台灣國片行銷常受限於預算有限，多數利用「事件行銷」方式進行行銷宣傳，吸引觀眾進戲院觀賞影片。不同於好萊塢，台灣電影有許多在地元素能夠與消費者進行溝通，並配合活動來吸引媒體報導，成功增加曝光度。
行銷者最重要的任務即是創造並傳遞價值給消費者，由太陽劇團(Cirque du Soleil)行銷團隊提出的「會話資本」是一個新的操作模式，經由操作「八個引擎」能夠讓消費變成一件具有意義且值得與他人談論的經驗，藉由消費者的討論及散播這樣獨特的經驗，企業或商品的價值也由此提升。因此，本研究從會話資本觀點出發，依照事件行銷的架構去檢視電影「翻滾吧!阿信」及「那些年 我們一起追的女孩」透過電影行銷所帶來的價值創造，提出四個研究問題:(1) 兩部電影如何經營會話資本? (2) 電影與消費者如何互動來經營會話資本? (3) 媒體應用在經營此兩部電影的會話資本的特性為何? (4) 兩部電影如何使用會話資本累積名聲並創造價值?
對於兩個案研究，本研究得到結論:(1) 會話資本經營的方向決定於電影本身的定位及特色，而內容則決定於電影故事及團隊資源。(2) 消費者是經營會話資本中不可或缺的元素，加強消費者的參與，讓消費者的生命經歷與電影故事及精神產生連結有助於電影會話資本的經營。(3) 媒體是傳達電影訊息的重要媒介，透過會話資本的經營，其所產生的紀錄及價值能夠再次藉由媒體影響更多消費者
關鍵字：電影行銷、會話資本、事件行銷 / Taiwanese movie marketing is usually limited by a lean budget and most of the marketers adopt “event marketing” as the major promotion tool to attract audience. Different from Hollywood movies, Taiwanese movies have many local elements, which can connect with consumers, and activities to attract media coverage and succeed in increasing the exposure.
The most important task of marketing is to create and deliver value to consumers. "Conversation Capital" developed by Cirque du Soleil marketing team is a new model. Using one or all of the eight engines in a consumption experience helps make the experience more meaningful and worth talking. In turn, through positive word-of-mouth, the value of the company or product would be raised. From the perspective of Conversational Capital, this research explores four questions through two case studies: “Jump Ashin!”and “You're The Apple Of My Eye”: (1) How is conversational capital managed in the cases? (2) How is conversational capital managed through the interaction of movies and consumers? (3)What is the feature of media appliance in managing the conversational capital? (4)How to raised positive reputation and create value by conversational capital?
The conclusions of this research are the following: (1) The direction in managing conversational capital is determined by the position and
characteristics of the film itself; whereas the content is determined by the film story and team resources. (2) Consumer is an indispensable element in the conversational capital. Strengthening the participation and connection of consumers ’life experience with the movie helps manage conversational capital. (3) Media is an important medium to convey the movie message, and through the conversational capital, the records and value can affect more consumers once more by the media.
Keywords: Movie marketing, Conversational Capital, Event marketing
| Identifer | oai:union.ndltd.org:CHENGCHI/G0099359030 |
| Creators | 蔡齡萱 |
| 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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