同人誌販售會之行銷模式探討

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Title:	同人誌販售會之行銷模式探討
Authors:	盧姿霈
Contributors:	新聞學系
Keywords:	同人誌販售會 Doujinshi convention Doujinshi convention 行銷模式 marketing model 迷 fan
Date:	2012
Issue Date:	2012-11-20 09:29:30 (UTC+8)
Abstract:	「同人誌」販售會是一個創意與交流的地方，每年「同人誌」販售會所創造出來的產值不比國際書展差，但與國際書展不同的點是，「同人誌」販售會內所有的商品都是由「迷」自行創作及生產，不同於商業體系下的考量，更有創意及對所喜愛的事物是最純粹的表達，所以「同人誌」販售會內的重點不只是商品，還有「迷」與「迷」之間的交流。本研究以質性研究方式探討「同人誌」販售會行銷模式。以深度訪談法分別訪談單純消費者、社團參與者和主辦單位，試圖建構出三方間的關係與對「同人誌」販售會的行銷模式影響，其中社團參與者因為是產品的創造者及生產者，但同時又兼具消費者身份，在這特殊的情況下，無法以傳統的行銷模式說明，因此本研究以消費者接收到的資訊與社團參與者提供的訪談內容，反推內容做為行銷模式的建構。研究結果發現，「同人誌」販售會的行銷模式中，社團參與者是最主要影響因素，單純消費者及主辦單位的角色較為單一，但社團參與者除了創造商品外，還在「迷」與「迷」之間的交流佔有重要角色，主導了「同人誌」販售會的進行，並且吸引單純消費者參加「同人誌」販售會。 This study used the qualitative research methods to investigate the marketing model of Doujinshi convention. In-depth interviews with consumers, community participants and organizers, were conducted to construct the marketing model of Doujinshi convention. This study found that societies participants in Doujinshi convention are not only the creators and producers of merchandizes, but also the consumers of those products. Therefore, the societies participants are the key roles in Doujinshi convention, because they are not only creator of the commodity, buy also enhancing the interim of fans. Moreover, the societies participates dominantly decide the marketing of Doujinshi convention and thus attract the consumers’ consumption behaviors.
Appears in Collections:	[Department of Journalism & Graduate Institute of Journalism] thesis

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