A Study of Taiwan Pop Music Singers Marketing Strategy - A Case of A-Lin

• Main Authors: HUANG,CHENG-HSUAN, 黃振軒
• Other Authors: CHIANG,HSIANG-TSAI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/q2xb3k

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 106 === Abstract In recent years, Taiwan’s pop music industry has been affected by the rise of the China’s film and television entertainment industry. Coupled with disruptive innovation in the market, Taiwan's top singers have fewer new release and there are also less debuts. In addition, more of singing talent shows and rapidly making internet celebrity are also one of the reasons why pop music singers can hardly success. This research is based on the 4P marketing strategy to analyze and study, with the Taiwanese pop singer A-Lin debuting 12 years of "birth", "stagnation", "growth", "transformation", "glow" five different periods of time, the marketing strategy of agent.Through case analysis, secondary data analysis, and face-to-face interviews with A-Lin, we finally summed up the key points to the success of Taiwan pop music singers. The results of this study show that in the 4P marketing strategy, products (pop singers) are still the key roles. The quality of music productions determines the positioning of the brand. In addition, the personal traits, growth stories, and creative ideas of the singer are more important than copywriting and media propaganda. So the highest of marketing products is selling a value; selling a deep feeling of touching.Moreover, you could certainly influence and help more people by making good use of the brands.