網路紅人市場定位與商業模式之探討-以Q力伊萊-Elijah Kewley 池東澤為例

Abstract

網路紅人已於社群媒體領域中成為具有廣泛社會和商業影響力的關鍵人物，這些數位影響者(influencer)不僅吸引大量追隨者，不僅引起公眾關注，亦成為企業市場策略中重要的合作夥伴。而且成為企業行銷策略中積極追求的合作夥伴。網路紅人要持續經營「自我」這個品牌，不僅需要持續創作，更需一套精密且多元化的商業模式來平衡多方利益—包括自我價值、企業品牌商、廣告經紀公司、平台業者，以及粉絲觀眾。此外，他們需擁有清晰有效的市場定位和內容推廣策略，以保持粉絲群與商業合作間的利益均衡。本研究透過文獻回顧法蒐集資料，個案分析法選擇有代表性和全面性經營的親子網紅為本研究的對象，深度訪談法進行開放性的訪談，來進一步瞭解網路紅人如何策略性地定位自己、建立及運用有效的商業模式、以及粉絲經營等議題，結果顯示清晰的市場定位有助於商業模式的成熟與穩固。透過本研究提供給有志成為網路紅人或提供與此領域相關的研究者相關建議，為未來研究和實務應用參考。In the social media landscape, influencers have emerged as pivotal figures with significant social and commercial impact. These influencers, by attracting a large following, not only garner public attention but also become essential partners in corporate marketing strategies. To effectively manage their'personal brand', influencers must engage in continuous creative output and develop a precise and diverse business model. This model seeks to balance various interests, including personal values, corporate brands, advertising agencies, platform operators, and fanbases. Additionally, they require clear and effective market positioning and content promotion strategies to ensure a balance between fan base engagement and commercial collaborations. This study utilizes a literature review for data collection, case analysis to focus on representative and comprehensive parent-child influencers, and in-depth interviews for open-ended discussions. It aims to explore how influencers strategically position themselves, establish and implement effective business models, and manage their fan interactions. The findings indicate that distinct market positioning significantly aids in the development and stabilization of business models. This research offers insights and recommendations for aspiring influencers and researchers in this domain, providing a suggestion for future academic and practical endeavors.