The Study of Marketing Strategies for Taiwanese Movies in 2011 : A Case Study of “ You Are the Apple of My Eye”.

• Main Authors: Cheng, Wenting, 鄭雯婷
• Other Authors: 賴祥蔚博士
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/55543440673488475081

碩士 === 國立臺灣藝術大學 === 廣播電視學系應用媒體藝術班 === 100 === As supported by recent studies, word-of-mouth marketing strategy is crucial in bolstering a movie’s box-office result, which is positively affected by favorable reviews, or public opinions. This strategy has been one of the most common marketing weapons of Taiwanese filmmakers ever since it made Cape No. 7 a surprise blockbuster in 2008 that raked in a record-breaking amount of more than NT$ 100 million. The box-office success of MONGA, Night Market Hero, You Are the Apple of My Eye, Seediq Bale 1, and Seediq Bale 2 offered solid proof of how well that strategy works for Taiwanese movies. In an attempt to explore the marketing strategies of Taiwanese movies released in the year 2011, the author conducted a case study of You Are the Apple of My Eye. Based on the concept of word-of-mouth marketing, the author assumed the “cinematic marketing” perspective to delve into how marketing strategies were planned and executed for You Are the Apple of My Eye through in-depth interviews with the movie’s marketing planners, marketing implementation/promotional staff and director. The interviews were focused on how word-of-mouth marketing was used to create buzz, enhance the box-office performance, and tangibly contribute to the movie project, so a marketing model and recommendations could be derived from the interview results for Taiwanese films to achieve success in marketing. The objectives of this study include: (1) Analyzing the marketing strategy and promotional approaches of You Are the Apple of My Eye; (2) Examining how a word-of-mouth marketing strategy was conceived and implemented for You Are the Apple of My Eye; (3) Proposing a marketing model to explain the success of You Are the Apple of My Eye in addition to some recommendations. Findings from this study indicate that: (1) marketing resources are unevenly distributed among Taiwanese movies, with the filmmakers lacking a comprehensive and systematic marketing model; (2) the moviegoers’ varied behavioral patterns and buying decisions prevent word-of-mouth effects from being fully predicted; (3) the word-of-mouth marketing model fails to explain consumers’ attitudes toward a movie.