The Fan Business Model and Marketing Strategy of Paid Subscription Service - A Case Study of JJ Federation VIP Fan Club
| Autor: | WANG, KUO-AN, 王國安 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Fan economy has become a dominant trend in the media and entertainment industry in recent years. Fans have not only created enormous economic value for the entertainment industry, but they have also brought benefits to the associated industry chain. In the pop music industry, the enormous economic profits in physical albums, digital or streaming music, shows and performances, or peripheral merchandises are basically created by fans. In other words, fans are the main source of economic drive in the entertainment industry. Mastering fans practically means a boost in product value; therefore, how to solidify and expand the fan base has become an important topic in the fan economy. With the rise of the Chinese music market, there have been many fan clubs spontaneously organized by general fans. They usually cooperate with record labels to participate in artists’ itineraries, such as invited activities and autograph sessions. With the advancement of technology and the advent of the Internet era, record labels or agencies of a certain size will create an official website or at least an affiliated page to the company’s website for their artists. Whether it is an official fan club formed by the company or an unofficial one by fans, they tend to have an incomplete system, scale and norms. Fans do not know what to believe or whom to listen to, and it is difficult to achieve the best promotion under such circumstances. In the author’s opinions, no fan club, either official or official, has a well-established system. In recent years, there have been some fan clubs with a paid subscription service. For example, JJ Federation VIP fan club, the case in this study, has exclusive services and welfares to satisfy the fans’ needs. It has its own website and App, and the ownership is held by the artist himself, so that the fans can be provided with a more perfect system, scale and welfare. Being an artist agent for many years, the author found the performance of JJ Federation VIP fan club is prominent in the industry, and thus he hopes to learn from its successful experience by studying the business model of the fan club. The research results showed that the success factors of JJ Federation VIP fan club for having a steady growth can be summarized as follows: 1) The leader’s ideology and continuous pursuit of innovation; 2) Its fan-centered operation that gradually becomes a successful business model; 3) Different combinations of marketing merchandises and personalized marketing strategies; 4) The use of people-oriented technology and the integration of virtual and real application; 5) The up-to-date transformation and changes that keep the sustainable development of fans’ power and enthusiasm. In view of rare studies on artists’ fan clubs with a paid subscription service in the past, the author hopes that the research results of this study can provide as a model and also a reference for the industry when making relevant decisions in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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