| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 94 === Over the past decades, it has been widely known that few systematic methods are applied into music production, image packaging of singers, and marketing strategies in Taiwan’s recording industry. Only until the late 1950s did marketing executives start to put emphasis on consumer behavior and make it part of marketing strategies as these marketing executives have realized only products that meet the needs of consumers can be popular in the market (co-translated by Ku & Kuo, 2003). As a result, it no more works out that record companies in which singers stand for the brand names ask consumers to buy those record-company-oriented music products by means of coaxing or persuasion. Instead, only when the needs of consumers are satisfied in terms of marketing strategies, image packaging of singers, or music production can pop music become better.
Both qualitative and quantitative research methods are used in this present study to explore the mental model of rap music lovers in the hope that the behavior model of these rap music lovers may be found on the basis of the thoughts and feelings expressed by these rap music lovers, which may be a useful marketing reference to the related industries. In terms of qualitative methods, the Zaltman Metaphor Elicitation Technique (ZMET) is employed to find out what brand is being associated with MC Hot Dog, a rap music singer, which in turn may contribute to a further finding of the general mental model of these rap music lovers. In addition, a plenty of image data is obtained from the interviews where ZMET is used. Such data may be integrated with other related information in written form and used in marketing.
In terms of quantitative methods, a scale of key concepts that may be accepted by these rap music lovers is produced and presented in a questionnaire survey. By analyzing the results of the survey and the interviews, two findings are confirmed. First, a general mental model of MC Hot Dog fans is developed successfully. Second, the concepts obtained from the in-depth interviews can be generalized to a wider target population, which means the qualitative method used in this present study contributes to a result of high validity.
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