從消費心理模式探究臺灣迷因行銷的現況

本研究旨在探討迷因運用的策略與執行，並從消費心理模式探究臺灣迷因行 銷的實踐現況。以八個迷因行銷廣告為案例研究樣本，解讀研究樣本內容的背景與 其所包含之意義及其觀察廣告訊息結果。研究主要分為五大部分:(一)透過文獻 分析法釐清迷因行銷和病毒式行銷之間的差異;(二)藉由業界專家實務操作的經 驗分享，更將訪談的內容與文獻重新梳理與確立後進行詳細的分析;(三)以 Mills (2012)所提出的「SPIN 社群網路行銷和品牌管理架構」分析樣本的消費者投入 喜好度、分享意願度，和促進消費者的互動性來增加與品牌的黏性等來觀察，分析 出樣本在社群媒體上的成效如何;(四)透過日本電通(2004)提出了 AISAS 模 型，探討樣本是否符合模型中的的注意、興趣、搜尋行動及分享要素進行深入探討; (五)藉由 Kevin wu(2020)提出的迷因三大特質，剖析研究樣本是否符合成功 迷因的要素，是否喚起受眾共同「記憶點」的高傳散性、是否輕鬆再製的模仿性、 是否為易分享性內容、是否趣味性，總結出該廣告樣本的迷因行銷成效。
從研究分析中揭示了迷因行銷策略的核心、現況發展、優點與缺點，以及時效 性和即時性的重要性;此外，研究結果發現影響行銷效果的還有利用社群媒體的主 題標籤、將商品 IP 化、迷因整體風格的統一性和可讀性，以及圖中人物肢體的呈 現等。以上策略能夠引起消費者的興趣和情感連結，進而促使消費者與他人分享， 增加品牌曝光效應。提高迷因的分享和轉發率，從而擴大其影響力和傳播效果。本 研究為迷因行銷的成功提供了重要的指導和啟示，並進一步幫助之後公私單位在 迷因行銷上的執行策略及應用。

The purpose of this study is to investigate the strategy and execution of the meme, and to explore the current implement of meme marketing in Taiwan from the consumer psychological model. The study uses eight case study samples of meme marketing advertisements to interpret the background and meaning of the sample contents and the results of the observed advertising messages. The study is divided into five main parts: (1) Clarifying the differences between meme marketing and viral marketing through literature analysis; (2) Analyzing the content of the interviews and literature in detail by sharing the experience of industry experts in practice; (3) Analyzing the sample's consumer preferences, willingness to share, and brand management by using the "SPIN Social Network Marketing and Brand Management Framework" proposed by Mills (2012). (4) The AISAS model proposed by Dentsu (2004) was used to explore whether the sample met the attention, interest, search and sharing elements of the model. (5) Using the three main characteristics of the meme proposed by Kevin Wu (2020), the meme marketing effect of the advertising sample was summarized by analyzing whether the research sample met the elements of successful memes, whether it evoked the high dispersion of the audience's common "memory points", whether it was easily reproduced imitation, whether it was easy to share content, and whether it was interesting.
The research analysis reveals the core, current development, advantages, and disadvantages of meme marketing strategy, as well as the importance of timeliness and immediacy. In addition, the results of the study found that the use of social media hashtags, the Intellectual Property of products, the uniformity and readability of the overall style of memes, and the presentation of the characters' bodies in the pictures. The above strategies can arouse consumers' interest and emotional connection, which in turn encourages consumers to share with others and increase brand exposure. These will increase the sharing and retweeting rate of the memes, thus expanding its influence and communication effect. This study provides important guidance and inspiration for the success of meme marketing and will further help public and private organizations to implement strategies and applications of meme marketing.