近年來，台灣的電視台搭配政府文化創意產業發展為源頭，拓展了不少文創商品的設計與開發，而企業的贈品定位，漸漸轉型變成發展企業衍生文創商品，漸漸選擇不虧損成本還能發展企業形象的商品，並開拓此類商品的行銷策略；本研究以台灣經營最久的民營電視台「TVBS無線衛星電視台」為例，透過觀察、前置、訪談、問卷及分析總結五個階段，探討其電視台衍生文創商品行銷策略之關鍵要素。而五個階段中，透過層級分析法，邀請商品行銷策略管理專家共10位進行問卷調查，以七大要素：商品本質、商品價格、商品通路、商品推廣、人才培育、實體環境及過程為評估層級構面，探討電視台衍生文創商品行銷策略之關鍵要素。 本研究結果發現，第一層級構面前兩名為「商品通路」及「商品推廣」，而第二層級評估依據前五名中即有「廣告宣傳」、「虛擬通路」、「實體通路」及「促銷」四項為「商品通路」及「商品推廣」構面中的評估依據，由此可得出電視台衍生文創商品行銷策略關鍵要素為「商品通路」及「商品推廣」。 Over the past few years, Taiwan’s television industry has paired with the country’s cultural and creative industry to develop an expanding number of cultural creative products and designs. My research concerns Taiwan’s longest-operating private TV network, TVBS, and has been divided into five sections – observation, lead time, interviews, questionnaires and analysis. The layout of these five sections will start from the observation and recording of the involved locations and those in charge of the products, through which the essential management principles are gleaned, followed by the condensed analysis of relevant theories supported by literature. The methodology used, the Analytic Hierarchy Process, included a survey completed by 10 managerial experts on marketing strategies. The survey involved the Marketing Theory of 7Ps. These create the structure by which this paper investigates the primary factors behind TVBS’s role in the advent of creative cultural product marketing strategies. This paper concludes that the first level of analysis falls under the categories of “product channels” and “product promotion.” The second layer of assessment reveals that the four categories of “advertising,” “virtual channels,” “physical channels” and “sales promotion” all form the foundation of “product channels” and “product promotion.” In conclusion, the advent of marketing strategies for creative cultural products through television can be summarized by these two forces.
