流行音樂公司運用Facebook做為社會網路服務網站行銷之研究

Abstract

在Web 2.0的數位化時代，網際網路技術不斷地創新發展與迅速變遷，社會網路服務(SNS)的各項技術應用也越來越趨普及。由於社會網路服務的網站具有較豐富且多樣的功能與特性，遂成為現今人類最常運用在訊息傳遞與社會互動上的重要媒介。在Web 2.0尚未出現的時代，流行音樂產業產品宣傳的方式主要以實體通路與平面廣告宣傳為主；而Web 2.0出現後，開始運用網站、Facebook、YouTube等具社會網路服務性質的網站來建立其產品的知名度及曝光率，希冀藉由提供不同功能的社會網路服務網站，進行產品訊息的多元媒介傳播，以及與消費者建立零距離的互動和溝通。 人與人之間的互動溝通關係在於訊息或情感的相互傳遞與分享。本研究將運用人際關係的互動與溝通理論之相關概念，探討本研究個案公司如何透過社會網路服務網站的特質，匯聚人群並建立與歌迷間緊密的黏著度，提高與樂迷間密切互動的關係，透過此現象分析並瞭解流行音樂公司如何維繫與粉絲之間的親密程度；除尋求更多的社會支持外，是否亦達到其它附加價值，並推測此種連結方式是否能有更多其他發展或演變之可能性。 本研究將透過深度訪談法，訪談與流行音樂產業相關的學者及流行音樂專業人士和歌手，瞭解目前國內某唱片公司在經營Facebook粉絲專頁時可能遇到的狀況，以及經營Facebook粉絲專頁與歌迷互動會有何不同於以往的影響等，並分析本研究個案公司將如何透過這些情況來影響個人與樂迷之間的黏著度，以獲得較多的支持或鼓勵等等，皆是令人深思與期許的議題。 而目前社會網路服務網站正處於成熟發展的階段，以流行音樂產業結合社會網路服務網站行銷為主要討論議題之各項學術文獻比例較低，故本研究希冀能以此議題做初步探討，將研究成果提供給流行音樂產業業者以及學術界做參考，並期許社會網路服務在這科技迅速變遷的時代，能夠有更多元化發展機會與價值。In the digital era of Web 2.0, the innovation and development of internet technology was changed very fast. And Social network service (SNS) of the technology became more and more popular, therefore, because of the web sites had many abundant functions and characteristics, it would become the important media of people for using exchanging the message and social interaction. In the past, the popular music industry used the physical channels and advertising to their product promotion. Now, they had begun to use websites, Facebook, YouTube and other social network service websites to create their awareness and exposure of products. They hoped that they could by the different types of social network service websites for more product information and multi-media communications, and decreased the distance of interaction with fans. Interactive communication relationship between people is the mutual transfer and sharing of the message or emotion. In this study, the use of interpersonal interaction and communication related concepts in depth explore about the domestic singer how to use the characteristics of Social network service sites, aggregation crowd and to establish the stickiness of adhesion between closely with fans, and to enhance the relationship of the close interaction between the singers and fans, through this phenomenon and to understand how to maintain the relationship between the singer and fans. In addition to seeking more social support, whether also achieve additional value, and speculated that such a link the way they have the possibility of more development or evolution. By in-depth interviews, we can learn more and more about the different situations of the music company in operating social network service sites from the scholars and popular music staffs through in-depth interviews, and using Facebook Pages to interact with fans, and know about what are the different effects in the singer how will through these situations affect the stickiness of adhesion between the individual and the fans to get more support or encourage, even the impact on. The sites of social network services are in the mature stage of development, and less to discuss the title of popular music industry using social network service sites to market with the academic literature in Taiwan. So, this study hope to discuss a new issue of research and provide the research results to the popular music industry and academia. Finally, this study wish social network services may have more development opportunities and value in this era of rapidly changing technology.