The Application of Integrated Marketing Communication of Film Promotion Strategy in Kaohsiung - The Case of 2009 Kaohsiung Film Festival

• Main Authors: Hui-Yin Wu, 吳慧愔
• Other Authors: Hung-Hui Lu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/69378427894793558451

碩士 === 國立中山大學 === 傳播管理研究所 === 99 === Kaohsiung, developed from many heavy industries, was described as a cultural desert. The Kaohsiung City Government has tried to change the image and to build a civilised city in the recent years by drawing up new policies, including transportation, arts, tourism, film and television. The triumphs of the trendy drama "Black and White" and the film "NO PUEDO VIVIR SIN TI," which won prizes from Golden Bell Award and Golden Horse Award individually, became successful city marketing strategies promoting Kaohsiung through the film and television industry. In order to encourage the cinema culture industry, Information Bureau of Kaohsiung City Governmenat found Kaohsiung Film Archive and held Kaohsiung Film Festival. The goals of this festival are not only to proclaim the art and culture, but also to enhance audiences’ chances to watch different kinds of movies. This study is focused on how to apply the communicate tools to reach these audience and what the strategies to choose. By using "2009 Kaohsiung Film Festival" as a case, this study exam it’s marketing strategy with the theory of integrated marketing communication. Some in-depth interviews are conducted to collect crucial information. The purposes of this study include: (1) to understand the current situation and promotion results of Kaohsiung Film Festival; (2) to analyze "2009 Kaohsiung Film Festival" with integrated marketing communication. After the analysis, it will also provide some suggestions to the festival.