高雄市以電視劇/電影片行銷城市之策略研究

Abstract

本研究旨在探討高雄市以影視產品行銷城市之策略。本研究之目的乃提出高雄市政府以電視劇／電影片結合城市行銷之模式以供其他城市參考。本研究採用次級資料分析法與深度訪談法，將著重於高雄市城市行銷策略與影視產品的結合，透過電視劇／電影片的傳播以行銷高雄市。 本研究發現高雄市以電視劇／電影片行銷城市之策略可分為「招商誘因」與「招商作為」兩部分。在招商誘因部分，高雄市除了擁有優良的地理與人文優勢外，市政府也制訂影視相關獎勵補助政策與行政協拍機制，給予影視產業工作者實際之支援；另外在招商作為部分，高雄市政府則有異業合作、影視人才培育、影視相關支援系統、影視取景基地與類影城以及「高雄電影節」等。最終高雄市政府乃欲發展影視產業鏈並藉由電視劇／電影片行銷城市以帶動高雄市內相關產業發展。This study is mainly about Kaohsiung City marketing strategy with TV drama& feature film. The purpose of this study would like to propose a model combining city marketing and TV drama & feature film by Kaohsiung City government, and thus provide other local governments some references. This study would be conducted with the secondary research and in-depth interview. It focuses on Kaohsiung City marketing strategy and the combination of TV drama & feature film, which achieve successful city marketing through the dissemination of TV drama & feature film. It is founded that by TV drama& feature film, the Kaohsiung city marketing strategy can be divided into the two parts “investment incentives" and " investment projects”. In terms of the investment incentives, Kaohsiung City in addition to excellent geographic and cultural advantages, the Government also formulates TV programs & feature films related policies to award grants and administrative co-shoot system to offer the actual support to the film and television industry workers. Besides, in terms of “investment projects", Kaohsiung City Government has horizontal alliances, personnel training , film and television related system, film shooting base and class studios, the "Kaohsiung Film Festival" and so forth. Finally, Kaohsiung City Government would like to develop the film and television industry chain and to promote the related industry development in Kaohsiung by TV drama& feature film.