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.
