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題名 探討城市行銷與鼓勵影視產業之關聯：「少年PI的奇幻漂流」之個案分析
Strategies of Feature Filmmaking in City Marketing: A Case Study of "Life of PI"
作者 林依融
Lin, Yi-Jung
貢獻者 關尚仁
Kwan, Shang-Ren
林依融
Lin, Yi-Jung
關鍵詞 城市行銷
電影製作
電影產業
少年PI的奇幻漂流
city marketing
filmmaking
film industry
Life of PI
日期 2014
上傳時間 7-Dec-2016 10:47:52 (UTC+8)
摘要 自2000年「韓流」席捲整個亞洲之後，電影製作/影視製作就成為熱門的城市行銷手法，透過電影拍攝，不但可以將城市意象傳播至世界，也可以提升地方產業的發展。在這樣的潮流下，臺中市政府更邀請李安導演及國際劇組來臺拍攝「少年PI的奇幻漂流」，透過影片的拍攝及播送進一步行銷城市。然而，一般討論電影製作以及城市行銷間的關係時，多數會將焦點放在「影視觀光」以及「地方行銷」上；而「少年PI的奇幻漂流」這樣一部在臺中拍攝但完全沒有任何臺中場景的電影，卻讓臺中市與這部電影產生了緊密的聯結，也在李安導演獲獎無數後，讓臺中受到了許多國際媒體的關注。簡而言之，「少年PI的奇幻漂流」是一個不靠電影場景置入而成功達到城市行銷目標的個案，但臺中市政府如何透過鼓勵影視產業發展達成城市行銷目的？本研究即著重於探討臺中市政府在此個案上所採取的各項策略。
Since 2000, the craze of “Korean Wave” has overwhelmingly swept across Asia, filmmaking became a popular city marketing approach to broadcast and transmit the city image to the world, also to promote the local industry development. Following this trend, Taichung City Government seized the opportunity to invite and cooperate with Ang Lee and the production group of “Life of Pi” since 2010 to 2013 to market the city. However, when discussing promoting filming activities as one of the strategies to reach the city marketing goal, most of the perspectives and literatures were focusing on film tourism or place marketing. That means, most of the city marketers focus more on whether the sceneries of the target city are broadcasting through the films or not. By contract, “Life of Pi” is the film which produced and shoot in Taichung but none of the sceneries from Taichung City were disclosed in the story. Nevertheless, the film and Ang Lee had indeed linked the international media exposure and attention to Taichung City while they won numbers of film awards included the Academy Awards. To put it more specifically, this is the case which successfully reached the city marketing goal without manipulating any “product-placement” strategy. But what did the city government do to reach the goal? This research aims at analyzing the strategies which Taichung City Government took by coordinating and supporting “Life of Pi” to reach the city marketing goal.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
97461009
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0097461009
資料類型 thesis
dc.contributor.advisor 關尚仁zh_TW
dc.contributor.advisor Kwan, Shang-Renen_US
dc.contributor.author (Authors) 林依融zh_TW
dc.contributor.author (Authors) Lin, Yi-Jungen_US
dc.creator (作者) 林依融zh_TW
dc.creator (作者) Lin, Yi-Jungen_US
dc.date (日期) 2014en_US
dc.date.accessioned 7-Dec-2016 10:47:52 (UTC+8)-
dc.date.available 7-Dec-2016 10:47:52 (UTC+8)-
dc.date.issued (上傳時間) 7-Dec-2016 10:47:52 (UTC+8)-
dc.identifier (Other Identifiers) G0097461009en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/104632-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 97461009zh_TW
dc.description.abstract (摘要) 自2000年「韓流」席捲整個亞洲之後，電影製作/影視製作就成為熱門的城市行銷手法，透過電影拍攝，不但可以將城市意象傳播至世界，也可以提升地方產業的發展。在這樣的潮流下，臺中市政府更邀請李安導演及國際劇組來臺拍攝「少年PI的奇幻漂流」，透過影片的拍攝及播送進一步行銷城市。然而，一般討論電影製作以及城市行銷間的關係時，多數會將焦點放在「影視觀光」以及「地方行銷」上；而「少年PI的奇幻漂流」這樣一部在臺中拍攝但完全沒有任何臺中場景的電影，卻讓臺中市與這部電影產生了緊密的聯結，也在李安導演獲獎無數後，讓臺中受到了許多國際媒體的關注。簡而言之，「少年PI的奇幻漂流」是一個不靠電影場景置入而成功達到城市行銷目標的個案，但臺中市政府如何透過鼓勵影視產業發展達成城市行銷目的？本研究即著重於探討臺中市政府在此個案上所採取的各項策略。zh_TW
