泰國 BL 產業的商業模式分析：以 GMMTV 為例

Abstract

本研究旨在深入分析泰國BL（Boy’s Love）產業的商業模式，並以泰國娛樂公司GMMTV為例，探討其如何透過獨特的商業模式與CP（情侶搭檔）經營策略，在競爭激烈的市場中脫穎而出，成為該產業的領導者。研究方法上，本研究採用個案研究法，結合商業模式九宮格理論框架，深入分析GMMTV的商業模式與CP經營策略，並以社群平台資料、公司年報和新聞媒體等公開資料為主要依據。 研究結果顯示，泰國BL產業已從次文化發展成主流娛樂市場的重要組成部分，並具有高度商業價值。GMMTV的成功關鍵在於其獨特的商業模式，包括精準的目標客群定位（青少年和新世代觀眾），多元化的價值主張（提供高品質的BL 劇、綜藝節目、音樂作品、藝人活動），以及有效的通路策略（透過GMM25電視台、YouTube、OTT平台、社群媒體和線下活動）。此外，GMMTV巧妙地運用CP 文化與粉絲經濟，透過戲劇推出新藝人、測試市場對CP的接受度，並提高國際知名度。 本研究也探討了BL劇對演員的影響，發現BL劇為新進演員提供快速成名的機會，但也可能因培訓資源不足、社會期待與標籤效應等因素，難以跳脫BL劇產業。資深演員參演BL劇雖可拓展受眾與增加商業價值，但也可能面臨角色定型的挑戰。因此，本研究建議GMMTV應加強藝人培訓，拓展國際市場，並建立粉絲生態系，同時也建議演員應積極拓展演技，挑戰多元角色。 最後，本研究也對泰國BL產業的未來發展提出展望，認為應推動泰國文化的國際化、拓展全球市場，並保持市場領先地位。此外，GL（Girl’s Love）市場的興起、GMMTV在GL市場的佈局，以及與遊戲發行商合作推出以旗下CP為主角的遊戲等，都顯示出泰國BL產業的多元發展與無限潛力。本研究期望能為有意了解泰國BL產業及GMMTV商業模式的讀者提供深入的分析與見解。

This study analyzes the business model of Thailand’s Boy’s Love (BL) industry, using the Thai entertainment company GMMTV as a case study. It explores why GMMTV stands out in a competitive market through its unique business model and CP (Couple Partner) management strategies, establishing itself as a market leader. This research adopts case study approach combined with the Business Model Canvas framework to analyze GMMTV’s business model and CP strategies by using public data from social media, company reports, and news media. Our findings show that Thailand’s BL industry has evolved from a subculture into a major segment of the mainstream entertainment market with significant commercial value. GMMTV’s success lies in its unique business model, which includes precise targeting of youth and new-generation audiences, diversified offerings (high-quality BL dramas, variety shows, music works, and artist activities), and effective distribution strategies (through GMM25 TV channel, YouTube, OTT platforms, social media, and offline events). In addition, GMMTV has effectively leveraged CP culture and fan economy, introducing new artists through dramas, testing market acceptance of CPs, and boosting international visibility. This research also explores the impact of BL dramas on actors, finding that while BL dramas offer newcomers quick fame, factors such as insufficient training, societal expectations, and labling make it hard for actors to break free from the industry. For veteran actors, BL dramas can expand their audience and enhance commercial value, but may lead to typecasting. Based on our findings, it is suggested that GMMTV should strengthen artist training, expand internationally, and build a fan ecosystem. It also recommends actors develop their skills and take on diverse roles. Finally, this study briefly discusses future prospects for the BL industry, suggesting that international expansion, the rise of the Girl’s Love (GL) market, and collaborations in gaming offer continued growth and innovation. This study provides insights into the Thai BL industry and GMMTV’s business model for interested readers.