互聯網時代下串流影音興起電影映演商的策略因應

在互聯網時代下，許多產業受到互聯網效益而大幅改變了原有的產業鏈及商業模式，其中受到這股衝擊最大的產業之一便是電影產業。此外，由於全球化發展的產業特性，使得電影產業整體市場受政治、經濟、社會文化、科技等總體環境影響甚巨，在互聯網的產物串流影音平台下，電影產業主要組成之一的電影映演業，更有改變經營模式及調整行銷等策略的必要性。根據本研究利用產業生命週期分析發現，雖然受互聯網效益，整體電影產業樂觀且呈成長趨勢，但細看電影映演業，其市場產值已經開始呈現負成長，目前正邁入衰退期；本研究發現互聯網時代下串流影音興起對於電影映演業有幾項衝擊：1. 電影產業鏈正受互聯網效應而改變，整體價值鏈的個別單元活動不再是單向的傳遞價值，而是透過數位及網際網路調整其組織架構及商業模式；2. 電影映演業已步入衰退期，電影映演業的定位不再只是電影，加上大眾生活型態的改變，現今除了商業大片如漫威系列英雄電影等，大眾已經大幅減少前去電影院觀賞的動機。本研究結論認為在互聯網時代下，因應串流影音平台的興起，電影映演商應注重：1. 創造電影映影場所與大眾的連結；2. 發展人性服務體驗等面向著手努力，並善加利用互聯網所帶來的成本效益以及整體趨勢，選擇最適合的成長策略，區隔與串流影音平台不同的價值點並帶動口碑效益，才能夠在互聯網時代下串流影音平台盛行的戰場中生存。

關鍵字

互聯網；串流影音；映演商；策略

並列摘要

In the Internet era, many industries have greatly changed the original industry chain and business model due to the benefits of the Internet. One of the industries that have been hit the most in the film industry. Also, due to the industrial characteristics of globalization, the overall market of the film industry is greatly affected by the overall environment of politics, economy, social, and technology. Under the Internet product streaming platform, the film industry is one of the main components of the film industry. In the performance industry, it is more necessary to change the business model and adjust marketing and other strategies. According to industry life cycle analysis, although the overall film industry is optimistic and showing a growth trend due to the benefits of the Internet, looking closely at the film projection industry, its market output value has begun to show negative growth and is currently entering a recession period; this study It is found that the rise of streaming video and audio in the Internet era has several impacts on the film projection industry: 1. The film industry chain is being changed by the Internet effect, and individual unit activities in the overall value chain are not an only one-way transfer of value, but through digital And the Internet to adjust its organizational structure and business model; 2. The film projection industry has entered a recession period. The positioning of the film projection industry is no longer just a movie and a change in the lifestyle of the public. Today, in addition to commercial blockbusters such as Marvel Series of hero movies, etc., the public has greatly reduced their motivation to go to the cinema to watch. The conclusion of this study is that in the Internet era, in response to the rise of streaming video and audio platforms, film distributors should focus on: 1. Creating a connection between the film projection venue and the public; 2. Developing humane service experience and other aspects of the effort Only by using the cost-effectiveness and overall trends brought by the Internet, choosing the most suitable growth strategy, distinguishing different markets from streaming audio-visual platforms and driving word-of-mouth benefits, can we survive in the battlefield where streaming audio-visual platforms prevail in the Internet era.