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韓國流行音樂—「Twice」與「Blackpink」之研究作者

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韓國流行音樂—「Twice」與「Blackpink」之研究作者 投稿類別：商業類 篇名： 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 作者： 劉育菱。基隆商工。會計事務科三年甲班 陳㛄廷。基隆商工。會計事務科三年甲班 陳聖潔。基隆商工。會計事務科三年甲班 指導老師： 吳素雲老師 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 壹、前言 一、研究動機 隨著韓國音樂的崛起，2000 年韓流開始風靡了亞洲與世界，並與日本流行音樂列為具 有指標性的流行音樂類別，也使韓國演藝圈影響多國的經濟發展，孫南源（2015）指出 「K-POP（韓國流行音樂）帶著感性，發揮獨有個性，讓全世界看到」，韓國的四大經紀公 司是 SM、YG、JYP 與 Big Hit 娛樂，本研究因為韓國娛樂圈發展幅度較大，所以分別以 JYP 娛樂的「TWICE」和 YG 娛樂的「BLACKPINK」進行比較。 二、 研究目的 （一）介紹韓國女子團體「TWICE」與「BLACKPINK」。 （二）瞭解「TWICE」與「BLACKPINK」的銷售手法。 （三）分析「TWICE」與「BLACKPINK」的行銷策略 4P 和經營策略 SWOT。 （四）訪談粉絲對「TWICE」與「BLACKPINK」之韓國流行音樂看法。 （五）探討粉絲對「TWICE」與「BLACKPINK」的偏好與滿意度。 三、 研究方法 本研究蒐集再統整與分析「TWICE」與「BLACKPINK」的文獻資料，最後利用問卷 調查探討粉絲對「TWICE」與「BLACKPINK」的滿意度。 四、 研究範圍與限制 本研究因人力、經費與地區之限，以北北基的國高中生為網路問卷調查對象，預計取 出前 100 份做統計與分析。 五、 研究流程 本研究流程如圖一。 研究 擬定 研究 實際 網路 結論 目的 文獻 結果 研究 訪談 問卷 與 與 探討 與 主題 方法 粉絲 調查 建議 分析 圖一 研究流程 （圖一資料來源：本研究繪製） 1 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 貳、正文 一、 團體介紹 （一）TWICE TWICE（圖二、圖三）為韓國 JYP 娛樂旗下的九人女子團體，成 員通過生存實境節目《SIXTEEN》篩選而出。2015 年 10 月 20 日以首 張迷你專輯《THE STORY BEGINS》正式出道。 圖二 TWICE 團名「TWICE」由 JYP 娛樂公司創辦者朴珍永取名，寓意為「透過舞台令耳朵得到 感動之後，再為眼睛多帶來一次感動。」問候語為「One in a million」，意味著要成為百 萬偶像團體中的唯一。茲將其成員介紹如表一（資料來源：JYP Entertainment。2020 年 10 月 24 日，取自 https://m.jype.com/）。 表一 TWICE 成員資料 英文藝名 本名 國籍 隊內職務 Nayeon 林娜琏 韓國 第二主唱、形象擔當 Jeongyeon 俞定延 韓國 第三主唱 主領舞、副唱、 Momo 平井桃 日本 副 Rapper Sana 湊崎紗夏 日本 副唱、形象擔當 Jihyo 朴志效 韓國 隊長、第一主唱 Mina 名井南 日本 副唱、副領舞 Dahyun 金多賢 韓國 副 Rapper Chaeyoung 孫彩瑛 韓國 主 Rapper 圖三 TWICE 成員 Tzuyu 周子瑜 台灣 副唱、副領舞、門面 （表一資料來源：JYP Entertainment。2020 年 10 月 24 日，取自 https://m.jype.com/） （二）BLACKPINK BLACKPINK（圖四、圖五）為韓國 YG 娛樂 旗下的四人女子團體，由 2016 年 8 月 8 號以單曲 專輯《Square One》雙主打曲《口哨》、《Boombayah》 出道。 