文娛事業的蒸蒸日上，為從事藝術相關領域研究學習的學生們帶來了更多的就業機會，同時也拋出了許多發展中必然產生的問題，以引導我們思考。在電影、電視和戲劇領域，表演者透過媒體曝光獲得名聲和公眾支持，並藉由塑造獨特特質來建立明星形象。儘管明星形象建構極具重要性，但文化產業管理研究中涉及該主題的內容不足5%，顯示出研究上的空白。本研究運用多重個案研究法，輔以次級資料分析與比較方法，探討黃曉明的明星形象建構過程。研究涵蓋形象形成的背景、職業選擇與產業定位，以及社會責任與危機管理對公眾形象的影響。同時，也分析策略性標籤、職業規劃與專業關係對於長期成功的影響。研究結果強調，明星形象需保持一致且具真實感。過度脫離個人特質的形象往往難以持續，如黃曉明透過形象轉型，從「年輕偶像」逐步成長為「成熟且具社會意識的演員」，展現了個人品牌的長期塑造。這表明明星形象應兼顧穩定性與適應性，使其既能符合公眾期待，又能與時俱進。戰略適應與長期規劃是明星形象成功的關鍵。娛樂產業變化迅速，藝人需根據市場趨勢調整自身定位，以維持影響力。黃曉明從「霸道總裁」形象轉向更具親和力的公眾人物，顯示了適應市場需求的重要性。此外，明星形象的成功不僅取決於短期聲望，還涉及長遠職業規劃，如多元角色選擇、公益參與及策略性公共露出，這些舉措有助於強化明星的公信力與市場價值。數字平台的運用亦成為現代明星管理的核心策略。社交媒體使明星能夠與粉絲直接互動，進一步鞏固個人品牌。黃曉明透過社交平台維持穩定曝光，不僅推廣個人作品，也展示生活點滴與公益活動，使其形象更具親和力。此外，公眾認知與危機管理也是明星形象維持的關鍵。即便精心塑造的形象亦可能面臨爭議或挑戰，如何應對輿論壓力決定了明星能否長久立足。黃曉明成功從早期的「霸道總裁」刻板印象轉變為更溫和且富有社會責任感的形象，這一過程突顯了形象管理中的修正與重新定位策略。
總結而言，明星形象管理是一個持續適應、策略性經營與危機應對的過程。本研究透過分析黃曉明的職業生涯，提供了關於形象一致性、戰略適應、長期規劃、數字媒體運營與危機管理的有效策略與實踐洞見，為當代娛樂產業的明星管理提供理論支持與應用價值。

The rapid growth of the entertainment industry has created more employment opportunities for students in artistic research while also introducing developmental challenges. In film, television, and theater, performers gain fame and public support through media exposure, shaping their celebrity status by adopting distinctive traits. Despite the significance of celebrity persona construction, fewer than 5% of cultural industry management studies address this topic, highlighting a research gap. This study examines the construction of Huang Xiaoming’s celebrity persona using a multiple case study approach, supplemented by secondary data analysis and comparative methods. It explores the background, career choices, and industry positioning that shape a celebrity image, as well as the role of social responsibility and crisis management in maintaining public perception. Additionally, it analyzes strategic labeling, career planning, and professional relationships as critical factors in sustaining long-term success. Findings emphasize the necessity of maintaining a consistent yet authentic public image. A persona that deviates too far from an artist’s true character is often unsustainable. Huang Xiaoming’s transformation from a “young heartthrob” into a “mature, socially-conscious actor” illustrates the importance of balancing stability and adaptability in shaping a long-lasting celebrity brand. Strategic adaptation and long-term career planning are essential for maintaining relevance in a rapidly evolving industry. Huang’s transition from the “domineering CEO” archetype to a more relatable public figure demonstrates the need to align with market demands. Moreover, celebrity image management should extend beyond immediate fame, incorporating long-term planning through diverse role selection, philanthropic engagement, and strategic public appearances to enhance credibility and market value. Leveraging digital platforms has also become a key strategy in modern celebrity management. Social media allows direct interaction with fans, reinforcing an artist’s public image. Huang Xiaoming has effectively maintained online visibility by utilizing social media not only to promote his professional work but also to share aspects of his personal life and philanthropic activities, strengthening his connection with audiences. Furthermore, public perception and crisis management play a crucial role in sustaining a celebrity's career. Even well-crafted personas are subject to scrutiny and challenges, requiring skillful navigation of public opinion. Huang’s shift from an early “domineering CEO” stereotype to a more empathetic and socially engaged public figure highlights the importance of strategic image adjustments and public relations efforts.
In conclusion, celebrity persona management is a continuous process of adaptation, strategic engagement, and crisis mitigation. By analyzing Huang Xiaoming’s career, this study provides insights into image consistency, strategic adaptation, long-term planning, digital media management, and crisis response, offering theoretical and practical contributions to contemporary celebrity management in the entertainment industry.

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