Singer-songwriter Is Better? Research on the Positioning Strategy of Mandopop Singers

• Main Authors: Wei-Chieh Pan, 潘韋傑
• Other Authors: Jung-Hua Chang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/25ju8v

碩士 === 國立中山大學 === 行銷傳播管理研究所 === 106 === Pop music traverses different cultures and languages, reflecting contemporary life and values. It is an important medium and available to everyone nowadays. Taiwanese pop music industry began to internationalize in the 1990s, the industrial structure changed drastically and led to a change in the marketing strategy of the record companies. In addition, the value of Taiwanese popular music market has been decreasing year by year, record companies must operate singer carefully. There are many top singers exist in the market, the introduction of new singers is also very difficult. How to find the right market position for singers and bring the greatest economic benefits are record companies must face squarely. In this study, two 2×2 quantitative experiments were carried out using the quantitative research of laboratory experiment as the main method, and supplemented by the secondary data analysis method. The new singer''s orientation was explored to analyze how the singer-songwriter and non-songwriter affect the consumer''s curiosity, identity and further idolization. In addition, in the impression management, whether the execution of the imitation strategy will make consumers have different influence on the singer''s curiosity and identity, and whether the singer''s gender and its positioning method are compatible is the focus of this study. The study found that whether singers positioned as songwriter or non-songwriter, do not have difference in curiosity and identity with consumers, and that they will not have further idolization. Imitation strategies are no longer what pop music singers should take. The impression management must highlight the singer''s personal characteristics to enhance consumers'' curiosity, identity and idolization; male singers must have songwriting ability to have a higher chance of getting consumers'' curiosity and identity. Gender stereotypes exist in pop music market, but this phenomenon does not further affect the consumption behavior of idolization.