| Summary: | 碩士 === 國立宜蘭大學 === 經營管理研究所碩士班 === 97 === In recent years, the "Indie music" has deeply influence on the lives of young people in Taiwan. There are more than 100,000 people participate Formoz Festival and Spring Scream every year. Furthermore, the audience of Hohaiyan Rock Festival were even over 51,000 last year. Indie music develops in Live Pub, Coffee Shop, Indie Record Companies and Individual Music Studios in all parts of Taiwan. "Indie music" is not only a symbolic of the spirit and the life style but also the powerful effect upon the consumer markets.
Indie music is the music distribution model not subject to political and commercial. CD sales have been declining year by year, the music industry's production-oriented model of the past have produced a high degree of risk, therefore, in order to meet consumer demand for the main purpose of the "marketing orientation" will be the future trend. Therefore this study will be used ZMET, to explore the motives and needs of fans of indie music, and to identify indie music brand archetype, and to provide the proposed of marketing and building brand image for relevant units.
The results of this study, the brand archetype of "indie music" include the characteristics of " Innocent " and "Explorer", " Sage " and " Jester ", the common notion of the four archetype is "be yourself." Therefore, for record companies, the four archetype can be a benchmark to make or pick the artists and bands, or implement the activities related to the indie music.
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