近年影音串流隨選平台在全球各地高速發展，尤其亞洲區又是成長最快的地區之一，各大境外OTT平台業者爭相進入台灣市場，在未來將會對本土廠商帶來更強大的衝擊，與此同時，國內平台近年時常上架優質的本地作品，吸引大量消費者訂閱，然而卻始終不能在影劇風潮過後將人潮留住，因此，本研究透過研究在台境外標竿廠商Netflix與愛奇藝的品牌策略，希望能夠給予本土平台經營上的建議。實際進行的研究內容如下：
1、 以品牌金字塔分析在台標竿廠商（Netflix、愛奇藝）在品牌建立的每個階段分別執行了什麼策略或是利用什麼特色，提供初步的品牌經營方向。
2、 其中對於顧客忠誠度方面較關鍵的社群行銷再深入研究，蒐集Netflix、愛奇藝半年間Instagram貼文的按讚、分享、留言去找出熱門的貼文類別跟互動方式，提供社群經營的方向。
3、 透過論壇、網路文章提到Netflix或愛奇藝的文字分析，檢視消費者對此兩個品牌的認知，喜愛及討厭的因素。
4、 透過深度訪談調查此兩個品牌的深度參與者的認知感受去了解在品牌建立每個階段策略的效果。
　　結果顯示明確的品牌形象、與較知名的同業業者合作、線上線下廣告、口碑傳播是能有效建立品牌識別階段的策略；免費試用，隨時終止、定期特價活動、可分獨立使用者的帳戶是可以吸引消費者使用平台的策略，而若滿足消費者以下期待則可以使其進入到品牌意義階段：多裝置、多語言、良好的搜尋系統、流暢高畫質、多種類且完整的內容、符合消費者取向的內容、好的翻譯品質；接著，一次上全集、數據輔助內容製作、良好的推薦系統、好看且獨特的原創內容及貼心的平台功能則可以將用戶帶至品牌回應階段；最後，預告、精彩片段、明星主體、梗圖貼文為主，互動型、抽獎、劇情解釋類貼文為輔，且重質不重量的社群貼文策略，能夠提升社群聲量，促進用戶的品牌參與，增加群體感的同時進入到品牌關係階層。

　　In recent years, the on-demand audio and video streaming platform has developed rapidly around the world, especially in Asia, where it is also one of the fastest-growing regions. Major overseas OTT platform companies are competing to enter the Taiwan market, which will have a stronger impact on local manufacturers in the future. At the same time, domestic platforms have frequently listed high-quality local dramas in recent years, attracting a large number of consumers to subscribe, but they have not been able to retain the crowd after the drama trend. Therefore, in this study, the benchmarking companies outside Taiwan are researched by Netflix and iQI Yi's brand strategy hopes to be able to give advice on the operation of local platforms. The actual research contents are as follows:
1. Use the brand pyramid to analyze what strategies or features are used by Taiwanese benchmark manufacturers (Netflix, iQiyi) at each stage of brand establishment to provide initial brand management directions.
2. In-depth research on social marketing, which is more critical to customer loyalty, collects Netflix, iQiyi Instagram’s posts, likes, shares, and comments to find popular post categories to provide the direction of social media strategies.
3. Through the forums, online articles mention the text analysis of Netflix or iQiyi, and check the consumers' perceptions of these two brands, factors they like and hate.
4. Investigate the cognitive feelings of the in-depth participants of these two brands through in-depth interviews to understand the effects of strategies at each stage of brand establishment.
　　The results show a clear brand image, cooperation with earlier well-known peers, online and offline advertising, word-of-mouth communication are strategies that can effectively establish the brand identity stage; free trial, termination at any time, regular discount activities, can be divided into independent user accounts are strategies that can attract consumers to use the platform, and if it meets the following expectations of consumers, it can be transformed into a brand meaning stage: multi-device, multi-language, good search system, smooth and high picture quality, various categories and complete content, in line with consumption User-oriented content, good translation quality; then, the first complete works, data-assisted content production, good recommendation system, good and unique original content and intimate platform functions can bring users to the brand response stage; finally, the trailors , Highlights, star subjects, memes posts mainly, interactive, lottery, plot explanation posts supplement, and focus on quality not quantity of the social media post strategy can enhance the community voice, promote user brand engagement, At the same time increase the sense of group and enter the brand relationships stage.

論文審定書.........................................................i
誌謝....................................................................ii
摘要....................................................................iii
Abstract.............................................................iv
目錄....................................................................v
圖目錄...............................................................vii
表目錄................................................................ix
第一章　緒論....................................................1
　第一節　研究背景.........................................1
　第二節　研究動機.........................................3
　第三節　研究目的.........................................4
　第四節　研究架構.........................................5
第二章　產業概況.............................................6
　第一節　台灣影音串流平台產業現況...........6
　第二節　Netflix概況......................................8
　第三節　愛奇藝概況....................................10
第三章　文獻探討............................................12
　第一節　Netflix及愛奇藝相關研究..............12
　第二節　品牌共鳴金字塔.............................16
　第三節　顧客認知........................................19
第四章　研究方法............................................20
　第一節　品牌共鳴金字塔-個案研究法........20
　第二節　社群貼文分析-定量研究法............21
　第三節　網路品牌認知分析-文字探勘方法.24
　第四節　品牌顧客認知訪談-深度訪談法.....25
第五章　研究結果............................................28
　第一節　品牌共鳴金字塔.............................28
　第二節　社群行銷分析.................................52
　第三節　網路品牌認知分析.........................65
　第四節　品牌顧客認知訪談.........................73
第六章　結論與建議.........................................85
　第一節 研究結果......................................85
　第二節 管理意涵............................................89
　第三節 研究限制與未來研究方向.................92
參考文獻............................................................94
英文文獻...........................................................94
中文文獻............................................................95
網路資料............................................................97

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網路資料
資誠通訊。2019。資誠通訊第 332 期封面企劃：2019 全球娛樂暨媒體業展望報告。原文網址：https://www.pwc.tw/zh/publications/events-and-trends/cover-story/c332-cover.html
維基百科。Netflix。原文網址：https://zh.wikipedia.org/wiki/Netflix
維基百科。愛奇藝。原文網址：https://zh.wikipedia.org/wiki/%E7%88%B1%E5%A5%87%E8%89%BA