Conversational capital management in movie marketing
碩士 === 國立政治大學 === 科技管理研究所 === 100 === Taiwanese movie marketing is usually limited by a lean budget and most of the marketers adopt “event marketing” as the major promotion tool to attract audience. Different from Hollywood movies, Taiwanese movies have many local elements, which can connect with...
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ndltd-TW-100NCCU52300162016-02-21T04:19:34Z http://ndltd.ncl.edu.tw/handle/61540987612604787838 Conversational capital management in movie marketing 從會話資本看電影行銷之價值創造 蔡齡萱 碩士 國立政治大學 科技管理研究所 100 Taiwanese movie marketing is usually limited by a lean budget and most of the marketers adopt “event marketing” as the major promotion tool to attract audience. Different from Hollywood movies, Taiwanese movies have many local elements, which can connect with consumers, and activities to attract media coverage and succeed in increasing the exposure. The most important task of marketing is to create and deliver value to consumers. "Conversation Capital" developed by Cirque du Soleil marketing team is a new model. Using one or all of the eight engines in a consumption experience helps make the experience more meaningful and worth talking. In turn, through positive word-of-mouth, the value of the company or product would be raised. From the perspective of Conversational Capital, this research explores four questions through two case studies: “Jump Ashin!”and “You're The Apple Of My Eye”: (1) How is conversational capital managed in the cases? (2) How is conversational capital managed through the interaction of movies and consumers? (3)What is the feature of media appliance in managing the conversational capital? (4)How to raised positive reputation and create value by conversational capital? The conclusions of this research are the following: (1) The direction in managing conversational capital is determined by the position and characteristics of the film itself; whereas the content is determined by the film story and team resources. (2) Consumer is an indispensable element in the conversational capital. Strengthening the participation and connection of consumers ’life experience with the movie helps manage conversational capital. (3) Media is an important medium to convey the movie message, and through the conversational capital, the records and value can affect more consumers once more by the media. Keywords: Movie marketing, Conversational Capital, Event marketing 溫肇東 學位論文 ; thesis 112 zh-TW |
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碩士 === 國立政治大學 === 科技管理研究所 === 100 === Taiwanese movie marketing is usually limited by a lean budget and most of the marketers adopt “event marketing” as the major promotion tool to attract audience. Different from Hollywood movies, Taiwanese movies have many local elements, which can connect with consumers, and activities to attract media coverage and succeed in increasing the exposure.
The most important task of marketing is to create and deliver value to consumers. "Conversation Capital" developed by Cirque du Soleil marketing team is a new model. Using one or all of the eight engines in a consumption experience helps make the experience more meaningful and worth talking. In turn, through positive word-of-mouth, the value of the company or product would be raised. From the perspective of Conversational Capital, this research explores four questions through two case studies: “Jump Ashin!”and “You're The Apple Of My Eye”: (1) How is conversational capital managed in the cases? (2) How is conversational capital managed through the interaction of movies and consumers? (3)What is the feature of media appliance in managing the conversational capital? (4)How to raised positive reputation and create value by conversational capital?
The conclusions of this research are the following: (1) The direction in managing conversational capital is determined by the position and
characteristics of the film itself; whereas the content is determined by the film story and team resources. (2) Consumer is an indispensable element in the conversational capital. Strengthening the participation and connection of consumers ’life experience with the movie helps manage conversational capital. (3) Media is an important medium to convey the movie message, and through the conversational capital, the records and value can affect more consumers once more by the media.
Keywords: Movie marketing, Conversational Capital, Event marketing
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溫肇東 |
author_facet |
溫肇東 蔡齡萱 |
author |
蔡齡萱 |
spellingShingle |
蔡齡萱 Conversational capital management in movie marketing |
author_sort |
蔡齡萱 |
title |
Conversational capital management in movie marketing |
title_short |
Conversational capital management in movie marketing |
title_full |
Conversational capital management in movie marketing |
title_fullStr |
Conversational capital management in movie marketing |
title_full_unstemmed |
Conversational capital management in movie marketing |
title_sort |
conversational capital management in movie marketing |
url |
http://ndltd.ncl.edu.tw/handle/61540987612604787838 |
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AT càilíngxuān conversationalcapitalmanagementinmoviemarketing AT càilíngxuān cónghuìhuàzīběnkàndiànyǐngxíngxiāozhījiàzhíchuàngzào |
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