TED(Technology、Entertainment、Design)十八分鐘的小演講，其創新的內容與巨大的影響享譽全球。TED透過十八分鐘的演說，傳遞有價值的想法，歷經近三十年的演化與成長，不僅成為創意交流的重要平台，也透過語言翻譯和開放品牌授權等計畫擴散全球。在這股TED浪潮之中，台灣並沒有缺席，自2009年TED開放全球授權，台北是亞洲第三個拿到授權的城市，TEDxTaipei至今已舉辦三次大會，另有TEDxMonga(艋舺)與TEDxTainan(台南)等組織也取得授權、並各自舉辦活動。 TED經營多年的「會話資本」已經席捲全球各地且快速散佈，世界各地的人們持續談論、分享甚至參與TED。但是如同其他資本一樣，會話資本需要妥善地經營與管理，而TED究竟如何做到？藉由智慧資本的觀點，本研究提出三個研究問題：(1)組織的人力資本與結構資本對於會話資本經營有何影響？(2)組織的關係資本對於會話資本經營有何影響？(3)經營會話資本如何影響組織的智慧資本？ 對於TED與TEDxTaipei兩個案研究，本研究得到結論：(1)組織投入人力資本、採用結構資本以經營會話資本，經營過程促進人力資本與結構資本互動，而經營成果則會累積人力資本並建構結構資本。(2)組織必須採取適度的共創方式才得以將關係資本運用於會話資本經營，經營過程則須藉由適度授權以增加關係資本內涵。(3)組織經營會話資本的過程可促使智慧資本三要素互動，而互動過程與成果則可累積增加三要素的內涵。(4)組織經營會話資本可提升其智慧資本之內涵，智慧資本提升之價值可透過價值共創的途徑與適度採取創用授權機制而快速放大並得到積累。 / TED(Technology、Entertainment、Design) organization is a creative platform. It is knowned for its eighteen-minutes-only speeches of innovative contents. After nearly three decades of evolution and growth, nowadays, TED has become an important platform for exchanging ideas, and has been spreaded around the world by translation project, brand licensing and other programs. Meanwhile, Taiwan has not been absent in this “TED wave”. Since TED started licening its brand from 2009, Taipei is the third Asian city to get authorization, which held the name of TEDxTaipei, and held three conferences after establishing. Other organizations in Taiwan, such as TEDxMonga and TEDxTainan, also got authorization from TED and organized some activities. TED managed “Conversatonal Capital” for decades, which led the brand quickly spread around the world. People around the world continue to talk, share and participate in TED. Similar with other capital, Conversational Capital needs to be properly operated and managed. From the perspective of Intellectual Capital, this research explores three questions: (1) How do the Human Capital and Structural Capital influence on Conversational Capital? (2) How does the Relationship Capital influence on conversational capital? (3) How can managing Conversational Capital affect organization Intellectual Capital? Form the TED and TEDxTaipei two case studies, the conclusion of this research are as following: (1) In the organization, the input of Human Capital and the adaption of Structural Capital will influence on the interaction between the two capitals, enhancing the accumulation of Human Capital and the construction of Structural Capital. (2) Organizations require a certain level of co-creation to utilize Relationship Capital in the management of Conversational Captital, with methods of authorization to enrich Relationship Capital.(3) The process of managing Converstional Capital in organizations can encourage interaction among the Human Capital, Structural Capital and Relationship Capital, which outcome could develop the depth of three capitals. (4) The organization managing Conversational Capital improves Intellectual Capital which value could be accumulated by co-creation and authorizion.

台灣國片行銷常受限於預算有限，多數利用「事件行銷」方式進行行銷宣傳，吸引觀眾進戲院觀賞影片。不同於好萊塢，台灣電影有許多在地元素能夠與消費者進行溝通，並配合活動來吸引媒體報導，成功增加曝光度。 行銷者最重要的任務即是創造並傳遞價值給消費者，由太陽劇團(Cirque du Soleil)行銷團隊提出的「會話資本」是一個新的操作模式，經由操作「八個引擎」能夠讓消費變成一件具有意義且值得與他人談論的經驗，藉由消費者的討論及散播這樣獨特的經驗，企業或商品的價值也由此提升。因此，本研究從會話資本觀點出發，依照事件行銷的架構去檢視電影「翻滾吧!阿信」及「那些年 我們一起追的女孩」透過電影行銷所帶來的價值創造，提出四個研究問題:(1) 兩部電影如何經營會話資本? (2) 電影與消費者如何互動來經營會話資本? (3) 媒體應用在經營此兩部電影的會話資本的特性為何? (4) 兩部電影如何使用會話資本累積名聲並創造價值? 對於兩個案研究，本研究得到結論:(1) 會話資本經營的方向決定於電影本身的定位及特色，而內容則決定於電影故事及團隊資源。(2) 消費者是經營會話資本中不可或缺的元素，加強消費者的參與，讓消費者的生命經歷與電影故事及精神產生連結有助於電影會話資本的經營。(3) 媒體是傳達電影訊息的重要媒介，透過會話資本的經營，其所產生的紀錄及價值能夠再次藉由媒體影響更多消費者 關鍵字：電影行銷、會話資本、事件行銷 / Taiwanese movie marketing is usually limited by a lean budget and most of the marketers adopt “event marketing” as the major promotion tool to attract audience. Different from Hollywood movies, Taiwanese movies have many local elements, which can connect with consumers, and activities to attract media coverage and succeed in increasing the exposure. The most important task of marketing is to create and deliver value to consumers. "Conversation Capital" developed by Cirque du Soleil marketing team is a new model. Using one or all of the eight engines in a consumption experience helps make the experience more meaningful and worth talking. In turn, through positive word-of-mouth, the value of the company or product would be raised. From the perspective of Conversational Capital, this research explores four questions through two case studies: “Jump Ashin!”and “You're The Apple Of My Eye”: (1) How is conversational capital managed in the cases? (2) How is conversational capital managed through the interaction of movies and consumers? (3)What is the feature of media appliance in managing the conversational capital? (4)How to raised positive reputation and create value by conversational capital? The conclusions of this research are the following: (1) The direction in managing conversational capital is determined by the position and characteristics of the film itself; whereas the content is determined by the film story and team resources. (2) Consumer is an indispensable element in the conversational capital. Strengthening the participation and connection of consumers ’life experience with the movie helps manage conversational capital. (3) Media is an important medium to convey the movie message, and through the conversational capital, the records and value can affect more consumers once more by the media. Keywords: Movie marketing, Conversational Capital, Event marketing