兩岸電視劇經營策略與市場布局之探討

Abstract

兩岸電視劇的產製連結，正好座落在中國電視的市場開放與商業化的背景之下，也標示著一個亞洲流行文化在產製和流通與交流更加密切的時代。一方面台灣電視劇打開了亞洲的戲劇市場，另一方面卻也面臨著外來戲劇的掠奪。隨著電視劇種的變化愈漸繁多，各式各樣的題材充斥著整個電視劇市場，不管是電視台或是傳播公司，在生產電視劇時所考量的因素都會牽動整個行銷規劃時的執行，故如何在市場中強調自己的定位，區隔出和其它戲劇的差異性、突顯出該劇的特殊性，儼然成為電視劇在產製時必須加以衡量的要素。 雖然電視劇是電視台經營的重心，但是在學術研究上，卻缺乏相關的研究，目前在電視劇研究上多以行銷方面為主，只有少數是針對電視劇產製作研究，但也都只針對單一對象進行深度訪談，侷限於質化的研究。對於業界而言，戲劇節目往往供過於需求，而長期以來理論與業界之間存在著距離，究竟對於如何妥善經營電視劇才能更具有經濟效益，避免閉門造車的封閉想法，一直是本研究在思考電視劇產製過程上的疑慮，因此本研究採取個案研究，並且希望透過學術研究找出影響電視劇成功的因素，才能真正結合實務上在產銷電視劇時的需求。產銷策略的分析可以讓我們對電視劇跨國的產業連結與銷售型態有更詳細的瞭解。故本研究除了對兩岸電視劇生態的樣貌作整體性的探究，對經營策略與市場布局有更深入的瞭解。本研究主要結論如下。 一、兩岸電視劇在收視率的關鍵要素 本研究歸納兩岸電視劇在收視率的關鍵要素；則有1.是否具有吸引人的卡司陣容；2.多角化的行銷策略；3. 是否具有吸引人的劇本；4. 是否能夠反映當時在地文化；5.社群媒體的影響。 二、兩岸電視劇其進入市場的優勢資源要素 本研究歸納兩岸電視劇其進入市場的優勢資源要素；則有1.電視劇的進入門檻；2.電視劇的製作成本；3.電視劇的卡司陣容；4.多元化周邊商品的開發。Chinese Dramas,especially palace dramas with increasing high viewership ratings, had became more and more popular and on-trend in Taiwan entertainment market than Taiwan self-produced TV shows in these few years. This research also look into evolution of political and economic ties between Taiwan and the Mainland, had influenced the interactions of TV shows development on cross-straits relationship over the same time frame.Especially after 21st century, media convergence and TV industry both progresses on improving diversity,marks a tremendous competition in global Chinese market.Aside from the concerns of political tension in between Taiwan and China, this thesis reviews TV drama co-production policies in Mainland China and Taiwan from 1988 until now. Who can truly provide superior digital TV shows content to the global Chinese market, which contains 1/5 of world population, is also one of the main research perspectives in this thesis. The main research purposes of this thesis are exploring the historical developments of TV shows in both China and Taiwan in this half century, and also analysis the different phenomenon of prosperity and decline in current 20 decades. In conclusion, this thesis also provide some suggestions to prevent the crisis of Taiwanese TV drama industry such like the emigration of talent, intelligence and technology. This thesis will go through these topics with historical, and microscopical findings, according to three levels: policies, external factors and internal factors of business environment and contextual development of TV scripts.