The Study of Marketing Strategies for Taiwanese Movies-Take Guo Zi Film’s Works as an Example

• Main Authors: Chen, Kai-Chen, 陳凱貞
• Other Authors: Lee, Ying-Jye
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/sdbwg2

碩士 === 國立高雄應用科技大學 === 文化創意產業系 === 103 === “Cape No. 7” has been considered as the new milestone for the recovery of Taiwan’s film in the last decade. It not only awakens but vitalizes the film industry in Taiwan. “Cape No. 7” has made the movie industry and the public pay attention to the works of ARS Film, which was established by Director WEI, Te-Sheng, whose works have constantly broken the record of box office, production and marketing in Taiwan’s film industry. In order to understand the overall context and current situation of Taiwan's film industry, and to find out why the film industry is paying much more attention to the role of producer in recent years, this research attempts to deeply analyze the problems of film industry structure from the professional view as a producer, and the two movies “Cape No. 7” and “Seediq Bale” respectively published by ARS film in year 2008 and 2011 are taken as case study. First, this research adopts case study and document analysis to explore the current structure of film industry and the arrangement of initial production, publication, and release from the angle of production of the two movies mentioned above. Second, it attempts to understand the planning and actual practice of film marketing strategy of ARS Film, and how ARS Film manages to focus on marketing which increases the topicality and communication efficiency that eventually improve the box office from the angle of marketing strategy. Last, the questionnaire is adopted to find out the satisfaction of marketing mode of the two movies; the quantitative analysis results show the marketing category with significant influence over the subjects and has received the positive feedbacks from the subjects .The research results reveal that the three major factors for movie watching based on consuming characteristics are story line, trailer, and film review; the three major sources for film information are network information, television advertisement, and recommendation from friends; the three most popular film derivative products are soundtrack, film fiction, and DVD. According to the subjects’ demographic variables which represent groups with different characteristics, the research finds out that there is a significant difference between genders in terms of placement marketing, a significant difference between educational stages in terms of brand marketing, and a significant difference between occupations in terms of marginal effects of film; however, there is no significant difference between internet marketing and marketing. This research is based on the study of “Cape No. 7” and “Seediq Bale” published by ARS Film. Its research mode and analysis results are expected to provide feasible direction and suggestion for the filmmakers in the future.