| 摘要: | 論文名稱：KTV品牌行銷策略之研究-以錢櫃KTV品牌為例
總頁數：88
校(院)所組別：中國文化大學全球品牌與行銷碩士在職學位學程
畢業時間及提要別：一一三學年度第一學期碩士學位論文
研究生：楊莊敬
指導教授：游慧茹
論文提要內容：
本研究以台灣錢櫃 KTV 為個案，旨在深入研究其品牌行銷策略，特別聚焦於五力分析法、SWOT 分析法、行銷 4P 分析。在當今快速變遷的社會中，KTV 已經演變成一個不僅提供歌唱服務的場所，更是提供多元娛樂體驗和社交空間的文化標誌。錢櫃KTV以其高品質的音響、獨特的場內裝潢、多元化的歌曲選擇聞名，成功吸引不同族群的消費者，使其在競爭激烈的市場中保持領先地位。
源自對錢櫃 KTV 獨特品牌和對消費者情感的深度。錢櫃 KTV 不僅提供歌唱服務，更是一個引領潮流的文化標誌。引發對於品牌如何在市場變革中保持其獨特情感價值的探究。透過對其行銷策略的研究，本研究期望不僅瞭解一個品牌的成功之道，更能夠預測 KTV 產業未來的走向，為整個娛樂行業的可持續發展提供有價值的啟示。
預期的研究成果將不僅僅是對錢櫃 KTV 的品牌行銷策略進行深入的理論和實務分析，同時也是對整個娛樂行業的品牌管理提供的實用建議。我們的目標是通過此研究，推動KTV產業的可持續發展。
關鍵詞: 行銷 4P 分析、SWOT 分析法、五力分析法、KTV 產業
The Research On KTV Brand Marketing Strategy Takes The CashBox Party KTV Brand As An Example
Student: Yang-Chuang Yang
Advisor: Prof . Huei-Ju Yu
Chinese Culture University
ABSTRACT
This study takes Taiwan's Cash Box KTV as a case study and aims to conduct an in-depth study of its brand marketing strategy, with a special focus on marketing 4P analysis, SWOT analysis and five forces analysis. In today's rapidly changing society, KTV has evolved into a place that not only provides singing services, but also a cultural symbol that provides diverse entertainment experiences and social spaces.
Qiangui KTV is famous for its high-quality audio, unique interior decoration, and diversified song selections. It has successfully attracted consumers from different ethnic groups, allowing it to maintain its leading position in the fiercely competitive market.
It comes from the unique brand of Qiangui KTV and the depth of consumer emotions. Qiangui KTV not only provides singing services,but also is a trend-setting cultural symbol. Triggering exploration into how brands maintain their unique emotional value amid market changes. Through the study of its marketing strategies, this study hopes to not only understand the success of a brand, but also predict the future direction of the KTV industry and provide valuable inspiration for the sustainable development of the entire entertainment indus try.
The expected research results will not only be an in-depth theoretical and practical analysis of the brand marketing strategy of KTV, but also provide practical suggestions for brand management in the entire en
tertainment industry. Our goal is to promote the sustainable development of the KTV industry through this research.
Keywords: Marketing 4P analysis, SWOT analysis, five forces analy-sis, KTV industr |
