p-或成最大網紅-一窺世大運-x-youtuber-行銷的背後脈絡-7252ffa45362

    「台北,我的主場」,從世大運看「有感行銷」。Smart人人,取自https://www.smartm.com.tw/article/34303538cea3

    台北世大運成功落幕,是因為這個團隊這樣合作…。Hami書城,取自https://blog.hamibook.com.tw/新聞時事/台北世大運成功落幕,是因為這個團隊這樣合作/
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363086
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105363086
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.MBA.040.2018.F08
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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