Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/131322
|
| Title: | 以價值共創觀點探討圖文插畫家與利害關係人之互動
The Interaction between SNS-Based Illustrators and their Stakeholders: The Perspective of Value Co-Creation |
| Authors: | 黃亭瑋
Huang, Ting-Wei |
| Contributors: | 張瑜倩
Chang, Yu-Chien
黃亭瑋
Huang, Ting-Wei |
| Keywords: | 角色經濟
角色品牌
價值共創
利害關係人
文化創意產業
Economy of character
Brand character
Value co-creation
Multi-stakeholder
Cultural and creative industry |
| Date: | 2020 |
| Abstract: | 插畫家筆下的虛擬角色正在發揮巨大的影響力深入大眾的日常。隨著社群媒體平台的普及，台灣角色品牌開創與國外主流市場不同的一條路，為因應此發展浪潮，文創經紀人、相關廠商和角色行銷順勢興起。另一方面，在學術討論中，價值共創理論雖發展多年，但在行銷領域中，關注所有利害關係人價值共創的研究仍非主流。此外，雖過去文獻指出，服務主導邏輯理論與今日利害關係人導向品牌時代的論述有匯流趨勢，然而結合利害關係人、品牌體驗流程以及價值共創的研究卻不多，更缺乏應用在文創產業的研究。
本研究旨在從價值共創理論的觀點，探討「台灣圖文插畫家如何與利害關係人進行價值共創？」並以插畫家創作背景、角色品牌、IP 變現能力等三大標準作為個案挑選原則，最終篩選出「某人日常」和「小黃間」作為研究個案，藉由深度訪談法、網路民族誌、非參與式觀察法，深入探討圖文插畫家與經紀人、廠商、粉絲之間的互動和關係。
本研究分析國內角色產業特性以及所面臨的威脅與機會，並就產業的發展脈絡，提出角色品牌須具備三點基礎能力及四點經營策略。且進一步分析產業中參與者追求的價值，及分析現有價值共創模式，最後提出新的研究架構，從更全面角度詮釋角色產業的共創模式。此外，本研究亦指出價值共創流程中圖文插畫家與文化中介者在創意與市場的角力，亦即經紀人定位的難處及扮演協調者的重要性、社群平台的機制及歸屬性氛圍對粉絲在價值共創中的影響，以及利害關係人對於品牌的作用。本研究建議未來價值共創之文獻，可專注於文創產業不同場域中參與者所重視的價值以及共創模式，並提供以利害關係人為標的研究之參考依據。
Fictional characters and their stories created by illustrators have been making an impact on people’s daily life. With the popularity of social networking sites (SNS) or platforms, Taiwanese illustrators find their path different from the global mainstream market. With the increasing demand of the economy of characters, agents, related business, and the application of character marketing have emerged. Additionally, the concept of value co-creation has developed over the decades. However, the research based on the value co-creation from the multi-stakeholder approach in the field of marketing remains underexplored. While previous research has the trend to combine discussions on service-dominant logic and branding, there is relative limited research on stakeholders, brand relationship experience as well as value co-creation, in particular in cultural and creative industries.
This paper aims to explore “how Taiwanese SNS-based illustrators co-create value with their stakeholders centering on developing brands?” With the criteria of the illustrators’ background, the brand character itself and IP liquidity, “nobody’s daily” and “little yellow studio” were selected as cases. Through in-depth interviews, netnography, and non-participant observation, this study investigates deeply into the interaction among illustrators, agents, corporations, and fans.
Based on the context, this paper proposes that a brand character needed to possess three basic capabilities and adopted four business strategies. Furthermore, actors’ value and their process of value co-creation are revealed. In the end, a proposed framework interprets the stakeholder value co-creation in the character industry comprehensively. The result also points out several issues: the conflict of creativity and market between illustrators and cultural intermediaries; namely, agents’ dilemma and the importance of playing an orchestrator, the influence of platform mechanism and a sense of belonging on fans, and the effect of multi-stakeholder on the brand character. This suggests that future research could focus on values actors concerned and the application of stakeholder value co-creation in cultural and creative industries. |
| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
107364128 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107364128 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 412801.pdf | | 21912Kb | Adobe PDF2 | 166 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
