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!
| Identifer | oai:union.ndltd.org:CHENGCHI/G1009321231 |
| Creators | 洪東華, Hung,Tung Hua |
| 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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