鑒於我國政府立法重視文化創意產業的開發,其中又以台灣電影產業為要角,而在全球化之際,國際行銷策略必定是電影產業的發展手段,所以本研究蒐集各國(美國、韓國、香港、印度)之電影產業政策,了解政府於產業中扮演的角色,並如何執行國際行銷策略;此外,分析我國政府推動電影產業政策、國際行銷策略與產官學三界執行上的問題;最後,結合國際行銷理論、文化行銷理論、各國電影產業成功的案例與SWOT分析,提出台灣電影產業之定位與國際行銷策略。 本研究採用文獻探討與深度訪談法來進行。在深度訪談方面,本研究以利害關係人理論,將訪談對象分為:法規利害關係人、組織利害關係人、社群利害關係人與國內外觀眾。藉由實務與理論、產官學三界相互對照,找出本研究之結論與建議。 一、本研究之結論包括: 1、外國個案 (1)各國政府以不同程度干涉其電影產業的發展。 (2)製作面上各國皆具不同的核心價值與創意性。 (3)各國透過國際行銷的方式來宣傳電影並促進資金籌措。 (4)人才培育一定是電影產業茁壯的根基。 2、實證研究 (1)台灣電影產業在國際影壇上之定位-以「多元電影文化為根基」,發展「新華與類型電影」。 (2)台灣電影產業國際行銷策略(New 4C) A、核心價值(core value):創作者以人與生活為本,拍出多元風格電影。 B、創意性(creativity): (A)產品面上:資金不足,缺乏電影預告且平面廣告無創意。 (B)促銷面上:片量低,無法建構指標性類型片資料庫;鮮少異業結盟策略,非觀影需求不強;政府以參展與市場展為主要推展台灣電影的國際行銷方式。 C、顧客(customer):喜愛或觀看台灣電影的五大因素、接受台灣電影訊息的媒介、台灣電影的四大文化意象。 D、跨域治理(cross boundaries governance):產官學三方聯繫不夠緊密,政策決議缺乏三方協商。 二、本研究建議包括: 1、以New 4C之概念為台灣電影產業制定國際行銷策略。 2、在理論取材與研究架構上給予後續研究者之建議。 關鍵詞:文化創意產業; 國際行銷; 文化行銷; 台灣電影產業
In recent year, the area of cultural economy and creativity has arrived in the world. “Movie Industry” is one of the most important cultural and creative Industries in Taiwan. However, if the movie industry in Taiwan were outstanding worldwide, our government would have to make international marketing strategies. First, present research reviews the movie industry policies of America, Korea, Hong Kong, and India to build an understanding of the role that government plays and their international marketing strategies are. Besides, the research analyses the policies our government executes to reveal the problems we meet. At last, the research finds out the position of the Taiwan film in the world through SWOT and makes international marketing strategies for our government. The research methods in this study include literature review and in-depth interview. Then, the research interviews four kinds of stakeholders contain regulatory stakeholders, organizational stakeholders, community stakeholders, and audiences. Base on the results, the research recommends our government to use New 4C which means core value, creativity, customer, and cross boundaries governance as international marketing strategies to progress the movie industry in Taiwan: 1. core value: (1) Emphasize that the entertainment and the movie industry work together. (2) Build the mature system of the movie industry in Taiwan from education. (3) Hold the international investment conference to make jointly shot films. 2. creativity: (1) Use drama idols to create the public praise of Taiwan films. (2) Choose one of the film festivals to internationalize it. (3) Govern strictly those cases promote the image of cities. 3. customer: (1) Select the Taiwan films about culture to bring them into national education. (2) Help the Taiwan films which win prizes to find the cooperation with other industries. (3) Increase to spread the issues of Taiwan films through popular blogs. 4. cross boundaries governance (1) Confirm the role our government plays and compose the special group of different fields. (2) After watching movie, provide lecture course for citizens. (3) Draw up the plan of the cooperation between movie colleges and industries. Key Words: Cultural and Creative Industries; International Marketing; Cultural Marketing; Taiwan Film