網紅產業之行銷策略：再睡五分鐘之研究分析

Abstract

中文摘要 本研究旨在探討由知名YouTuber滴妹創立之台灣手搖飲品牌《再睡五分鐘》的品牌經營模式與其跨境電商行銷策略，針對如何提升品牌曝光、消費者轉化率以及未來拓展海外市場的可行性進行分析。研究過程包含三大核心步驟：首先透過品牌SWOT、五力分析與競爭者比較掌握其市場定位與優勢挑戰；其次透過設計結構化問卷，蒐集消費者對品牌認知、購買行為與社群媒體影響力的觀點，輔以實際廣告數據（如Meta、LINE、Google之ROAS、CPM、轉換率）進行平台效益比較；最後分析廣告素材成效差異以調整策略方向。結果顯示，《再睡五分鐘》具備強烈的品牌人格與社群經營力，在年輕族群中擁有高度情感連結，Meta與LINE為最具成效的廣告平台；然而品牌仍面臨定價偏高、門市據點不足與競爭激烈等問題。本研究建議未來可朝健康產品開發、海外市場佈局、顧客參與式設計與永續形象建立等方向發展，以強化品牌忠誠度與國際競爭力。

Abstract This study aims to explore the brand management model and cross-border e-commerce marketing strategies of “NAP TEA,” a Taiwanese hand-shaken beverage brand founded by popular YouTuber Dee Mei. The research focuses on analyzing how to enhance brand exposure, increase consumer conversion rates, and assess the feasibility of future international market expansion. The study is conducted in three main phases: First, a comprehensive analysis using SWOT, Porter’s Five Forces, and competitor benchmarking was performed to understand the brand’s market positioning and core challenges. Second, a structured questionnaire was designed to collect consumer insights regarding brand awareness, purchasing behavior, and the influence of social media, which was then cross-analyzed with digital advertising metrics such as ROAS, CPM, and conversion rates from platforms like Meta, LINE, and Google. Lastly, an evaluation of advertisement creative performance was conducted to refine future strategic direction. The findings reveal that “NAP TEA” possesses a strong brand personality and excels in social media engagement, particularly resonating with younger consumers. Meta and LINE were identified as the most effective platforms for advertisement conversion. However, the brand faces issues such as high pricing, limited store locations, and intense industry competition. The study suggests future strategies should include the development of health-conscious products, expansion into international markets, participatory product co-creation with consumers, and a focus on sustainability initiatives to strengthen brand loyalty and global competitiveness.