圖四 BLACKPINK 團名「BLACKPINK」是帶有稍微否定粉紅色是最美的顏色的涵義，具有「漂亮並不代 表全部」的反轉意義，也表示成員們不僅具備外貌、同時也兼具實力，加上每人在不同的領 域均具有領導能力，因此團隊也決定不設立隊長一職，茲將其成員介紹如表二（資料來源： YG Entertainment。2020 年 10 月 24 日，取自 https://www.ygfamily.com/）。 2 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 表二 BLACKPINK 成員資料 藝名（英文） 中文名 國籍 隊內職務 Jisoo 金智秀 韓國 主唱、門面 Jennie 金珍妮 韓國 主 Rapper、副唱 Rose 朴彩英 紐西蘭 主唱 Lisa 拉莉莎 · 瑪諾班 泰國 主舞、副 Rapper 圖五 BLACKPINK 成員 （表二資料來源：YG Entertainment。2020 年 10 月 24 日，取自 https://www.ygfamily.com/） 二、「TWICE」與「BLACKPINK」的銷售手法 （一）銷售客群 由成員國籍可知公司想讓他們發展的方向，TWICE 有日本籍和臺灣籍成員，是為了 讓 TWICE 的主要銷售往東亞發展，而 BLACKPINK 有泰國和紐西蘭以及留學紐西蘭的 成員，加上本身英文能力優秀，所以比較受歐美地區歡迎，如表三。 表三 銷售客群與風格 團名 TWICE BLACKPINK 外國成員國籍 日本、台灣 泰國、紐西蘭 發展方向 較受東亞國家喜愛 較受歐美國家喜愛 元氣少女風 成熟、Hiphop 風 風格取向 圖六 圖七 男粉絲比例較多 女粉絲比較多 粉絲分佈 以 20 代註為主，30 代及 40 代的數 以 10 代、20 代為主 量也不少 （表三資料來源：JYP Entertainment。2020 年 10 月 24 日，取自 https://m.jype.com/、YG Entertainment。2020 年 10 月 24 日，取自 https://www.ygfamily.com/） 註：在韓國演藝圈 20 代是指 20~29 歲，原是粉絲之間的代稱，後被用為新聞媒體的專業用語。 （二）專輯 藉由兩團的專輯銷售量可知 TWICE 極力往日本發展，而 BLACKPINK 偏重往歐美 方向發展，如表四（圖八至圖十三）。 3 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 表四 專輯銷售量 團體 TWICE BLACKPINK 語言 韓語專輯 日語專輯 韓語專輯 日語專輯 2017 《Twicetagram》 2018 《BDZ》 2020 2018 《THE ALBUM》 《Blackpine in Your Area》 正規 圖八 圖九 專輯 2020《Eyes wide open》 2019《&TWICE1》 圖十二 圖十三 圖十 圖十一 總銷量 5,713,666 3,624,142 1,004,197 175,814 （表四資料來源：JYP Entertainment。2020 年 10 月 24 日，取自 https://m.jype.com/、YG Entertainment。2020 年 10 月 24 日，取自 https://www.ygfamily.com/） （三）周邊商品：公司推出偶像的相關商品讓粉絲購買，如表五（圖十四至圖二十一）。 表五 周邊商品 團體 手燈 服飾 公仔 徽章 TWICE 圖十四 圖十五 圖十六 圖十七 BLACKPINK 圖十八 圖十九 圖二十 圖二十一 （表五資料來源：JYP Entertainment。2020 年 10 月 24 日，取自 https://m.jype.com/、YG Entertainment。2020 年 10 月 24 日，取自 https://www.ygfamily.com/） 三、「TWICE」與「BLACKPINK」之行銷策略 4P 和經營策略 SWOT 分析 （一）行銷策略 4P 分析 「行銷策略主要包括產品、價格、通路及推廣，這四種策略，企業通常會同時運用 上述策略，來達到最佳的行銷效果」（ 吳文立、李亮生，2019）。茲將「TWICE」與 「BLACKPINK」之行銷 4P 分析如表六。 