台灣動畫電影的商業模式之探討

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Title:	台灣動畫電影的商業模式之探討
Other Titles:	Discussion on Commercial model of Taiwan Movie Animation
Authors:	楊錫彬
Contributors:	中國文化大學廣告學系
Keywords:	台灣動畫;商業模式;動畫創意;市場行銷;動畫電影 Taiwan animation;business model;animation creativity;marketing;movie animation
Date:	2018-03-01
Issue Date:	2018-08-22 11:37:26 (UTC+8)
Publisher:	南華大學社會科學院
Abstract:	近年來，台灣動畫創意有效的轉變成市場有價商品化，正逐步成長茁壯，朝向國際市場而努力，而台灣動畫電影是否能走向國際市場，先必要能生產出優質的動畫，然而好的動畫必須要有優秀的原創人才與製作團隊，以及應該投入更多的市場行銷、企業整合，才能建立一個有效的經營模式。可從迪士尼動畫公司的發展過程中，能夠得知要製作動畫電影必須因應市場喜好而調整商業模式，每一部動畫電影的商業模式，都是為市場所重新訂作的。因此，唯有商業化的動畫電影，才能夠有機會回收高成本的投資，再透過授權機制進一步取得超額的獲利。本研究探討台灣動畫電影商業模式，目的在於為動畫電影製作尋求獲利及建立商業模式，期望動畫電影製作公司能透過商業模式達到獲利目標，又能滿足觀眾娛樂需求的期待，同時經營動畫電影的品牌價值成為可永續經營的動畫公司。 Recently, creativity in the movie animation in Taiwan has effectively become valuable to the commercial market. The industry is growing stable and thriving internationally. Movie animation in Taiwan whether or not they can succeed in the international market depends on its quality. A good animation requires excellent and creative talent in its production team. To establish an efficient business model, more resources should be placed in marketing and company integration.Learn from the development of Disney animation, we can see that a movie animation producer must be able to adjust its business model in order to adapt to the market. The business model of every movie animation has been customized in order to adapt to the market. Therefore, only commercialized movie animation shall be possible to receive high returns on its investment and through the sale of copyrights, more profits can be returned.This discussion will look at the commercial model of Taiwan movie animation. The purpose of our discussion is to look at how to make profits from movie animation production and establish a business model. We would like to see movie animation produced while achieving a profitable target that could also satisfy the audience with entertainment that they expect. At the same time, running a business of movie animation brand can become a sustainable business for an animation producer.
Relation:	南華社會科學論叢 4期
Appears in Collections:	[The Journals of Nanhua University ] Nanhua Journal of Social Sciences

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