我是A咖：天王天后主持人之品牌行銷策略 —以台灣一線綜藝節目主持人為例

Abstract

在台灣，如果有人問，誰是觀眾心目中的「Ａ咖級」一線綜藝節目主持人？你會想到那些人？ Ａ咖主持人，即被公認為主持界天王或天后級的主持人，而且他們必須是同時是被觀眾與業界共同肯定的A咖。被公認是Ａ咖主持人，須具備「三高」條件，也就是「高知名度」、「高收視率」以及「高主持價」。 「高知名度」意味著一線主持人一定會是家喻戶曉的，具有全國性的知名度，也就是我們常常會聽到的“從8歲到80歲都認識他們”這句話，伴隨著高知名度的是他們的高影響力，因為他們所主持的節目，對大多數的觀眾影響甚深，有時候他們的一句話還會成為社會時下的流行用語。 「高收視率」，亦即他們是票房收視率的保證，因為這些一線節目主持人，擁有廣大的支持粉絲跟隨，會鎖定收看他們節目，死忠的程度自然會反映在節目的收視率數字上。 「高主持價」則因為一線主持人是節目的王牌，高價值就產生高價格，因此要邀請他們主持，就必須付出高額的主持費用，所以A咖天王天后主持人也是演藝圈中屬於高收入的族群。 但是，在台灣要能成為一線綜藝節目主持人並非易事，加上進入新媒體時代，能夠做到老少咸宜，雅俗共賞、闔家喜愛的節目主持人，比起以往更加困難，而能夠從非一線晉升為一線主持人的天王天后地位，也絕非一步登天，而是須經過一定時間的累積，包括專業的主持功力，觀眾的口碑，市場的反應，成為觀眾心中的一線主持人後，也需要不斷在觀眾的印象中與市場上，建立口碑與形象。 每位主持人就如同商品或品牌般，因著個人風格不同，在觀眾心中也有著不同的品牌形象，隨著個人主持表現的差異，創造屬於自己的品牌價值、價格與在演藝市場中的地位。 本研究從品牌行銷的角度切入，透過與研究個案的深度訪談，歸納出一線綜藝節目主持人創造品牌價值並保有競爭優勢的策略。並以他們自身經驗，對立志朝節目主持人工作努力並躋身Ａ咖主持人之列者，提出最實務的建議，即充分了解自己，不斷精進功力，充滿主持使命，這些都是成為A咖一線節目主持人需要具備的心態。

Who will appear on top of your mind, if you are asked to name some of the big shot hosts of a variety show? To be categorized and qualified for a big shot host or hostess, he or she has to be well recognized by audience as well as entertainment peers. They also have to carry three characteristics – high publicity, high ratings and high pay. High publicity stands for being well known and easily recognized by general public. Their fame makes these big shot hosts a household name across the country, and often described as “known across age from 8 to 80 years old.” Their high publicity also makes them influential characters on pop culture, resulting words or expressions used on their show often turn into a popular buzz word or a catch phrase. High ratings stands for high viewership and large audience guarantee. Due to the sizable number of fans, the programs hosted by these big shots always receive stable and high rating figures. High pay reflects who the center of attraction is in a variety show. Value for price rules the entertainment world; if you want ratings, you must pay the premium. Therefore, the big shot hosts undoubtedly belong to the high net worth segments. However, it is not easy to become a big shot variety show host or hostess in Taiwan. Not to mention we are entering the new media era, it has become more difficult to become a charismatic personality who can conquer a wide audience with differences in age, taste, and intelligence. The accumulation of time and experience is also important to build up hosting skills and word of mouth. To sustain the fame and image, it requires continuous efforts from big shots to refresh and impress the audience. Every host or hostess is like a product or a brand. They are perceived differently in audience’s mind due to personal style and unique performance. They have their own brand value and price value with a specific positioning in the entertainment field. This thesis starts with brand marketing angle, conducts in-depth interviews, and concludes with the competitive edge or strategy in creating brand value and becoming a big shot host or hostess. The interviewees are reputable big shots in the market. They offer their most practical advice: know your true self, continue to improve upon yourself, and take on hosting as your life’s calling. These are the fundamental traits a person must have in order to become a big shot variety show host.