4 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 表六 「TWICE」與「BLACKPINK」之行銷 4P 分析 產品 價格 通路 推廣 專輯 $400~$500 網路、實體店面 舉辦簽名會、演唱會 因廠商不對外公 Youtube、V LIVE、 TWICE 團體綜藝 粉絲專頁 開演出價格，無 音樂電視頻道 代言 法得知準確資料 社群網站、電視廣告 商場演唱 專輯 $500~$600 網路、實體店面 舉辦簽名會、演唱會 因廠商不對外公 Youtube、V LIVE、 BLACKPINK 團體綜藝 粉絲專頁 開演出價格，無 音樂電視頻道 代言 法得知準確資料 社群網站、電視廣告 商場演唱 （表六資料來源：JYP Entertainment。2020 年 10 月 24 日，取自 https://m.jype.com/、YG Entertainment。2020 年 10 月 24 日，取自 https://www.ygfamily.com/） （二）經營策略 SWOT 分析 「SWOT 分析法，他是將對企業內、外度各方面條件進行綜合評估，進而分析企業 的優劣勢及面臨的機會和威脅。」（ 吳文立、李亮生，2019）。茲將「TWICE」與「BLACKPINK」 之 SWOT 分析如表七。 表七 「TWICE」與「BLACKPINK」之 SWOT 分析 優勢 劣勢 機會 威脅 名稱 （Strength） （Weakness） （Opportunity） （Threat） 1.人數眾多，舞台畫面 1.會講英文的成員 轉 變 風 格 成 男粉絲易被新 TWICE 感較足 很少 功，吸引到不同 女團吸引而減 2.歌曲洗腦，傳唱度高 2.無個人社群網站 客群 少 1.現場演唱穩定 1.公司較少做宣傳 Girl Cruch 受到 因公司的原因 BLACKPINK 2.英文實力出眾 2.綜藝出演較少 廣 大 年 齡 層 喜 所以韓國內的 3.曲風強烈，記憶點深 愛 舞台頗少 （表七資料來源：本研究編製） 四、訪談「TWICE」與「BLACKPINK」之粉絲 本研究人員因無法實際到韓國經紀公司，以及語言溝通問題，而無法以電子郵件方式 進行訪問，所以針對消費者做 K-POP 相關訪問，彙整其問題如表八，消費者回應如下。 表八 消費者訪問問題 消費者訪問問題 1.對什麼感興趣？ 4.花多久時間？有沒有很沉迷？ 2.有沒有因此認識哪些韓國明星? 5.有沒有消費過相關商品？ 3.有沒有引發你對韓國的興趣？ 6.吸引你購買的原因？ 5 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 消費者回應如下： 陳同學 17 歲 基隆商工 平時對 KPOP 非常感興趣，也因此認識更多韓國明星，像是 TWICE 和 GOT7，在網路上看到 TWICE 的相關報導，之後就慢慢的開始關 注，後來因為歌曲與個性更喜歡他們。 本人很好奇明星生活的國家，去過兩次首爾，也覺得他們周邊很好 看，所以買了很多他們的相關商品。 劉同學 18 歲 永春高中 一直都有在關注 KPOP，偶然在網路上看到 TWICE 的影片，在剛出道 的時候很喜歡他們，但是後來發現比較喜歡 MAMAMOO 的玟星，平 常也會追韓劇一追就是幾個小時，內心想要買周邊但經濟不允許。 吳同學 17 歲 東山高中 從國中開始喜歡 BTS，因為他們認識了 BLACKPINK，之後就越來越喜 歡他們，有去韓國看到他們的周邊商品，覺得好看所以買了很多，學測 前也一直有在追韓劇，通常都是花一整天的時間在追劇。 之前還因為某個男團解散哭得非常傷心，算是很入迷的情況。 李同學 18 歲 東山高中 是在網路上得知 BLACKPINK，喜歡他們的歌曲風格，沒有去過韓國 但是在網路上買了他們的周邊，還會隨時帶在身上，喜歡追網路劇， 因為影片時間較短，所以我都一天看完。 花不少錢去看演唱會，看到本人非常興奮，疫情結束還想再去一次。 五、問卷調查結果分析 本研究依據問卷調查所得資料，針對目的進行調查樣本分析與結果探討，分述如後。 本研究之問卷調查係以 TWICE 與 BLACKPINK 之粉絲為調查對象。於民國 110 年 1 月 14 日至 1 月 27 日經由線上網路問卷調查共 103 份，回收 100 份，無效問卷 3 份，回收 率 98.03%。 （一）基本資料分析 本研究統整調查樣本之基本資料如表九。基本資料共分為五項，分布情形如下。 6 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 表九 受訪者基本資料分析 消費者 消費者 項目 百分比 項目 百分比 受訪者大 基本資料 基本資料 多 以女性 男 25 台北市 19 性別 為主，以 女 75 新北市 33 居住地 16~19 歲為 13 歲以上未滿 16 歲 19 基隆市 28 大宗，且以 16 歲以上未滿 19 歲 65 其他 20 年齡 高中職為 19 歲以上未滿 22 歲 13 $1,000 以下 25 主要的 消 22 歲以上 3 $1,001~$2,000 22 費族群，居 國中 8 每個月 $2,001~$3,000 14 住地以新 教育 高中職 78 零用錢 $3,001~$4,000 12 北市為，零 程度 大專/大學 13 $4,001~$5,000 7 用錢多在 碩/博士 1 $5,000 以上 20 1000 以下。 （二）消費者行為分析 1.較支持以下哪個團體 MV 2.喜歡此團體的原因 個性 歌曲 9.00% 8.00% BLACKPINK 舞蹈 13.00% TWICE 44% 11.00% 56% 顏質 其他 19.00% 40.00% 圖二十二 圖二十三 如圖二十二，受訪者較支持 BLACKPINK。 如圖二十三，多數人因歌曲而喜歡該團體，可 見公司對於曝光度做了很多努力。 3.從何得知此團體 4.00% 4.是否有買過此團體之周邊商品 社群網站 11.00% 相關產品代言 8.00% 否 新聞媒體 是 46.00% 綜藝節目 7.00% 親友推薦 2.00% 54.00% 其他 68.00% 圖二十四 圖二十五 如圖二十四，受訪者主要從社群網站知道此 如圖二十五，受訪者當中只有 46%有買過相 團體，可見資訊流對團體的影響力。 關商品，可見多數消費者消費能力不足。 5.在哪裡購買 6.願意花多少錢購買周邊商品 38.46% 1000以下 1001~2000 2.74% 5.48% 實體店面 2001~3000 2.74% 網路商店 3001~4000 39.73% 61.54% 4001~5000 10.96% 5001以上 38.36% 圖二十六 圖二十七 如圖二十六，較多消費者在網路上購買商品。 如圖二十七，受訪者購買周邊商品的預算不高。 7 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 7.最常購買此團體的何項周邊商品 其他 14 由圖二十八可知，受訪 雜誌 3 者以購買專輯居多，其 應援棒 1 次為小卡、手燈及其他 寫真集 2 瑣碎商品，可見消費者 演唱會DVD 2 多數是以專輯為主要 專輯 31 消費商品。 0 10 20 30 40 專輯 演唱會DVD 寫真集 應援棒 雜誌 其他 圖二十八 （三）消費者滿意度分析 為了更瞭解消費者對「TWICE」與「BLACKPINK」的滿意度，本研究設計了一份 問卷，以網路填寫表單的方式，對北北基的青少年進行問卷調查。以非常滿意（5 分）、 滿意（4 分）、普通（3 分）、不滿意（2 分）、非常不滿意（1 分），五個項目分別乘以人 數，加權平均後，以平均數代表該題項消費者滿意度。若平均數介於 2.50~3.49 偏向「普 通」；介於 3.50~4.49 偏向「滿意」，表十為問卷統計調查結果。 表十 消費者滿意度分析 團體 TWICE BLACKPINK 題項 構面 平均（排名） 平均（排名） 1.專輯 4.27（3） 4.29（4） 產品 2.團體綜藝 4.41（2） 4.16（2） 4.40（3） 4.26（2） 3.代言商品 3.80（10） 4.09（9） 價格 4.商品價格 3.68（12） 3.68（5） 3.80（12） 3.80（5） 5.實體店面家數 3.93（8） 4.04（10） 通路 6.網路購物 4.23（5） 4.14（3） 4.21（6） 4.23（3） 7.社群網站 4.27（3） 4.45（1） 8.廣告吸引力 3.93（8） 4.23（5） 9.演唱會、簽名會 4.20（6） 4.16（7） 推廣 3.98（4） 4.12（4） 10.官方網站資訊 4.02（7） 4.14（8） 11.