The Executive Yuan of Taiwan has launched many policies to encourage the county and city governments to develop their own different festivals. This new movement has pushed the festival industry, a new subsidiary industry of MICE, to a new phase of rapid growth. However, from 2005, the development of festivals in Taiwan has met some problems and hazards after a rapid growth in quantity and scale. It will be very helpful to enhance the quality and competitiveness and to develop the internationalization of Taiwan festivals if we can analyz and research the developing processs, key success factors and developing strategies of Taiwan festivals industry. A successful festival not only consists of good planning and execution but also the attractive and unique topic and content. Therefore, it will become an important topic for research on key success factors of Taiwan festivals. This research will focus on three different cases of festivals, Pingtung Bluefin Tuna Cultural Festival, Kaohsiung Lantern Festival and Kaohsiung International Container Arts Festival. Some key success facets and factors of festivals will be analyzed by AHP(Analysis Hierarchy Process). The interviewees include festival industry corporations, governments and non-profit organazations. The quality analysis and AHP questionnaire has been used to analyze the key success factors and the key points of managing Taiwan festival. At last, this research also discussed the competitiveness of whole festival industry in Taiwan by using the tools of Diamond Model of Competitiveness of Michael Porter. We also summarized many experts¡¦ viewpoints to a six developing strategies, those are developing a systemic research on festivals, enforcing the planning and management of festivals, setting rules of festivals and festival organizations, promoting festival brands, enriching the interchanges of international zones, and enforcing variable marketing and promotions. Seven developing trends of internationalization, marketing, uniqueness, industrilization, variablization, centralization and regulationalization have also been presented. It will be very meaningful and helpful if some useful strategies and directions have been used from this research by the governments, corporations, and other parties that involved in the festival industry in Taiwan.

本研究雖非旨在探討如何解決台灣電影產業困境，但不難看出研究最終的結論其實是解決台灣電影產業困境的方法之ㄧ。由於兩岸電影產業多年來缺乏交流，而原因除了中國對於電影的各項發展措施缺乏穩定性及中國電影法規與部門體制異常複雜之外，我們對中國電影之政策法制、市場偏好、產業規模及產業價值鏈知之甚少也是關鍵原因之ㄧ。 故本研究除了探討中國電影發展政策及其法規外，也以波特的五力分析模型探討兩岸電影產業的各個競爭面向，加上學者的產業研究及產業數據分析，用以回應本文欲探討的兩個問題包括: 1.中國在電影產業上之發展策略對台灣的機會與挑戰為何? 2.針對中國發展策略對台灣的機會與挑戰，台灣電影產業應採取哪些應變措施? 由本研究結果可看出，由於中國電影發展政策的影響，使得中國電影產業的替代品威脅遠較台灣電影產業低，但若台灣能夠與中國電影產業採取跨國合作的方式，爭取製作合拍片的機會，則可化危機為轉機，使台灣電影產業能夠走出市場狹小及人才不足的問題，並排除中國與香港簽訂CEPA後所帶來的華語合拍片的威脅。 關鍵詞:中國電影發展策略、電影產業、波特五力分析 / Though the purpose of this study is not to solve the current predicament of the film industry in Taiwan, it is obvious that the result of this research is one of the solutions of current situation. The insufficient communications between the film industry in Taiwan and mainland China is because that the developing policies of film are unable and the regulations and sections regard to the films are extremely complicated in China. In addition, we are not familiar with the film making policy, market tastes, industrial scale, and industrial value chain in China as well. Therefore, except for identifying the film developing policy and related regulations in China, this study also probed into the competitive factors of the film industries cross-Strait with Michael Porter's Five Forces Model and combined with the academic industrial research and data analysis to figure out the two topics of this study: 1. What are the opportunity and challenge of Taiwan to the developing strategy of the film industry in China? 2. What kinds of response measures should the film industry in Taiwan take to encounter the opportunity and challenge caused by the developing strategy of the film industry in China? The research result suggest that due to the influence of the film developing policy in China, the threat of substitution of the film industry in China is much lower than it is in Taiwan. However, if the film industries in Taiwan and China are able to cooperate and strive for the opportunity of film shooting, the crisis may be altered to a favorable turn, which allows the film industry in Taiwan to solve the problem of tiny market and insufficient human resource, and eliminate the threat of co-shooting of Chinese movies caused by the CEPA signed by China and Hong Kong. Keywords: developing strategy of film in China, film industry, Michael Porter's Five Forces Model.