透過服務設計觀點建立獨立音樂的 樂迷經營新模式

THUIR > College of Management > Department of Information Management > Master's Theses > Item 310901/31117

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/31117

Title:	透過服務設計觀點建立獨立音樂的樂迷經營新模式
Other Titles:	A Novel Fan Relationship Management Strategy in Independent Music through Service Design Perspectives
Authors:	陳彥齊 CHEN, YEN-CHI
Contributors:	余心淳 YU, HSIN-CHUN 資訊管理學系
Keywords:	服務設計;獨立音樂;樂迷經營;體驗行銷;感性工學 service design;independent music;music fan relationship management;experience marketing;kansei engineering
Date:	2018
Issue Date:	2019-01-10T09:07:59Z (UTC)
Abstract:	獨立音樂因為包含了歷史文化與社會時事等豐富內涵，其著重思想元素和內心的表達方式吸引了越來越多年輕人投入獨立音樂創作的工作。但近年來隨著音樂產業產銷平台的數位網路化，造成消費模式的轉變。新興獨立音樂人如何有效的提升自身知名度與樂迷忠誠度以達到行銷之目的，是一門迫切之課題。而音樂是一種複雜的體驗，其具有無形性、異質性和易逝性等特點，相對於一般商品而言，與服務的範疇更為接近。因此，本論文以台灣新興獨立音樂人之樂迷關係經營為目標，在研究方法中引入服務設計流程，重新設計樂迷的經營模式，包含表演服務流程改善與品牌形象設計等研究項目。本研究透過實際參與觀察以及關係人、專家與用戶訪談進行樂迷行為研究資料蒐集，以服務設計工作團隊進行資料分析與創意發想，其中包含以虛擬人物形塑目標客群，繪製顧客旅程地圖理解流程痛點，或是接觸點分析等方式，導入服務設計之概念與方法，強調以人為本觀點之重要性，並以體驗、系統與流程作為思考依據，運用跨領域與多面向的方法與工具洞察樂迷需求。藉此對樂迷有更全面化的了解，並且激發更多創意想法。本研究透過服務設計流程實作，建立可應用於獨立音樂領域之表演服務流程與樂迷經營模式，依據其研究成果之設計概念建置出服務原型，包含獨立音樂人形象標誌、表演資訊海報視覺化以及整合iBeacon微定位功能與智能手機應用程式系統等多面向的應用解決方案。本論文為首次將服務設計導入獨立音樂樂迷經營模式之研究，同時藉由相關體驗行銷、顧客需求、顧客關係管理與感性工學等領域文獻的支持，使獨立音樂樂迷經營能有實質效益的改變，相較於其他關於音樂行銷之研究，提出了更具創新意義與容易實現之結論，成功體現與其他獨立音樂人的差異優勢，達到提升樂迷忠誠度與獨立音樂人行銷之目的。 As music contains rich connotations，such as historic culture and current social events，independent music presentation that focuses on ideological elements and innermost being has attracted more and more young people to be engaged in independent music creation. However，with the digitalization and network-wise development of the music industry production-marketing platform in recent years，the consumption model is changed. How could emerging independent musicians effectively raise their publicity and music fan loyalty to achieve the purpose of marketing is an urgent task. Music is a kind of complex experience and has the characteristics of intangibility， heterogeneity， and perishability，thus，it is closer to the category of service relative to general commodities. Therefore，this thesis takes the relationship of music fan relationship management for emerging and independent musicians in Taiwan as the objective，and introduces the service design process to redesign the music fan relationship management model， including performance service process improvement， brand image design， and other research items. This study collects research data concerning music fan behaviors through actual participation and observations，as well as interviews with related parties， experts， and users；data analysis and creative development are conducted by the service design work team，including methods for target customer group creation with virtual characters，and customer journey mapping to understand the difficult points of the process or contact analysis；the service design concepts and methods are introduced to emphasize the importance of the people-oriented point of view. Interdisciplinary and multi-faceted methods and tools are applied to gain insight into the needs of music fans， as based on the experience，the system，and the process. Thus，a more comprehensive understanding of music fans is achieved and more creative ideas are inspired. In this study，a performing service process and music fan relationship management model for application in the independent music field is established through service design process practices， and a design prototype is constructed according to the design concepts of the study results，including independent musician image logos，performance information poster visualization， an iBeacon micro-positioning system，and a smart phone application system，which are integrated with other multi-faceted application solutions. This thesis is the first study to introduce service design into the independent music fan relationship management model. With the support of literature in the fields of relevant experience marketing，customer demand，customer relationship management，and Kansei engineering，real and beneficial changes can be made to independent music fan relationship management. Compared with other studies on music marketing，this study offers conclusions that have more innovative significance，which can easily be realized and successfully reflect advantages different from other independent musicians，thus， achieving the objectives of increasing music fan loyalty and independent musician marketing.
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