美商八大電影公司每年票房收入約佔台灣電影市場總票房的七成以上，台灣外片發行商面臨這樣強大的挑戰，在許多方面都處於極大劣勢。然而，2006 年，幾部由台灣外片發行商所發行的影片，仍突破重圍，取得票房上的成功。這些個案展現了數種專屬於台灣電影市場的行銷模式，顯然具有值得借鏡之處。
本研究在深入瞭解台灣電影發行市場的歷史脈絡與現況之下，對2006 年在市場上獲得成功票房的四個個案進行資料蒐集與訪談。接著以整合行銷傳播的概念，分析其各行銷層面成功的元素，希望對於台灣外片發行商未來發行能夠有所幫助。個案選擇以影片上映規模為分類，挑選各類別中票房排行最具有代表性的四個案例，分別為：甲上娛樂所發行的《絕命終結站3》、山水娛樂的《巴黎我愛你》、海鵬電影的《愛瘋狂》以及聯影的《戴珍珠耳環的少女》。
藉由探討台灣外片發行商的成功行銷模式，本研究希望提供台灣電影發行業者未來行銷上的參考，使得電影的發聲權不再單由好萊塢所掌控，觀眾的觀影經驗才能夠更豐富而多元化。
關鍵字：電影行銷 整合行銷傳播 台灣外片發行商 / Every year, more than seventy percent of the annual box office profit in Taiwan is earned by Hollywood’s major cinema distributors. Facing such a strong competitor, Taiwan foreign film distributors certainly have a lot of disadvantages. However, in 2006, the box office for some movies by Taiwan foreign film distributors still achieved remarkable success. These successful cases demonstrate several kinds of marketing models suitable for Taiwan’s film market and is worthy of further research.
After a fully investigation of the historical development for the Taiwan film market, this thesis aims to interview four Taiwan foreign film distributors whom achieved great box office success in 2006, collect relating data, and use the concept of integrated marketing communication to analyze elements of their success. The four cases are classified by their scale of release, while selecting the film that achieved the highest box office in each category. The four films chosen are as following: 《Final Destination3 》,《Paris, Je T'aime》, 《C.R.A.Z.Y》and 《Girl with a Pearl Earring》
Keywords: Film Marketing, Integrated Marketing Communication,Taiwan Foreign Film Distributor.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093453009 |
| Creators | 陳逸凡, Chen,Frank |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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