台灣紀錄片商業模式發展之個案研究

Abstract

紀錄片是拍攝、記錄或者以議題為主軸，真實呈現現實世界題材的電影；紀錄片的題材範圍廣泛，所呈現的社會反思與功能，是民主社會化，政經社會化，生存永續化中的重要進程。但是，在資本主義掛帥的社會，紀錄片如只是單純的呈現議題，淪為「小眾」的討論，所呈現的反思功能就受到許多侷限。如何在社會議題溝通及經濟效益實踐間取得平衡，以可支持的商業化基礎上擴大「大眾」反思，成為本研究期望能夠深入探討的議題。 然而，在商業市場的發展中，如何將紀錄片所傳達之社會議題透過商業模式彰顯其效益，在過去相關研究中缺乏整體性、系統化的研究。因此，本研究分別從紀錄片在台灣的發展困境，產業鏈的重整，受限的播映平台，籌集資金的困難，商業模式的運作等面向，分析紀錄片在台灣的現狀，與未來發展。 本研究採用Johnson, Christensen and Kagermann（2008）的商業模式架構，以《看見台灣》紀錄片的第一手資料，從《看見台灣》的製作、發行、映演全過程進行記錄與剖析，歸納其商業模式的成功關鍵，期望能提供未來台灣紀錄片商業化發展的參考。 從《看見台灣》的個案研究中，可以推演出其商業模式中至關重要的三點：其一、將議題鎖定客戶（觀眾）價值主張(環保議題與愛台灣行動的連結)；其二、把握生產及宣傳、發行過程中的關鍵資源（如特殊技術、名人效應、口碑及社群的正向傳播等）與流程（如記者會、試片會、首映會及其他各種宣傳活動）；其三、資金來源的多元及數位發展，並發展多樣化的映演方式（院線、DVD、電視、影展、國外版權出售…）以獲得更好的收益。 據此研究結果，本研究針對紀錄片的發展，提出以下幾項建議：一、創作層面應注重題材的多元化及其與客戶價值需求的聯結，在行銷手法及關鍵流程上進行創新，最終在大環境下達到產業鏈的和諧共贏；二、研究層面應從美學分析到商業探討，且多從國內外的成功案例進行剖析；三、政策層面政府應對紀錄片的創作給予更多政策上、資金上的扶持，以打造合理的、良性的創作環境。

The documentary films record and tell stories of the real world. Their subject matter is drawn from a wide range of topics, and their role in making people reflect on society is an important part of advancing democratic socialization, political and economic socialization, and sustainability. In a capitalist society, however, if documentaries only present a topic that is discussed among a small segment of the audiences, their impact would be limited. Therefore, this research proposes to explore the extent and approaches of achieving a balance between social impact and economic value for a documentary film through business model designs. However, previous research has failed to offer a comprehensive, systematic resolution to the proposed research issue. This research, therefore, undertook a exploratory, case-based approach to various issues faced by Taiwanese documentaries, such as industrial chain reorganization, limited broadcast platforms, and fundraising difficulties, as well as business model practices, so that we can inductively make concludes and provide suggestions to the future development of documentaries in Taiwan. By applying Johnson, Christensen and Kagermann’s (2008) business model framework and based on firsthand data from the documentary, Beyond Beauty: Taiwan from Above, this research records and analyzes the film’s production, distribution, and screening to conclude key success factors of its business model. Three key insights are identified; they are,1).Linking environmental protection issue with the “love Taiwan” movement, 2). Leveraging production techniques and publicity as well as important resources to use in the distribution phase (special techniques, celebrity impact, public and community praise) and processes (press conferences, screenings, and premiere events), and 3). Utilization of various capital sources, digital development, and diversification of broadcast channel (the theater circuit, DVD, television, film festivals, foreign copyrights and sales…). This study proposes the following recommendations to the future development of documentaries. For production, it should enhance the diversity of the subjects and connecting with customer needs. Innovative marketing methods and key processes are needed, with an ultimate goal of making win-win solutions to the industrial eco-system. For research, it should cover from aesthetic analysis to commercial investigation. Analysis should include study of successful domestic and foreign cases. Last but not the least, for policy-making, government should give more political and financial support to documentary production. This would nurture a positive and sustainable environment for the prosperous development of documentaries in Taiwan.