從品牌權益觀點探究電視節目品牌與主持人品牌之影響：以綜藝類節目為例

Abstract

新媒體時代來臨，各媒介平台間的界線漸趨模糊且內容高度流通。於此脈絡下，傳統電視的內容製造者得跳脫過往的製播框架，強化自身的競爭優勢，以期在不同平台間，藉其內容維繫及提升閱聽眾忠誠度。有鑑於此，本研究旨在以媒體品牌權益的角度檢視電視節目採取品牌化策略時有哪些至為關鍵的要素，及其所能產生的效益對於節目品牌忠誠度而言有何幫助。透過網路問卷調查法，本研究發現，節目品牌和主持人品牌對節目品牌忠誠度之塑造具有顯著的影響，其中，又以節目感知品質和主持人關聯性最具影響力。除此之外，節目品牌和主持人品牌之間亦具有正向回饋的關係，並能進一步將所得之品牌效益匯流於節目整體品牌權益之上，達成綜效。最後，本研究提出幾點具體建議：傳統電視內容業者應改變以往重頻道輕節目的經營策略，強化個別節目的品牌權益，同時以人為出發點，打造強勢主持人品牌，以創造節目利基點。

In the era of new media, the boundary between each media platform is becoming blurred, and the content in between is highly interlinked. Under this context, the content providers of traditional TV must think out of the box, using the strategy of “branding” to reinforce their own competitive advantages. By doing so, it’s highly possible for them to strengthen their audience equity, so as to stand out among competitors in different platforms by their strong brands. As a consequence, the present study attempts to find out the critical factors that matter when a TV variety show wants to make the best use of the branding strategy. This study adopts the method of online survey, looking into the effects of show brand and host brand on the show’s brand loyalty, and further examining the interrelationship of co-branding between the two.

The results show that the show brand and the host brand positively impact the formation of the show’s brand loyalty. Furthermore, the results indicate that a reciprocal effect between the show brand and the host brand is beneficial as well, because by branding together they can create synergistic benefits on brand loyalty. Finally, this study points out several managerial implications. The content providers of traditional TV strengthen individual show’s brand equity. At the meanwhile, they should regard human as their focal point, building a strong host brand in order to create niche for the show.