The Study of Marketing and Promotion Strategies of Taiwan Cinema Industry

• Main Authors: Ztu-Ling Chiu, 邱子玲
• Other Authors: Nu-Lu Yu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/73646099686752646582

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 99 === In the past, Taiwan movies had unprecedentedly been popular and loved by the people for quite a long time. However, it was in the doldrums in the last few years. From 2008 when "Cape, NO.7 " hit the box office with great success, Taiwan’s cinema industry started to receive close attention again and is recovering in recent years. On top of changes in marketing strategy in Taiwan’s cinema industry, the government is also assisting the Taiwan cinema in growing and expecting that the future prosperity of Taiwan cinema, especially in golden ten years. This study is based upon 4P marketing theory (including product, price, place, promotion), takes the Taiwan cinema as consumer product and conducts analysis on the promotion of Taiwan cinema, exploring how to use communication tools for individual communication strategies as well as to integrate with each other to produce synthesis effect. In the end, it comes up with “integrated marketing communication” conception for the promotion of Taiwan cinema. The unformatted and in-depth interview method is applied in this study. The interviewees are from the industry, the government, the academic circle and the results of the interviews can help us understand how the government to assist the promotion of Taiwan cinema; whether government assistances match the needs of the industry or not; and how the academic’s viewpoints about the government-industry relations and the outlook for Taiwan cinema industry. The study found that the government begun to expand the promotion of Taiwan cinema in last two years, the assistance measures mainly include the marketing subsidy and assistance, media integrated marketing communication, and others. With the gradual change in Taiwan cinema market, the professionals in cinema industry, in accordance with multiple movie content genre, pushes forward different promotional strategies, including the use of news media, star system, website promotion, free preview, premiere, related merchandise, etc. It is expected the emergence of diversified development in cinema industry with the government assistances. The industry is also expecting the active involvement of government by providing Taiwan cinema media platform, film trust fund, transparent subsidy and assistance information and other measures so as to make Taiwan cinema industry growing. The majority of respondents expect that the implementation of Cross-strait Economic Cooperation Framework Agreement will let Taiwan cinema have a greater film market and will be helpful for Taiwan cinema industry.