經營類實境節目置入性行銷之社群口碑研究： 《嗨！營業中》個案研究

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题名:	經營類實境節目置入性行銷之社群口碑研究：《嗨！營業中》個案研究 A Study on the Word-of-Mouth in Social Media of Product Placement in Slow Reality Show: Take “Hi, Come in” as an example
作者:	王瀅瑄 WANG, YING-HSUAN
贡献者:	新聞學系
关键词:	實境秀置入性行銷社群口碑慢綜藝嗨！營業中 Reality show Product Placement Slow Reality Show Social Media Word-of-Mouth
日期:	2024
上传时间:	2025-02-24 13:06:48 (UTC+8)
摘要:	本研究針對慢綜藝經營實境秀《嗨！營業中》之置入的商品進行手法分析與社群口碑之研究。《嗨！營業中》是由TVBS、好看娛樂製作的台灣首檔以餐廳經營為主題的經營類實境秀，首集就由藝人將廢墟老屋親手打造成可營業的餐廳，節目方與小農合作、讓演員透過摘種親手取得食材，結合田園生活與餐廳經營，其中置入之商品包括食品、廚具、醬料等，甚至在節目播出後獲得網友熱烈迴響，敲碗節目組推出主廚特製調理包與罐裝調飲。欲探討其置入情形為何，本研究將其12集節目片尾的感謝名單作為置入依據，總計65個品牌，並根據其商品進行分類，並將其分為食品、服飾、旅遊、餐廚設備、景觀與裝潢、清潔用品、交通、住宿八種類別。在過去的研究裡，透過量化研究雖能看出行銷效果端，但較無法看出其置入性行銷環節與劇集內容之結合，故本研究透過分析劇集內容，來探討置入性行銷之商品劇情特色，並結合社群口碑，自然地捕捉閱聽人自發性的回應與討論，檢視節目中置入的商品是否能引起網友共鳴。透過「QuickseeK快析輿情資料庫」進行主回文的爬梳與社群正負面聲量統計。研究發現在經營類實境秀的置入性行銷劇情中，多是以視聽覺並重的方式呈現產品／品牌，透過演員使用並給產品／品牌特寫鏡頭，搭配簡單使用心得與產品特色之介紹，較少提及品牌或產品名稱，以擺設等視覺方式呈現，營造較不刻意的置入方式，有別於過去鄉土劇、偶像劇等剛硬且制式化的口播與廣告台詞，慢綜藝經營類實境節目之置入方式較柔性，形成強烈對比，此外，置入性行銷之商品與生活越貼近且置入方式，越容易引起網友迴響。 This study focuses on the product placement in the slow reality show Hi! Come in. Produced by TVBS, Hi! Come in is Taiwan's first reality show centered on restaurant management. In its premiere episode, the cast transformed an abandoned old house into a functional restaurant. The show collaborated with small-scale farmers, allowing the actors to harvest ingredients directly from the fields, blending rural lifestyle with restaurant operations. Products featured in the show included kitchenware, condiments, and even chef-prepared meal kits and bottled drinks, which received enthusiastic responses from viewers, who eagerly called for these items to be released post-show. To explore the product placement strategies, this study analyzed the end credits of all 12 episodes, identifying 65 brands featured in the program. These brands were categorized into eight types: food, apparel, travel, kitchen and dining equipment, landscaping and decor, cleaning supplies, transportation, and accommodations. While previous studies often relied on quantitative methods to evaluate marketing outcomes, such approaches fall short in examining how product placement integrates with the narrative content of the show. Therefore, this study analyzed the episodes’ content to explore the narrative features of product placements, while also leveraging social media feedback to naturally capture viewers' spontaneous responses and discussions. The findings reveal that in business-themed reality shows, product placement is typically presented through balanced audiovisual methods. Products and brands are showcased through actor usage, close-up shots, and simple descriptions of product features or experiences. Unlike the rigid and formulaic approaches in traditional dramas, such as overt verbal endorsements or scripted dialogues, Hi! Come in employs a subtler, more natural placement style. For example, products are often incorporated into the setting or used in ways that blend seamlessly into the storyline. This soft-sell approach contrasts sharply with the hard-sell techniques of soap operas or idol dramas. Furthermore, the closer the products and their placement styles align with everyday life, the more likely they are to resonate with viewers.
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