新創IP品牌塑造及社群經營企劃書-叭叭宿舍

Abstract

本企劃內容旨在深入探討新興插畫帳號「叭叭宿舍」的創立過程，分析其品牌 誕生的背景、創立目標、市場定位以及產品設計等核心要素。作為一個全新的 品牌，「叭叭宿舍」的創立源於對市場需求的洞察以及對文創產業未來發展的 期許。 此外，本文透過對文創產業及社群媒體經營模式的深入分析，揭示了「叭叭宿 舍」如何在競爭激烈的市場中找到一個獨特的位置，並成功吸引目標客群。研 究也著重於新創品牌在建立初期可能面臨的各種挑戰，包括品牌認知度的建 立、產品定位的精確度以及線上線下經營的困難。如何在資源有限的情況下有 效地進行市場推廣，並利用社群媒體的優勢來創造品牌價值，成為本論文的一 個關鍵分析方向。 接下來利用競爭者分析、STP策略及4Ps框架，系統性地確立了品牌的市場定位 和目標客群，為內容方向提供了清晰指引。此外，運用同理心地圖深入剖析顧 客需求與偏好，以期增強品牌與顧客的情感連結和互動黏著度。 希望此研究能為新創品牌提供實用的經驗與建議，不僅有助於其在競爭激烈的 市場中脫穎而出，還能協助品牌在建立初期打下穩固基礎，有效應對市場動態 與潛在挑戰，實現長期穩定的成長目標。

This project aims to explore the creation process of the emerging illustration account "Baba Dorm," analyzing key factors such as the background of its brand creation, founding objectives, market positioning, and product design. As a new brand, "Baba Dorm" was established based on insights into market demand and aspirations for the future development of the cultural and creative industry. Furthermore, this paper provides an in-depth analysis of the cultural and creative industry and social media management models, revealing how "Baba Dormitory" has carved out a unique position in the highly competitive market and successfully attracted its target audience. The research also focuses on the challenges new brands may face during their early stages, including building brand awareness, precisely defining product positioning, and navigating the complexities of both online and offline operations. One of the key analytical directions of this paper is how to effectively promote the brand with limited resources and leverage the advantages of social media to create brand value. The study uses competitor analysis, STP strategy, and the 4Ps framework to systematically establish the brand's market positioning and target audience, providing clear direction for content strategy. In addition, it applies empathy mapping to deeply analyze customer needs and preferences, aiming to enhance emotional connections and engagement between the brand and its customers. It is hoped that this research can offer practical experience and advice for new brands, helping them stand out in a competitive market, build a solid foundation in their early stages, effectively respond to market dynamics and potential challenges, and achieve long-term and stable growth.