公共電視戲劇節目顧客導向之數位行銷策略研究

The Study of Customer-Oriented Digital Marketing Strategy: The Example of Public Television Service Drama Program

因應數位媒體的發展，數位行銷成為企業宣傳主流，創意且多元的行銷工具，讓數位行銷的策略更為複雜且精準。在競爭激烈的媒體市場上，公共電視如何藉由數位行銷策略達到宣傳效果，成為重要的研究課題。本研究以近兩年受到熱烈討論的公視戲劇為研究對象，並藉由行銷大師Kotler所提出之5A顧客體驗路徑作為分析之依據；透過問卷調查得知閱聽眾對公視戲劇數位行銷策略的體驗情形，彙整資料整理成顧客體驗面向，了解公視數位行銷策略與閱聽眾體驗行為的影響。研究發現閱聽眾在收看公視戲劇行為上，最常於認知、訴求與詢問階段被社群平台與影音預告內容所吸引。另在公視營運方面，工作人員總能透過數據分析，精準地找出觀眾輪廓並應用於顧客服務，提升閱聽眾的忠誠度。未來公視應著重戲劇IP的開發，不僅是戲劇概念延伸，更讓公視品牌衍伸出更多加值創作與服務。一方面延長戲劇價值，另一方面展現公視品牌理念，對於未來發展與公眾服務上有其必要性。

Due to the development of digital media, digital marketing has become the mainstream of corporate publicity. Creative and various marketing tools make digital marketing strategies more complex and precise. It becomes an important research project to evaluate how the public television service promotes the corporate publicity in the competitive field of digital media. This research takes PTS dramas as the research object which have been heatedly discussed in the past two years. Besides, this research is based on the 5A customer experience path by marketing master, Philip Kotler. By the analysis of questionnaire surveys, we learn about the audience's experience of the PTS drama digital marketing strategies. In addition, through in-depth interviews, we learn the planning and implement of PTS digital marketing strategy. By organizing these data, this research points out the influence of PTS digital marketing strategies and audience experience behavior. Research has found that audiences are often attracted by social platforms and audiovisual content in the stages of aware, appeal and ask, when watching PTS dramas. In addition to the operation, the staff can always use data analysis to accurately identify the profile of the audiences and apply to customer service to enhance the loyalty of the audiences. In the future, PTS should focus on the development of drama IP, which is not only an extension of the drama concept, but also a brand of PTS to extend more value-added innovations and services. It can extend the value of dramas; on the other hand, it demonstrates the brand image of PTS, which is a necessary development and public service in the future.