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    Title: 臺灣電影發行商的數位行銷策略
    Other Titles: The Digimarketing Strategy of The Movie Distribution Companies in Taiwan
    台灣電影發行商的數位行銷策略
    Authors: 蘇郁婕;Su, Yu-chieh
    Contributors: 淡江大學資訊傳播學系碩士班
    吳怡國;Wu, Yi-kuo
    Keywords: 電影;片商;整合行銷傳播;數位行銷;口碑行銷;社群行銷;Film;Movie Distribution Company;Integrated Marketing Communication;Digital Marketing;Word-of-Mouth Marketing;Social Media Marketing
    Date: 2010
    Issue Date: 2010-09-23 17:09:25 (UTC+8)
    Abstract: 90 年代開始,電影開始注重行銷策略的造勢與包裝,以廣告、公關、活動等方式營造觀眾熱烈期待的觀影氛圍。近十年來,隨著新媒體科技的發展,電影的行銷手法更不斷地推陳出新,設計出許多數位媒體與創意結合的行銷方式。本研究以整合行銷傳播觀點,統整電影行銷的傳統媒體使用工具與策略,並整理出數位行銷相關論述中,與電影行銷最密切的網路行銷、行動行銷、口碑行銷、病毒行銷、社群行銷理論及研究,進一步探討台灣的電影發行商目前的數位行銷策略及使用工具。

    本研究透過深度訪談及初級、次級資料分析,於2010 年1 月至5 月間,訪問八大片商的台灣分公司、獨立片商、部落格供應商及媒體代理商共十三人,並收集相關電影案例及資料,進行整理及分析。

    研究發現,無論八大或獨立片商,預算較多時會設計特別的數位廣告型式及版面曝光,但一般而言皆僅保留固定預算在入口網站、電影資訊網站廣告及關鍵字廣告,甚至完全不花經費,以內容交換的方式,提供素材及贈票活動等給網站來交換電影消息刊登的版位。此外,除非是廠商贊助或異業結盟合作,否則台灣電影發行商較少著墨於行動行銷上。

    八大片商與獨立片商當中,除了「華納兄弟」以外,皆架設以公司為單位的官方網站或官方部落格,即時更新公司近期上映的電影並收集相關會員資料。隨著2009 年中旬Facebook 在台灣的崛起,台灣主要的電影發行商除了「龍祥」外,皆已成立Facebook 粉絲專頁經營觀眾社群。有些公司積極地設計應用程式、提供粉絲專屬活動;有些則以類似部落格方式經營,將粉絲專頁當成官方資訊的發佈管道。

    研究建議,未來發行商應深入觀察觀眾的社群參與及使用習慣,以提供個人式訊息並引導對話。對於發佈內容也應以更完善的管理及規劃,創造與數位媒體工具結合的議題,善加利用觀眾的自創內容,並徹底落實數位與傳統實體通路的統合,使電影行銷策略發揮更大的效益。
    Marketing is one of the most important parts of film industry, because the audiences would never know how a film is without any announce. In digital era, the movie distribution companies have to develop their marketing strategies in new media to contact more potential audiences.

    This study interviewes thirteen people who work in the movie distribution company or advertising agency, and focuses on digital marketing strategies of movie distribution companies in Taiwan with integrated marketing communication (IMC) theory and digital marketing related
    researches such as internet marketing, mobile marketing, word-of-mouth (WOM) marketing, viral marketing, and social media marketing.

    The study finds that both of the American distributors and domestic ones devote part of their budget on internet display ads, search engine optimization (SEO), affiliate programs and social networking. To follow the rapid raising of the number of Facebook users in Taiwan, the movie distribution companies also start to use Facebook Fans’ Page to communicate with audiences in 2009.

    The suggestions for movie distribution companies are to observe the new media using habits of audiences, to plan the form and exposure timing of viral contents and agendas, and to design the activities in real channel to appeal the audiences to search more information on new media to
    achieve more marketing effects.
    Appears in Collections:[資訊傳播學系暨研究所] 學位論文

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