摘要
近年來漫威娛樂公司(Marvel Entertainment LLC)將旗下漫畫翻拍成真人電影，票房屢屢創造佳績。電影預告或海報一但出現漫威的商標或開場動畫，就算裡面的演員不是有名的明星，仍然會有大量的消費者前去購票觀賞。不單是漫威如此，許多電影製片商都會在電影預告和海報放上自己的商標或宣傳動畫來吸引觀眾。 預測新產品銷售量一直是企業界和學界熱門的研究議題。精準的銷售預測能夠讓行銷人員適當規劃不同期間的行銷活動。而電影產業生命週期短暫，容易在幾個月內就能夠觀察到完整的生命週期，因此一直是許多實證研究分析的對象。然過去有關探討眾電影產業的文獻並沒有探討到電影製片商對於銷售量的影響。 本研究試圖以Bass擴散模型探討美國電影產業的擴散模式，討論電影製片商對於產品擴散的影響以及不同規模的製片商是否有差別。本研究的最後結果發現不同的電影製片商對於電影銷售有顯著的影響。
並列摘要
In recent years, Marvel Entertainment LLC has remade its comics into live-action movies. The box office of these movies performed very well. There are many people going to the movie theater to watching Marvel’s movie as long as Marvel’s logo or opening animation appeared on the posters and trailers, even there is not any famous actor star. Not only dose Marvel has the effect, but also many film studios usually put their logo or promotion animation on posters and trailers to attract consumers. Predicting the sales of new products has been the most research issue of businesses community and academia. Precise prediction can make marketers plan promotion campaign on different period of time. The life circle of movie industry is short, easy to observe the complete life circle in a few months. However, the past literatures on exploring the film industry did not address film studios to influence box office sales. This study attempts to explore the diffusion model of American film industry and address the influence of film studios and scales to box office by Bass diffusion model. The final result of this study found that different film studios have significant effect on box office.
參考文獻
延伸閱讀
- 吳啟豪（2020）。電影產業鏈對於好萊屋戰爭片票房的影響力分析〔碩士論文，國立臺灣師範大學〕。華藝線上圖書館。https://doi.org/10.6345/NTNU202000219
- 楊怡瑩（2014）。廠商的營運策略對航運運費的影響〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU.2014.02353
- 陳惠仁（2012）。總體經濟因素對票券金融公司營運績效之影響〔碩士論文，國立臺北大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0023-2106201220312000
- 張茵婷（2009）。應用分量迴歸模型分析電影票房之影響因素〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU.2009.02736
- 姜妍戎（2019）。Changes on the Operating Strategies of the Film Industry Producers in the Internet Era〔碩士論文，國立政治大學〕。華藝線上圖書館。https://doi.org/10.6814/NCCU201900422