ABSTRACT The Taiwanese idol dramas have been assailed by Japanese and Korean dramas for many years, but in the past few years they have also built up an increasing number of viewers. Therefore, they can be said to have great potential in business area, but were ignored by researchers. A popular show can be sold for as much as 132 million NT dollars each episode, which can be a lucrative industry. However, with limited budget and resources, how do Taiwanese idol dramas keep their competition? The study considered that teamwork and leadership play a crucial role. In the past, literature has been discussing many factors that influence project success and team performance in various industries, including factors such as human resource, teamwork, leadership, etc. However, none has carried an in-depth study on such factors in the idol drama industry. Therefore, the present study aims to investigate the key factors related to teamwork and leadership that may influence the success of the idol dramas during the production process. In this qualitative study, the researcher interviewed with five veteran staff of Taiwanese idol dramas and provided the following results¡G 1. The factors that influence the success of the idol dramas include the high uncertainty factors such as the social atmosphere, marketing and the TV channels that broadcast the show. The key factors are the qualifications of team members, teamwork and the competence of the leader. 2. The characteristics of the idol drama project may include the following: 1) a specified date for completion, 2) a specified and limited budget, 3) quality standards, 4) how the team members work together, and 5) the social atmosphere, which may not be essential in other kinds of projects. 3. The director is the key person related to the success of an idol drama. The director¡¦s competency, communication skills, leadership, problem-solving skills, emotional state and his/her characteristics are all crucial factors related to success. 4. The members of one successful team should have competence, experience and the ability to coordinate and communicate with others, as well as problem-solving skills, innovation, and particularly talents in art. In this industry, using interpersonal network is a main channel of finding qualified team members. 5. Communication is perhaps the most critical factor in management and interaction. Effective communication can lead to teamwork and friendly atmosphere. Teamwork and optimistic atmosphere can in turn lead to the success of a drama.

In the past, the main audiences of TV serials in Taiwan are housewives, but less TV serials set youngsters as target audiences. Recently, the appearance of ¡§Taiwan idol dramas¡¨ that plots are close to youngsters¡¦ life styles gives the youngsters a different choice and becomes a popular TV serial type among youngsters. ¡§Love¡¨ is an important element in Taiwan idol drama. For attracting audiences¡¦ attention, the producers will focus on the plots about love and make the contents that fit to the audiences¡¦ favor. The producers and screenwriters pay much attention on the plot-setting, but they ignore how they affect audiences¡¦ values and expectance for love of the society. For finding the relationship between Taiwan idol dramas and female audiences, the research combines cultivation and Use & Gratification, two different ways of audience research. By content analysis, the research defines the love world in Taiwan idol dramas. By questionnaire survey, the research understands the impressions and opinions for Taiwan idol dramas of female audiences with different viewing motives, viewing behaviors, and love experiences. Results show the particular love concept in Taiwan idol dramas will influence love concept of female audiences, and the love concept will be strengthened when they are heavy viewers. With much more motives like entertainment and information-learning, the particular love concept of audiences will be strengthened by the particular love concept in Taiwan idol dramas, but with much more motive like ritual viewing, the particular love concept of audiences will be weakened by the particular love concept in Taiwan idol dramas. No matter the audiences lack love experiences or have blessed love experiences, the love concept in Taiwan idol dramas will not influence love concept of audiences.

台灣的電視劇從民國五十八年由中國電視公司製播的【晶晶】開啟戲劇新紀元，歷經近四十年台灣電視劇，隨著時代的變遷，在順境中求變化、在逆境中求生存，從八點檔連續劇到九點半單元劇，再由本土劇到偶像劇，期間尚有類戲劇穿插其間，台灣戲劇的豐富性與類型之多變，也造就台灣文化娛樂產業持久的競爭力。 近年來，由於傳播科技日新月異，加上有線頻道的開放，媒體市場競爭更形白熱化，置入式行銷（Product Placement）也順勢成為行銷人員使用的行銷手法之一，而置入式行銷即運用戲劇節目的優勢，將商品或品牌與戲劇進行結合，企圖為商品或品牌創造更多元的曝光機會。 本研究即針對十一位涵蓋戲劇製作端、媒體代理商與廣告主三種領域、具有電視劇置入式行銷實務執行經驗的產製前端人士進行深度訪談，希望藉由前製端實際從事置入式行銷專業人士的角度，深度剖析並歸納電視劇置入式行銷的運作，並進而建構從事電視劇置入式行銷的觀念與操作建議，期望經由本研究提供各方正向的思考，更希望未來在實質上能有助於提升置入式行銷的精進。 / Since the China Television Corporation（CTV）produced the first Taiwan’s TV serial drama---“Jingjing”（晶晶）in 1969, a new era of drama began. From the prime-time soap opera, 9P.M. unit theatrical, to local serial drama, idol drama and even docudrama, TV opera in Taiwan are full of variety. Changing based on primary trends is the reason why entertainment industry in Taiwan can keep highly competitive in the past 40 years. Due to the great development of communication technology and cable TV system, media commercial market in Taiwan became more and more competitive. Now marketing staff usually adopt “Product Placement Strategy” to combine merchandise and TV opera. They want to create more and various opportunities to expose the products and brands in the shows. This research used the way of depth interview with 11 persons who have full working experiences on three dimensions: the production of TV drama, media agent and client, then concluded the opinions from these professional people. Via the view of pre-production specialists for product placement marketing field, this research analyzes and induces the way to operate a successful marketing campaign by using product placement strategy in Taiwan TV serials. The purpose of this research is providing positive suggestions to enhance the performance of placement marketing.

