| 摘要: | 與中國簽定ECFA協商後，中國承諾讓台灣電影進入中國市場，可以不受外片進口配額限制，為台灣電影另闢途徑，使台灣電影有更多機會進入中國廣大市場，對國內的電影產業確實有所助益。 2012年有10部台灣電影在中國上映，同為台灣電影，在大陸上映之後，卻呈現出與台灣大不相同的票房成績，到底是什麼原因使得在台灣叫座的片，在中國的票房，有的開出亮麗成績，有的卻慘遭滑鐵盧，不如預期呢？在中國開放市場的時候，什麼是台灣電影在中國市場上可行的行銷方式才使台灣電影在大陸的票房有亮眼的成績，成為台灣電影一大重要課題。但在學術研究中，關於台灣電影行銷海外的研究明顯不足。
因此本研究將以質性研究焦點團體法，針對來台陸生進行訪談，並以三種不同票房表現之電影「那些年，我們一起追的女孩」、「賽德克巴萊」、「新天生一對」為電影樣本，以大陸觀眾之角度探討台灣電影在大陸賣座的原因，以及提出對台灣電影行銷大陸的建議。
本研究結果發現，台灣電影最吸引大陸觀眾的地方為：題材平易近人；劇情內容具有創意；兩地文化相似；喜歡台灣明星。
若是台灣電影要成功行銷大陸，在文化方面，大陸觀眾建議：要熟悉大陸政府的政策與意識型態；預告片依各省的文化做調整；拍攝類型電影。在行銷方面，大陸觀眾建議：善用口碑行銷；避開重要檔期；推電影套票；二三線城市要造勢宣傳會。在內容方面，大陸觀眾建議是，題材可以針對主消流費群體設計，或是專門拍攝銷售大陸的電影。
大陸觀眾也非常期待兩岸三地電影合作，期許能超越歐美。而目前電影在大陸被盜版嚴重的問題，可透過政府簽約或是片商將電版權提早賣給網路觀影平臺；或是在觀影平台上，依點擊次數收費。
After ECFA, China committed to the idea that more Taiwan-based movies could be allowed into the China market, and they would be free from the limit quota of foreign movies. This policy definitely makes Taiwan-based movies more profitable and paves the way for Taiwanese movies into to China’s market.
In 2012, there were 10 Taiwanese movies released in China. However, after the release in China, the box office in China did not similarly present the movie as the same as the box office in the Taiwan market. What are the reasons in which Taiwan-based movies earn more in Taiwan than in China? What effective approach could Taiwan make movies marketable? Until now, it has been a tough question to answer. However, the study of Taiwanese movies for overseas marketing has been a rare occurrence.
Therefore, based on qualitative research, using the technique of a focus group, the study proceeded with oral interviews from Chinese students studying in Taiwan. Three Taiwan movies, “You Are the Apple of My Eye”, “New Perfect Two” and “Seediq Bale” and their sales performance were taken as cases for this study. The study aims to discuss why Taiwanese movies in the China market sell well, and provide practical advice for Taiwanese movies that will be released in the China market in the future.
The results of this study found that Taiwanese films were the most attractive for China audiences due to: theme approachability, creativity in story content and cultural similarities between the two countries as in Taiwanese celebrities.
For the success of Taiwanese films on a cultural perspective, the Chinese audience suggested that Taiwanese filmmakers need to be familiar with Chinese governmental policies and ideology. Also, trailers need to be adjusted according to cultural provinces or to have films especially for the locations. In marketing terms, the Chinese audience suggested the use of marketing by word of mouth, to not have an effect on the movie theater schedule, market group tickets, while also making sure promotional events are in the appropriate cities and times. In terms of content, the Chinese audience suggested the main theme of the films could be designed for consumer groups or specialized for the Chinese market.
The audience from China is truly hoping that future movies have the cooperation between Taiwan, Hong Kong and China. Currently, movie piracy in China is a serious problem that needs to be dealt with. There are many possible solutions that can be given, one is that the government could sign a contract with movie officials to push up the release date to the Internet. The second method could be to charge by the amount of times a film is watched whether online or on television. |