預購商品（會員禮） 3.77（11） 3.93（11） 其他 12.對團體整體的滿意度 4.45（1） 4.45（1） 4.41（2） 4.41（1） 整體 整體平均數 4.08 4.16 8 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 1、就「整體」滿意度：「TWICE」與「BLACKPINK」的平均數分別為 4.08 與 4.16， 皆偏向「滿意」。從整體平均數可發現，消費者對「BLACKPINK」之滿意度高於 「TWICE」。 2、就「產品」滿意度：「TWICE」與「BLACKPINK」的平均數分別為 4.16 與 4.26， 皆偏向「滿意」。而「TWICE」與「BLACKPINK」最高皆為「團體綜藝」；最低皆 為「代言商品」。 3、就「價格」滿意度：「TWICE」與「BLACKPINK」的平均數分別為 3.68 與 3.80， 皆偏向「滿意」。消費者對「BLACKPINK」之滿意度高於「TWICE」。 4、就「通路」滿意度：「TWICE」與「BLACKPINK」的平均數分別為 4.14 與 4.23， 皆偏向「滿意」。而「TWICE」與「BLACKPINK」最高皆為「社群網站」；最低皆 為「實體店面家數」。 5、就「推廣」滿意度：「TWICE」與「BLACKPINK」的平均數分別為 3.98 與 4.12， 皆偏向「滿意」。就各題而言，「廣告吸引力」、「官方網站資訊」及「預購商品（會 員禮）」，「BLACKPINK」之滿意度高於「TWICE」，而「演唱會、簽名會」則由「TWICE」 較高。 6、就「其他」滿意度：「TWICE」與「BLACKPINK」的平均數分別為 4.45 與 4.41， 皆偏向「滿意」。而「TWICE」之滿意度高於「BLACKPINK」。 參、結論 一、結論 （一）基本資料：「新北市」、「女性」、「16 歲以上未滿 19 歲」、「高中職生」，每月零用 錢在「$1,000 以下」者居多。 （二）消費者行為：多數消費者較喜歡「BLACKPINK」，較常購買的周邊商品「專輯」， 價格預算大多介於「1,000 以下」，大多藉由「社群網路」得知兩團體。 （三）消費者滿意度：「產品」、「價格」、「通路」與「推廣」，消費者對「BLACKPINK」 的滿意度皆高於「TWICE」，然「對團體整體滿意度」則是「TWICE」較高。 二、建議 （一）給「TWICE」與「BLACKPINK」之共同建議 1、兩個團體的成員都各有獨特的魅力頗受消費者的喜愛，但消費者在「周邊商品價格」 9 韓國流行音樂—「TWICE」與「BLACKPINK」之研究 較不滿意，比較沒有購買意願，建議可舉辦促銷活動提升買氣。 2、雖然兩個團體已經在 K-POP 界有一定地位，但可以舉辦有歷年專輯、舞台服裝及 寫真等的展示會，讓粉絲及非粉絲可以更加認識他們。 3、兩團可以跳出舒適圈，從元氣少女風轉換成性感成熟風，轉換不同風格，讓粉絲感 受到更不一樣的他們。 （二）給「TWICE」的建議 1、在專輯方面建議可以增加內容物，例如：小卡、歌詞本及海報等物品，藉此增加消 費者對專輯的興趣；在代言商品方面建議可多代言日常用品，可增加團體的曝光 度。 2、建議成員可以開通個人官方帳號，藉此增加與粉絲的互動，可以讓粉絲得知更多相 關資訊。 （三）給「BLACKPINK」建議 1、建議可以多拍攝團體綜藝，讓粉絲更加貼近偶像的日常生活，也可以認識偶像不一 樣的一面，讓粉絲更加對他們產生興趣。 2、因為新冠狀病毒，許多團體無法以演唱會及簽名會的方式與粉絲見面，所以許多團 體都在開線上演唱會，建議 BLACKPINK 可增加線上演唱會的數量。 肆、引註資料 曾晏詩（譯）（ 2016）。YG 就是不一樣（原作者：孫南源）。台北市：大田出版社。（原 著出版年：2015）。 JYP Entertainment。2020 年 10 月 24 日，取自 https://m.jype.com/ YG Entertainment。2020 年 10 月 24 日，取自 https://www.ygfamily.com/ 吳文立、李亮生（2019）。商業概論（上）、（下）。台北市：旗立資訊。 10 .
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