Playing an active supporting role in the development of film and TV industry is becoming an innovative city marketing strategy adopted by local governments in Taiwan recent years. The performance of a film and the outcome of city marketing policy involve a myriad of factors, and there lacks systemic indicators for local governments to evaluate the effect of city marketing through films and TV grams. This study, by exploring the cases of Kaohsiung City Government¡¦s efforts in supporting the development of film and TV industry, attempts to shed light on the strategic thinking in city marketing where ¡§public sector¡¨ is the main body, ¡§local¡¨ is the focus of marketing, and ¡§developing film and TV industry¡¨ is the methodology.
This study employs the case study methodology, using the audiovisual policy of Kaohsiung City Government for case study. Through literature review and examination of theories on city marketing, this study sums up indicators and success factors mentioned in the literature to develop operational definitions for the film and TV industry and establish preliminary evaluation indicators. Furthermore, the study seeks out a representative panel of experts and uses the ¡§modified Delphi methodology¡¨ to obtain judgments and feedbacks for the indicators to render the construction of indicators more emblematic.
Through questionnaire survey of 20 experts from the film and TV industry, academia, media, interested parties and public sector, this study constructs 38 evaluation indicators in five aspects, which are ¡§long-term goal oriented and using local resources¡¨, ¡§strengthening executive team and building local consensus¡¨, ¡§enhancing policy consensus and consolidating local resources¡¨, ¡§strengthening the contents of film or TV works with award-winning potential and stepping up international marketing¡¨ and ¡§establishing city brand and bringing in tourists¡¨, for city marketing through film and TV industry.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0911112-100401 |
| Date | 11 September 2012 |
| Creators | Yang, Meng-yin |
| Contributors | Chun-ching Yang, Hsuan-yi Chou, Luke H.C. Hsiao, Ya-ching Lee |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0911112-100401 |
| Rights | user_define, Copyright information available at source archive |
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