A Novel Fan Relationship Management Strategy in Independent Music through Service Design Perspectives
碩士 === 東海大學 === 資訊管理學系 === 106 === As music contains rich connotations，such as historic culture and current social events，independent music presentation that focuses on ideological elements and innermost being has attracted more and more young people to be engaged in independent music creation. H...
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| Format: | Others |
| Language: | zh-TW |
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2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/6w79kb |
| Summary: | 碩士 === 東海大學 === 資訊管理學系 === 106 === As music contains rich connotations，such as historic culture and current social events，independent music presentation that focuses on ideological elements and innermost being has attracted more and more young people to be engaged in independent music creation. However，with the digitalization and network-wise development of the music industry production-marketing platform in recent years，the consumption model is changed. How could emerging independent musicians effectively raise their publicity and music fan loyalty to achieve the purpose of marketing is an urgent task. Music is a kind of complex experience and has the characteristics of intangibility， heterogeneity， and perishability，thus，it is closer to the category of service relative to general commodities. Therefore，this thesis takes the relationship of music fan relationship management for emerging and independent musicians in Taiwan as the objective，and introduces the service design process to redesign the music fan relationship management model， including performance service process improvement， brand image design， and other research items.
This study collects research data concerning music fan behaviors through actual participation and observations，as well as interviews with related parties， experts， and users；data analysis and creative development are conducted by the service design work team，including methods for target customer group creation with virtual characters，and customer journey mapping to understand the difficult points of the process or contact analysis；the service design concepts and methods are introduced to emphasize the importance of the people-oriented point of view. Interdisciplinary and multi-faceted methods and tools are applied to gain insight into the needs of music fans， as based on the experience，the system，and the process. Thus，a more comprehensive understanding of music fans is achieved and more creative ideas are inspired.
In this study，a performing service process and music fan relationship management model for application in the independent music field is established through service design process practices， and a design prototype is constructed according to the design concepts of the study results，including independent musician image logos，performance information poster visualization， an iBeacon micro-positioning system，and a smart phone application system，which are integrated with other multi-faceted application solutions.
This thesis is the first study to introduce service design into the independent music fan relationship management model. With the support of literature in the fields of relevant experience marketing，customer demand，customer relationship management，and Kansei engineering，real and beneficial changes can be made to independent music fan relationship management. Compared with other studies on music marketing，this study offers conclusions that have more innovative significance，which can easily be realized and successfully reflect advantages different from other independent musicians，thus， achieving the objectives of increasing music fan loyalty and independent musician marketing.
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