台灣電影票房關鍵影響因素之探討-以Google Trends大數據分析

Discussion on the Key Factors Affecting Box Office of Taiwan -with Google Trends Big Data Analysis

王瀞珮(Jing-Pei Wang)

指導教授 ： 李建興 ； 張國甫

義守大學/管理學院/管理碩博士班/碩士(2019年)

摘要

台灣因為加入WTO，對於外國片的進口，可以說是完全沒有限制，雖然近年來有越來越多不同類型的電影產出，但仍舊無法抵擋各國強片的強勢攻擊，台灣票房前10名的電影，依舊鮮少有台灣電影上榜，而電影的票房就如同電影產業的成績單，從成績去反思自己的不足，才能讓產業加速進步，但台灣電影票房長期不透明化，過往要查票房，都只能看大台北地區的票房去換算大概的全台票房，直到2016年電影法三讀通過之後，文化部於2017年落實台灣電影票房公開，電影學者才可以投入分析探討台灣電影產業的問題，本研究也才得以進行。

本研究係以Google Trends探討一個能創造高票房的電影組合為目的，透過文獻先找出9個有3篇以上探討影響台灣電影票房的關鍵因素，再藉由Google Trends工具從文獻找出的9個關鍵因素去分析2018年8部千萬以上票房的電影數據，找出各因素之排名，並訪談10位台灣資深電影專家學者以100分配分9個影響票房的關鍵因素去計算權重，套入Google Trends以2018年千萬票房以上的8部台灣電影排名算出總分，藉此分析此工具是否可以提供未來電影產業規劃高票房電影時運用，也期待能創造屬於台灣的高票房電影組合參考。

關鍵字

文化部影視與流行文化產業局 ； 高電影票房 ； 權重分析

並列摘要

After Taiwan entered into the WTO, there are no longer restrictions on the import of foreign films. Although there have been more and more different types of film production in recent years, it still cannot withstand the strong attacks of strong films from various countries. There are still very few Taiwanese films on the list of top 10 of film box office in Taiwan. While the box office of film is regarded as the transcript of the film industry, reflecting on their shortcomings in terms of achievements can accelerate the progress of the industry, but the box office of Taiwanese films has been lack of transparence for a long time. In the past, the box office of Taiwan could only be approximately calculated through the box office in the great Taipei area. Until the release of third reading of the Film Law in 2016, the Ministry of Culture implemented the disclosure of Taiwanese box office in 2017, and film scholars could analyze and discuss the problem of Taiwan film industry. Therefore, this study was carried out.

This study used Google Trends to explore a film combination that can create a high box office. First, it identified 9 key factors that affect the box office of Taiwanese films with more than 3 articles, and then employed the Google Trends tool to analyze the data of 8 films with the box office of more than 10 million in 2018 with the 9 key factors. The ranking of each factor was identified. Ten senior film experts and scholars in Taiwan were interviewed to assign 100 score to 9 key factors affecting box office to calculate the weight. This study used Google Trends to calculate the total score based on the ranking of 8 Taiwanese films with the box office of more than 10 million in 2018, and analyzed whether this tool can be used in the future film industry to plan high box office films and also expected to creating a reference for high box office films in Taiwan.

並列關鍵字

T Bureau of Audiovisual and Music Industry Development (Ministry of Culture) ； High Film Box Office ； Google Trends ； Weight Analysis

參考文獻

一、中文部分

文化部影視與流行音樂產業局 (2019年12月)。2018年影視廣播產業趨勢研究調查報告－電影產業(第一版)。台北市。頁3 &頁19。

李天鐸、劉現成 (2017)。電影製片人與創意管理。台北市：文化部影視及流行音樂產業局。

吳佳倫 (2007)，電影行銷(第一版)，台北市:書林。

夏衛國 (2009)。電影票房營銷。北京市:中國電影。