The Digimarketing Strategy of The Movie Distribution Companies in Taiwan

• Main Authors: Yu-Chieh Su, 蘇郁婕
• Other Authors: Yi-Kuo Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/34610562590460429967

碩士 === 淡江大學 === 資訊傳播學系碩士班 === 98 === Marketing is one of the most important parts of film industry, because the audiences would never know how a film is without any announce. In digital era, the movie distribution companies have to develop their marketing strategies in new media to contact more potential audiences. This study interviewes thirteen people who work in the movie distribution company or advertising agency, and focuses on digital marketing strategies of movie distribution companies in Taiwan with integrated marketing communication (IMC) theory and digital marketing related researches such as internet marketing, mobile marketing, word-of-mouth (WOM) marketing, viral marketing, and social media marketing. The study finds that both of the American distributors and domestic ones devote part of their budget on internet display ads, search engine optimization (SEO), affiliate programs and social networking. To follow the rapid raising of the number of Facebook users in Taiwan, the movie distribution companies also start to use Facebook Fans’ Page to communicate with audiences in 2009. The suggestions for movie distribution companies are to observe the new media using habits of audiences, to plan the form and exposure timing of viral contents and agendas, and to design the activities in real channel to appeal the audiences to search more information on new media to achieve more marketing effects.