| 摘要: | 隨著文化創意產業發展，台灣電影產業的環境與票房逐漸改善，同時科技的進步，亦使得電影行銷推廣逐漸朝向多元的方式進行，因此，本研究主旨在於探討國產電影票房的表現與電影行銷推廣中媒體策略的關聯性。本研究藉過去影響觀影者觀影決策與電影行銷推廣之文獻，整理出可能影響電影票房之行銷推廣因素，並從中將媒體策略分為四個層面，在傳統媒體策略有電視媒體（新聞報導、節目與廣告時段）、平面媒體（報紙、雜誌與廣告版面）、廣播媒體（節目與廣告時段）、戶外廣告以及影院預告與空間等行銷因素；在新媒體策略有社群網站、電影論壇、網路新聞與網路廣告等，進而建構電影行銷媒體策略因素。而本研究以2009-2013年有新媒體發展時期的188部國產電影為個案，依每部電影其媒體策略行使情形建立資料庫，由於部分資料蒐集不易且具時效性，因此，最後建構之因素重新進行篩選，刪除掉廣播、戶外、影院空間、非社群以及電視廣告等部分因素，再進一步採取複回歸統計分析，預測其對票房之影響。本研究結果顯示，電影整體媒體策略對於票房之影響是具有顯著性影響；傳統媒體策略之電視媒體策略對於票房之影響較具有顯著性影響；以電影行銷的各種媒體因素層次作分析，則電視新聞報導與社群網站分別顯示出影響力。最後，本研究藉由獲得結果，提出解釋與建議，以供電影產業領域參考。
Environment and the box office of the Taiwanese movies have gradually been improved along with the development of cultural and creative industry. Together with the technological advances, promotions of movies marketing have been conducted in a multi-dimensional way. Thus, this study aims to explore the correlation between theperformance of the Taiwanese movies and the media strategies from promotions of movie marketing. According to literatures of the strategies that affect the decision of movie viewers and the promotions of movie marketing, this research compiled the possible media factors of promotions that might affect box office and organized those media strategies into four levels. The factors in traditional media strategies include TV media (news reports, programs and advertisements), print media (newspapers, magazines and advertisements), broadcast media (programs and advertisements), outdoor advertisements, and trailers and other spaces. On the other hand, the media factors in new media include social networks, films forums, online news, and online advertisements. This research studied 188 Taiwanese movies from 2009~2013, during the development of the new media. A database was established depending on the movie’s media strategy. As data collection was not easy and there is timeliness, the media strategical factors werere-selected in the end, removing broadcasting, outdoor media, movie theater spaces, non, social networks and TV advertisements. Multiple regression statistical analyses were adopted to estimate the impact towards box office. According to the results of this study, the media strategy has significant impact towards the box office; the TV media strategy among traditional media strategies has the significant impact towards the box office. From the media factors in movie marketing, TV news reports and social network demonstrated their influence. Explanations and suggestions were proposed in this study which can be taken as reference by the film industry. |
