影視產業上市上櫃成長策略：以J影視公司為例

Abstract

本研究藉由J影視公司的個案檢視台灣影視公司上市上櫃擴大經營規模的成長策略，研究主題包含J影視公司選擇以上櫃擴大經營規模的考量、上櫃過程中所遇到的挑戰、上櫃對於公司營運面的影響以及上櫃對於公司未來發展的影響。本研究藉由五力分析模型、鑽石模型、企業成長模式、商業模式地圖和IPO規劃流程分析兩岸影視產業現況、產業競爭環境、企業成長和企業價值主張，再透過個案研究和深度訪談質化分析收集和分析J影視公司的經營現況、上市上櫃考量和企業未來展望。分析結果顯示上市上櫃可提升J影視公司的經營規模，增加公司作品的多元性和製作規模，增加觀眾的票房和收視率，進而增加投資人的受益，形成良好的產業循環。上市上櫃也提升J影視公司進入大陸影視產業的條件，開拓為來企業發展的路。

The current study used the example of J Production Company as a case study to examine the IPO growth strategy of the film industry. Topics covered include reasons for selecting IPO as a growth strategy, challenges of IPO, operational impact of IPO, and growth impact of IPO. The five forces model, the diamond model, the firm growth phases model, the business model canvas model, and the IPO journey to analyze the cross-strait film industry, the competitive industry environment, firm growth and firm values, and information was collected on J Production Company. Interviews were conducted with management at J Production Company to collect information on current operations, IPO considerations, and future developments. Study results revealed that IPO is a strategy that can enhance the operational scope of J Production Company, increasing the variety and scope of produced works, which can raise viewership and in turn raise investment returns, forming a virtuous cycle. The IPO strategy can also increase competitive advantages of J Production Company as it enters the Chinese film industry, opening up possibilities for the future.