應用內容分析技術於音樂節之社群媒體關係管理

Abstract

在科技環境及消費模式變遷之下，數位通路音樂所佔獲利比例已經超越實體通路，因而造成音樂產業在產業活動上的改變，對表演者來說，從實際音樂販售可以得到的獲利較少，因而轉向重視獲利較高的現場演出所帶來的經濟效益。在此風氣之下，音樂節數量逐年提升，卻反而造成音樂節氾濫、品牌間競爭激烈、品牌間識別度模糊等問題，因此音樂節品牌之經營變成一個重要之課題。另一方面，在社群媒體逐漸成為重要之行銷管道之下，音樂節品牌皆嘗試透過社群媒體來與其消費者溝通互動，然而溝通內容之不同會造成其消費者和其品牌間產生理性或情感不同的依附關係結果，進一步影響到音樂節品牌在未來經營上之策略及隱憂，因此必須進一步測量音樂節品牌和其消費者之間的關係。然而傳統之行銷研究方法存在著耗時、人力成本高、觀察員的介入、及樣本數量少等缺點，因此本研究將文本內容分析技術應用於關係測量上，利用音樂節官方產生之文本及消費者於社群媒體主動產生之文本作為分析對象，主要研究發現如下： 1. 從字詞比例分析結果發現，售票演唱會中，覺醒音樂祭主要是以強大的表演者陣容作為其經營策略，而大港開唱則表演者和品牌個性宣傳並重，簡單生活節則注重品牌精神之傳達。而非售票音樂節方面，普遍較注重音樂節品牌理念之傳達。 從文本相似度分析結果發現，覺醒音樂祭與其粉絲之間的連結主要來自於音樂節本身的卡司內容，大港開唱及簡單生活節則較偏向產生情感連結，然而三者皆和各音樂節粉絲專頁經營策略一致；非售票音樂節方面，消費者仍主要受到表演者資訊等客觀屬性影響。

The music industry has been going through a great restructuring process since the change of the technology environment and customers’ buying behavior. The sale profit from digital music through internet exceeded the one from physical record. This decreased the income of artists and pushed them to embrace the more profitable live performances. However, the blossoming music festivals bring some problem, such as intense competition between music festivals and lower the brand identification. Therefore, the management of music festival brand becomes a critical topic. On the other hand, social media has been the most important marketing place, so that most of music festival brands communicate with their customers through social media interaction. The contents they delivered might cause different consequent relationships, such as rational attachment or emotional attachment, and further affect their further business strategies. Consequently, the measuring tools for relationship between brand and customers must be conducted. However, traditional measuring tools have some disadvantages, such as time consuming, high labor cost, the invasion of investigators, and small samples. In this study, we applied content analysis on texts generated from brands and their customers as the measuring tools to overcome these disadvantages. The major findings are shown as followed: 1. From the ratio of word types, we could find that the position of Wake Up Festival was attractive artists line-up, Megaport Festival held both line-up and brand image, and Simple Life focused on delivering the life style. For the free music festivals, all three music festivals were main on communicating their thoughts and spirits. By the results of similarity analysis, the connection between the Wake Up Festival and its customers relied on the cast, and Megaport Festival and Simple Life could form emotional attachment with their customers, which were aligned with their positioning strategies. For the free music festivals, all of their customer still focused on the cast and other objective information.