台灣偶像劇自2001年開始發展至今，已經成為台灣電視劇的主流，在面對高度競爭的收視市場，如何能吸引觀眾收視，行銷是重要的。而在傳播行銷過程中，如何能引起媒體報導加以宣傳、如何能有效使用行銷工具、整合行銷偶像劇，「話題」是重要的。 話題行銷就是將偶像劇產品一致性的訊息設定，建構媒體有興趣報導的題目及內容，也就是媒體話題，透過媒體的報導宣傳，形成閱聽者有興趣的話題，再加以討論、流行、傳播，形成有效傳播產品訊息的行銷。 本研究是以「命中注定我愛你」偶像劇為例，由於「命中注定我愛你」偶像劇創下了台灣偶像劇歷史的最高收視紀錄，分段收視高達13.64%；另一方面本劇亦獲得民國97年度廣播電視金鐘獎的「年度電視節目行銷獎」，本劇在播出期間引起平面媒體爭相報導，共計超過二百篇平面報導、網路熱烈討論，話題熱度高到平均天天平面媒體均加以報導，本劇在台灣偶像劇發展史中，的確具有指標性意義，故以「命中注定我愛你」偶像劇為研究個案。 本研究分別從話題行銷的「策略面」、「戰略面」、「執行面」加以分析，並且從「大眾傳媒通路」及「行銷工具通路」兩個面向，即傳媒通路應用的「報紙」、「電視」、「網路」、「雜誌」及行銷工具中的「活動」、「廣告」、「公關」、「DM」中，執行整合行銷傳播的應用研究， 在話題行銷的「策略面」及「戰略面」分析中是以「傳播模式」及「整合行銷傳播」加以研究，在話題行銷的「執行面」研究，是透過本劇的行銷團隊、產製劇組、媒體記者的實際訪談及相關資料加以整理分析，匯整訪談重點及行銷資料，找到「話題行銷」於「命中注定我愛你」偶像劇行銷的研究發現及結論。 / Since year 2001, Taiwanese idol drama has become the main trend of Taiwanese TV drama show. Marketing is very important in how to attract the audience in a highly competitive TV rating market. However, within the process of media marketing, the “talking point” is very significant because it is how we catch the media’s attention, has them advertise for us and how we can use the marketing implements effectively, and unifies the marketing strategies for the idol drama. “Hot topic marketing” is to set up a certain type of message that makes the peripheral products of the idol drama has its consistency. In this way, it constructs the topic and context that the media is interested. Through media’s reports and advertising, the topic becomes an interesting issue among the audience. When the audience talk about it, it become more popular so it is spread out and the marketing of product selling become even more effective. This research uses the idol drama “Fated to love you’ as an example as a case study. The drama show “Fated to love you” created the highest TV rating record among the Taiwanese idol drama records ever, and the sectional rating was high up to 13.64 ％. Besides, the script also won the prize of “Yearly Best Marketing TV program” in Golden Bell Awards in year 2008. During the broadcasting time, it attracted so many print media to rival for priority to report news about the show. There were over 200 written reports writing about this drama show, and it is also been discussed through the interest ardently. The popularity was so high at the time that print media almost have reports about the show daily. Therefore, the idol drama show “Fated to love you” is very indicative in the development of Taiwanese idol drama show. This research will talk about the “maneuver aspect’, “strategic aspect”, and the “executive aspect” of hot topic marketing and using them to analyze the drama show. Also, through the dimension of using “Mass Media approach” such as newspapers, television, internet, and magazines；“Marketing implements approach” such as propaganda activities, advertisement, relations, and flyers, we can execute the applied research study on integrated marketing dissemination. Within the analysis on the aspect of “maneuver” and “strategy” on buzz marketing, I put emphasis on “Communication Model system” and “Integrated Marketing Communication in particular. I found some discoveries and conclusion on hot topic marketing within the drama show “Fated to love you” through analyzing our marketing team, production group, reporters actual interviews and other related data.