個人品牌建立：斜槓的跨域學習演藝與廚藝之綜效研究

Abstract

網路是一個龐大資訊的載體也成了人們社交很重要的場域。這也促成許多商業模式與個人工作型態的改變。從電商平台與網紅經濟的興起，讓人們對自己的職涯規劃有了更多機會也有了更多的想像。上班族不再只滿足於從事朝九晚五領固定薪水的工作。希望透過網路成為意見領袖，經營個人品牌。更希望自己可以有多元的身份與多元的收入，成為現在最流行的斜槓青年。 研究生從藝人的身份企圖轉型，花 20 年的時間跨域學習，培養了多項斜槓的條件，創造了個人品牌。從個人的經驗中得到幾點心得。 一、斜槓的定義不只擁有多元工作、多元收入。斜槓的定義應該要有斜槓的心態，願意用開放的心，接觸多元事物，累積多元技能，讓工作與興趣結合，在專業的領域中創造出多元的工作機會，這樣的斜槓才能永續經營，擁有豐富的生活成為斜槓人生。二、擁有多項的斜槓是創造個人品牌的要素之一，經營個人品牌不用太刻意討好所有人，只要找到自己最喜歡最擅長的事做，就可以擁有鮮明的品牌個性，透過品牌定位，準確的行銷訴求，自然就能吸引同質性的受眾。三、經營個人品牌要善於利用網路社群平台，隨時觀察流量的變化，暸解受眾的喜愛。持續的與粉絲互動保持黏著度。四、要擁有無限的學習動力，保持終身學習，就能豐富品牌的內容。五、經營個人品牌需要的態度：敏銳觀察、主動積極、勤奮好學、勇於開創、樂於分享、堅持不倦。 知識與技能可以複製，但態度是一種特質，需要長時間的培養，讓自己「有意識」的培養這些特質，可以讓自己在經營個人品牌的道路上更有持續力，要創立一個品牌很容易，要能永續經營才是最大的學問，希望透過本研究可以作為想要自創個人品牌的朋友一些概括性的參考。The Internet is a huge information carrier and has become a very important place for people to socialize. This has also contributed to many changes in business models and personal work styles. From the rise of e-commerce platforms and Internet celebrity economy, people have more opportunities and more imagination about their career planning. Office workers are no longer just satisfied with working on a fixed salary from nine to five. I hope to become an opinion leader through the Internet and operate a personal brand. I also hope that I can have a diverse identity and diverse income, and become the most popular slash youth now. The graduate students attempted to transform from the identity of an artist, spent 20 years of cross-domain learning, cultivated a number of slash conditions, and created a personal brand. A few thoughts from personal experience. 1.The definition of slash not only has multiple jobs and multiple incomes. The definition of a slash should have a slash mentality, willing to use an open heart, contact multiple things, accumulate multiple skills, combine work and interest, and create multiple job opportunities in the professional field. This slash can last forever. Continue to operate and have a rich life becomes a slash life. 2.Having multiple slashes is also one of the elements of creating a personal brand. When operating a personal brand, you don’t have to deliberately please everyone. As long as you find what you like and do best, you can have a distinctive brand personality. Through brand positioning, accurate The marketing appeal of the company will naturally attract a homogeneous audience. 3. To operate a personal brand, we must be good at using online social platforms to observe changes in traffic at any time and understand the audience's favorites. Continue to interact with fans to maintain stickiness. 4. To have unlimited learning motivation and maintain lifelong learning, you can enrich the content of the brand. 5. Attitudes needed to operate a personal brand: keen observation, proactive, diligent, studious, creative, willing to share, and persistent. Knowledge and skills can be copied, but attitude is a trait that requires long-term training. Let yourself "consciously" cultivate these traits, which can make yourself more sustainable on the road of running your own brand. It is easy to create a brand Sustainability is the biggest learning. I hope this research can serve as a general reference for friends who want to create their own personal brand.