| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 96 === Considering the current movie market, the publication cost of a movie is very high. Meanwhile, customers have complicated requirements, and the trend of concentrated movie consumption is gradually clear. For both movie companies and movie broadcasting businesses’ perspective, clear market segmentation after understanding customers’ needs and interpretation of customer behaviors to design different products and marketing combination for different markets are of great urgency for the general movie industry.
According to early researches on the movie market, scholars segments the markets based on customers’ life style and desired benefits. In practical application, enterprises are unable to find out which customers or how much economic benefits they bring under specific market segmentation. In light of this situation, this research introduces RFM transaction model as the foundation of market segmentation along with life style theories and EKB model application to discuss behaviors and thought models of customers with different contribution.
Based on the analysis result, this paper divides customers into the highest contribution customers, regular contribution customers and low contribution customers, accounting for 7.3%, 25% and 67.7% in overall samples, respectively. In measurement of life style, the highest contribution customers focus on innovation diversity and information acquirement; regular contribution customers pay more attention to group entertainment. Low contribution customers are more excited in vivid aspect. In EKB behavior models, there is no distinctive difference in motive of movie viewing among the three groups. However, channels of obtaining information among three groups are different. In consideration of evaluation principles, the highest contribution consumers emphasize on the properties of movies; the other two groups pay more attention to other external properties. In actual consumption, distinctive differences are found in movie viewing companions, purchase willingness on site, and timing of watching movies among the three groups.
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