台灣電影行銷策略之研究－以電影《下半場》為例

Abstract

台灣電影產業每年產出的國片數量呈現逐年增加的趨勢，近幾年每年約有60部以上，但票房金額和比重皆無法與台灣市場的歐美電影相比，顯示台灣國片市場仍然有非常大的成長空間。國人對於國片的觀看意願遠遠不及好萊塢大片，一方面是演員知名度和拍攝技術的差異，另一方面是好萊塢影片背後都有豐富的行銷資源和制度，在電影還沒上映前就已經累積相當的口碑量和潛在觀眾。本研究以2019年上映的國片《下半場》作為個案研究對象，探討該片採取的行銷策略，從中辨識可能影響國片行銷的外在環境因子、內部策略缺失，藉此發展出一套結合傳統媒體行銷、口碑行銷、實體行銷的整合性行銷策略範本，作為後續國片擬定行銷策略的參考。

The film industry in Taiwan has seen profound growth in recent years, with around 60 movies released annually. However, the box office of these domestic movies is far less than that of western movies in Taiwan. To attract more audience, it is essential to identify effective marketing strategies that build up word-of-mouth and enhance customers’ motivations to watch domestic movies. Therefore, this research aims to explore marketing strategies of Taiwanese movies using the case study method. The case of the domestic film “We Are Champions” was analyzed. Porter's diamond model, PEST, and SWOT analyses were applied. Word-of-mouth marketing strategies were also investigated in details. Implications for marketing strategies of Taiwanese movies, limitations, and future research directions are then discussed.