長久以來台灣電影一直積弱不振，這有歷史的脈絡因果，也有現實的市場背景，所幸從2008年《海角七號》的票房奇蹟，開始帶來國片復甦的契機，2010年起接連幾年，國片每年都有「票房佳作」的出現，可惜量都還太少，但這也已經證明國片不是不會賣座，而是要怎麼「賣」？ 於是本研究以《海角七號》、《艋舺》、《那些年，我們一起追的女孩》、《陣頭》、《大尾鱸鰻》歷年台灣賣座國片為分析對象，探討對內：本身行銷預算不足，商品又不具備市場吸引力，對外：又要面對有高預算做行銷宣傳，產品又有市場吸引力的強大競爭者下，如何在困境中突破重圍，透過對其實務的行銷作為的研究分析，建構可以依循複製，能逆境轉勝的劣勢行銷的方法，以期讓後續其他台灣國片業者，更甚讓同樣處於困境劣勢的企業體、創業家有所依循，共創台灣產業新未來。 / Movie market has been in a down term for long time in Taiwan. It was due to historical context and market practical reasons. But fortunately, “Cape No. 7” brings hope to Taiwan Movie industry after it created a miracle with unbeatable broken record of box office in 2008. Taiwan Movie was booming since then, it is not the matter of whether there is a market or not, but how to “Sell”? Here we used five successful movies in recent years as our research targets, including “Cape No. 7”, “Monga”, “You Are the Apple of My Eye”, “Din Tao: Leader of the Parade” and “David Loman”. By researching and analyzing their original ideas of how to identify the target market with low budget, and unattractive productions which have to face the strong competitions who have strong budget support for market promotions as well as strong market appearance. How do they break the plight? Thus developed a methodology of constraint marketing, providing a way to the other Taiwanese films industry, even more, to those beleaguered companies and entrepreneurs to follow! Eventually, create a brighter future to Taiwan Movie industry!

欲建構一個全方位的電影基地，實為龐大且複雜的計劃。臺中市政府新聞局於2011年開始規劃並落實建構的「中臺灣電影推廣園區」，研究者為該計畫決策執行兼推動者，故以行動研究的親身參與及實際觀察法，透過反省與修正探索建構一個全方位電影基地過程中，其關鍵問題與因應策略的現象及影響；歸納分析因各不同環境或人為因素變動，以及所選擇因應策略對產出結果的影響。期待本研究結果能成為未來類似計畫之參考。 本案研究者依系統循環的概念，以圖示歸納關鍵事件與因應策略對應後產出的結果，比對其變革後的結果與最初規劃目標之間的連結關係，從本研究發現中得出結果如下： 1.電影政策與城市行銷，可有直接的正向聯結關係。 2.一個計劃在建構期間出現無法預設的變革為正常現象。 3.良好的溝通與協調，亦可能成為影響結果的重要因應策略。 4.選擇得當的因應策略，即使改變，也可能出現比預期還好的成效。 根據本案的研究發現，提出建議如下： 1.全方位的電影文化與相關之產業政策應持續支持及推動。 2.變革雖為正常現象，但堅守目標、宗旨與原則，持續培植人才仍為重要使命。 3.即使觀念或訴求不同，但在追求社會與文化進歩發展的觀點下，更需透過理性的溝通與協調，求取共識。 4.變革可以期許出更好的新局與未來，但過往的歷史與紀錄，仍是新時代影像工作不可棄置的重要觀點。 / The objective is to build an all-purpose movie operational base and overcome any possible complications regardless the scale of them. The Information Bureau of Taichung City Government has started implementing the construction of “ Mid-Taiwan Movie Promotion Park” since 2011. The research unit for this particular project is also the project promoter and the executor. In other words, this project researcher was able to personally participate and inspect the production process through in person observation where the researcher could reflect on the adjustment made to target key issues in the park establishing process. The project researcher categorizes and analyzes these the park establishment strategy and analyzed results may also be affected by various human and environment factors. The purpose of this research is to have the analysis brought to the public and thus makes a positive impact for similar future projects. The researcher utilizes a system circulation concept and further demonstrates and clarifies this concept via diagram and visual presentation. The system circulation concept not only compares the result after modifications and the initial goal, but also bridges the relation between the result and the initial goal. The research reveals the following listed below: 1.The relationship between movies related policies and city marketing could be direct, positive, and constructive simultaneously. 2.It is typical that unpredictable barriers appear during the construction period. 3.Friendly constructive communication and coordination could be a key factor that affects the project outcome. 4.Appropriate response could result a better-then-expected outcome. Suggested strategies according to the research listed below: 1.An all－purpose movie culture and its related industries policies should be supported and promoted in a persistent and everlasting manner. 2.Although proposed plan may not always implement accordingly, the big picture is to stay adhere to goal, purpose, and principle and continue to cultivate talents. 3.It is particularly important to reason rationally and coordinate to reach a mutual aim when parties express difference aspirations and perspectives. 4.Changes could motivate breakthrough and, at the same time, it is crucial to keep the past in the back of the mind and note from the it.