後ECFA時期臺灣電影產業在中國大陸市場的機會與挑戰

Abstract

本研究旨在探討台灣電影產業的競爭力，並希望透過研究給予產官學界在電影產業發展上的建議。研究方法是透過產業價值鏈來了解台灣電影產業的四大部份-製作業、電影工業、發行業及映演業的概況；並以Porter的鑽石理論模型探討台灣電影產業的競爭力。同時透過分析中國大陸電影市場的機會與障礙，及對比香港電影產業實行CEPA後帶來的結果；彙整出台灣電影產業競爭實力的真實面貌，和簽訂ECFA後為台灣電影產業帶來的機會與威脅；嘗試為台灣電影產業進入中國大陸市場發展，提出具體可行的策略和建議。

The study aimed to investigate the environment and competitiveness of Taiwan’s film industry and to provide recommendations for the industry and academia. Porter’s “Industry value chain” was used as the main research method to understand the environment of four main sub-industries in film industry: production, post-production, distribution and exhibition industries. The study also analyzed Taiwan’s film industry competitiveness with Porter’s “Diamond” system. The study further discussed the opportunities and barriers in mainland China and a contrastive analysis was performed to understand the consequences of the implementation of CEPA in Hong Kong film industry, in order to clarify Taiwan film industry’s competitive strength as well as the opportunity and threat of signing ECFA. Through discoveries and conclusions made from this study, suggested strategies and implications are given to Taiwan's film industry for future development in China market.