文化創意產業商品行銷策略之研究－以兩蔣Q版公仔為例

Abstract

本論文的研究，在於探討兩蔣Q版公仔的行銷策略在角色行銷上的運用。了解桃園縣觀光行銷局委託販售的兩蔣Q版公仔與蔣堂物賞販售的兩蔣Q版公仔的行銷策略。並做兩者的分析比較。期能提供角色行銷未來在文創產業的的行銷策略研究方向。 採質性研究的方式，以桃園縣觀光行銷局及蔣堂物賞的兩蔣Q版公仔為研究對象，利用文獻分析法、次級資料蒐集、深度訪談法取得研究資料，探討兩蔣Q版公仔的行銷策略在角色行銷上的策略運用現況，而後提出結論及建議，期望為日後角色產業的行銷推廣，奠定研究基石。 本研究發現如下， 1.豐富的歷史背景，深厚的故事內涵，來操作策略行銷兩蔣Q版公仔。2.兩蔣Q版公仔的產品策略，為顛覆兩蔣傳統的既定嚴肅形象，軟化兩蔣形象，拉近與消費者的距離。 3.兩蔣Q版公仔的產品品牌定位明確。4.為提高產品的銷售，利用奇數訂價法、辦理產品價格優惠策略、限量產品策略。5.以大陸客群及國際觀光客為主，國內觀光客為輔的通路策略。6.網路商店通路，委託廠商因受公部門的販賣期限，無法如蔣堂能夠繼續網路的行銷。7.公部門的兩蔣Q版公仔的角色行銷運用，可當兩蔣文化園區的代言形象，非公部門蔣堂的角色行銷，則可代言蔣堂這家商店，並建立品牌形象。8.文化創意產業的體驗活動，更能彰顯文化創意產品的價值及回憶。9.兩蔣Q版公仔的角色行銷的創造話題，必須持續，才能永保角色活力。

Abstract This study is to probe into the application of the character marketing on the marketing strategies of The Jiangs’Figurines and also to find out its selling tactics which are entrusted sold by Taoyuan County Government Tourism Promotion Bureau and Jiang’s Talk. To compare and analysis of both, the expectation is to provide the marketing strategies research orientation for the cultural creativity industry in future character marketing. Use the method of qualitative research by taking The Jiangs’Figurines in both Taoyuan County Government Tourism Promotion Bureau and Jiang’s Talk as the object of study. Collecting information by utilizing documentary analysis, secondary data collection and depth interview, understanding the status application in the character marketing on the marketing strategies of The Jiangs’Figurines, proposing the conclusion and suggestions afterwards,expecting this can establish the researching cornerstone for character industry in future promoting. This study discovered as below （a）Use the abundant historical background and the profound stories connotation to operate the strategies in marketing The Jiangs’ Figurines. （b）The product strategy of The Jiangs’ Figurines is subverting and also soften the established serious image of the Jiangs(Chiang Kai-shek and Chiang Ching-kuo) to shorten the distance between the consumers. （c）The brand of The Jiangs’Figurines’is clearly fixed position. （d）To raise the product selling by using the odd pricing method, strategy of preferential price and limited edition. （e）The channel strategy is majorly China customers and international tourists accompany with minor domestic tourists. （f）The channel of internet shops are not able to proceed marketing as Jiang’s Talk because the selling time of entrust shops is limited by government department. （g）The character marketing application for The Jiangs’ Figurines of government departments can be use as the endorsement image of Chiang Culture Park; for non-government departments,it can endorse The Jiang’s Talk and also build the brand image. （h）The experiencing activities of the cultural creativity industry can manifest the value and memory of its products. （i）The subject initiation of The Jiangs’ Figurines’ character marketing shall prolong to maintain the vitality of the character.