台灣電影產業垂直整合策略之研究 ---以中環公司為個案分析

Abstract

論文摘要 策略是企業最高的指導原則，ㄧ個企業想要永續經營，不能不對策略 有所研究。在電影產業中，由於其高風險及高投資報酬率的特性，若採取 垂直整合策略，可以達到降低風險、確保回收等諸多效益。 根據新聞局所提供的數據，台灣電影產值有逐年增加的趨勢，然而本 土的電影市場仍為美國好萊塢的天下，國內唯有中環公司積極佈局電影事 業，而且是有策略有規劃的進行上中下游的佈局，未來還會不斷擴張電影 事業，十分值得研究。本研究即是以中環公司作為個案，經由參與觀察法 探究企業發展策略中的垂直整合動機與效益，印證在台灣電影產業的產業 鏈上，評估電影產業公司在市場上的垂直整合發展策略。 本研究的實證結果如下： 一、中環公司採取垂直整合策略的效益包括: 確保映演通路、確保電 影影片供需無虞、提升其他公司合作意願、提高談判籌碼、降低生 產成本、交易成本經濟效益、有足夠資訊提供影片製作的評估、降 低系統性風險等。 二、給其他台灣電影公司的建議包括: 採取垂直整合策略外仍要培養各事業體的核心競爭力、維持文化創意產業中價值創造部門的自主 性、建立以影片製作為軸心的垂直整合團隊、加強與其他集團的策 略聯盟、運用政府部門資源。 關鍵詞：電影產業、垂直整合、發展策略

Abstract Strategic planning, the supreme steering to lead business management, is substantial for a corporation that aims to operate business in a long run. As for film industry that features high risk and high investment return, vertical integration strategies will benefit the film-makers to lower risk as well as enhance revenue. According to the Government Information Office, market value for film industry in Taiwan has grown up; however, foreign film features, especially those from Hollywood, are the dominants in the market. CMC Group, as the only local company actively involved in film-making business, strategically expands its business map by vertical integrating sources from upper, middle, and lower streams. Based upon CMC Group case study, this project conducts observation methodology to explore motivation and benefits of vertical integration on business development; furthermore, by understanding chain value of channels in film industry, the project aims to evaluate vertical integration strategies utilized in film market in Taiwan. The research findings are as follows: 1.Vertical integration strategies made by CMC Group included to ensure releasing channels and sufficient supply of film features, to enhance business collaboration opportunities, to lower production cost and systematic risk, to evaluate economy efficiency, to maintain abundant. 2.Recommendations for other Taiwanese film-makers are as following. Aside from making vertical integration strategies, it is essential for the corporation to develop core competition of each business unit, to sustain independence of Creativity department, which is the value-making key in culture related business, to build up a vertical integration team that focuses on film features production, to enhance strategic cooperation with other mega companies, to efficiently use government resources, and so on. Keywords: Film Industry, Vertical Integration, Business Development and Strategic Planning