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    Title: 電影行銷與品質管理投資之成本效益與模式的發展
    Other Titles: The development of cost/benefit model for the investments in movie marketing and quality management
    Authors: 蕭博元;Hsiao, Po-Yuan
    Contributors: 淡江大學管理科學學系碩士班
    李旭華;Lee, Hsu-Hua
    Keywords: 電影行銷;品質管理;口碑;產品製作能力;Movie Marketing;Quality Management;Reputation;Production capability
    Date: 2012
    Issue Date: 2013-04-13 11:19:27 (UTC+8)
    Abstract: 本研究探討投資於電影行銷與品質管理之成本效益之間的發展,藉由量化此兩項之方法,分析投資於電影行銷與品質管理所產生的效益關係,以建立可供與業者決定投資計畫之模型。電影業者往往透過電影行銷來提高電影的知名度、口碑進而提高消費者的觀看行為與市場佔有率,以促使營利最大。而投資於品質管理讓產品的製作能力提升,如整體電影的製作、拍攝能力等,研究結果發現品質愈高愈能讓顧客抱怨率下降,致使電影對於消費者有極大的吸引力。將電影與品質相結合所發展的投資模式作為架構,並且探討電影行銷與品質管理之間的相互連結構面,可幫助業者在發展投資於電影行銷與品質管理兩者在效益方面進行理論之結合。最後舉例數值分析例子,用以探討本研究的最佳解,本研究主題之意義與驗證結果,可做為後續研究及實務的應用參考。
    In this research, the cost and benefit model can be developed to study the investments in movie marketing and quality management. The relationship between movie marketing and quality management can be measured and analyzed to obtain the expected investment return on the investments in movie marketing and quality management and provide the modeling information for decision making. The film industry tends to increase the visibility, word of mouth of the movie through the movie marketing, thus improves the consumer''s viewing wishes and market share, increases the number of consumers to watch, and makes the most profitable. The production capability of the entire movie is increased by the investment in quality management, reducing the rate of customer complaints so that the movie The investments in movies and quality model can be integrated structure to explore the interface between in the movie marketing and quality management, which can help businesses to develop the model with the effectiveness of film marketing and quality management. Finally, numerical examples are used to obtain the optimal solution in this study. This research can be used as a prediction study and practical application in the movie marketing and quality management.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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