dc.description.abstract (摘要) Since 2000, the craze of “Korean Wave” has overwhelmingly swept across Asia, filmmaking became a popular city marketing approach to broadcast and transmit the city image to the world, also to promote the local industry development. Following this trend, Taichung City Government seized the opportunity to invite and cooperate with Ang Lee and the production group of “Life of Pi” since 2010 to 2013 to market the city. However, when discussing promoting filming activities as one of the strategies to reach the city marketing goal, most of the perspectives and literatures were focusing on film tourism or place marketing. That means, most of the city marketers focus more on whether the sceneries of the target city are broadcasting through the films or not. By contract, “Life of Pi” is the film which produced and shoot in Taichung but none of the sceneries from Taichung City were disclosed in the story. Nevertheless, the film and Ang Lee had indeed linked the international media exposure and attention to Taichung City while they won numbers of film awards included the Academy Awards. To put it more specifically, this is the case which successfully reached the city marketing goal without manipulating any “product-placement” strategy. But what did the city government do to reach the goal? This research aims at analyzing the strategies which Taichung City Government took by coordinating and supporting “Life of Pi” to reach the city marketing goal.en_US
dc.description.tableofcontents Chapter 1: Introduction 1
1.1 Preface 1 ~ 5
1.2 Purpose of Research 5 ~ 7
1.3 Definition of Terms 7
1.3.1 Life of Pi 7
1.3.2 City Marketing 7
1.4 Research Area and Limitations 7 ~ 8
Chapter 2: Literature Review 9
2.1 City Marketing 9 ~ 10
2.2 City Marketing Strategies 10 ~ 12
2.3 Market Cities by Filmmaking 12 ~ 15
2.4 City Marketing Strategies of Cities in Taiwan Through Filmmaking 15
2.4.1 Taipei City 15 ~ 17
2.4.2 Kaohsiung City 17 ~ 18
Chapter 3: Research Method 19
3.1 Research Design 19
3.1.1 Research Flow 19 ~ 20
3.1.2 Research Structure 21 ~ 22
3.2 Case Study 23 ~ 24
3.3 Data Collection Tools 24
3.3.1 Document Analysis 24 ~ 25
3.3.2 In-Depth Interview 25 ~ 26
3.3.2.1 Informants 26 ~ 27
3.3.2.2 Design Questions for Interview 27 ~ 28

Chapter 4: Data Analysis 29
4.1 Pre-Production Period—Why Did Ang Lee Determine to Film in Taichung? 29
4.1.1 Key Figures 29 ~ 31
4.1.2 Environment Conditions 31 ~ 32
4.1.3 Supports from Taichung City Government 33
4.1.3.1 Administrative Support 33 ~ 34
4.1.3.2 Financial Support 34
4.1.3.3 Other Supports 35 ~ 36
4.2 Production Period—Maintaining Relationships 36
4.2.1 The Media Relations 36 ~ 38
4.2.2 The Relationships between the Film Crew and the City Government 39 ~ 40
4.3 Post-Production and Film Screening Period—From Censure to Glorification 41
4.3.1 Secrecy Maintenance 41 ~ 44
4.3.2 Activities before the Global Premiere 44 ~ 46
4.3.3 Activities after Screening 46 ~ 47
4.3.4 The “Ang Lee” Effects and the Benefits from Media 47
4.3.4.1 Media Coverage and Buzz 47 ~ 49
4.3.4.2 The Follow-ups 49 ~ 52
Chapter 5: Conclusion and Suggestions 53
5.1 Conclusion 53 ~ 55
5.2 Suggestions 55 ~ 56
References 57 ~ 61		zh_TW
dc.format.extent 1443506 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0097461009en_US
dc.subject (關鍵詞) 城市行銷zh_TW
dc.subject (關鍵詞) 電影製作zh_TW
dc.subject (關鍵詞) 電影產業zh_TW
dc.subject (關鍵詞) 少年PI的奇幻漂流zh_TW
dc.subject (關鍵詞) city marketingen_US
dc.subject (關鍵詞) filmmakingen_US
dc.subject (關鍵詞) film industryen_US
dc.subject (關鍵詞) Life of PIen_US
dc.title (題名) 探討城市行銷與鼓勵影視產業之關聯：「少年PI的奇幻漂流」之個案分析zh_TW
dc.title (題名) Strategies of Feature Filmmaking in City Marketing: A Case Study of "Life of PI"en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) (AMA), A. M. A. (2014). Definition of Marketing. Retrieved from http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
Abercrombie, N., Hill, S., & Turner, B. S. (1994). Dictionary of Soiology (Third Edition ed.): Penguin Books.
AP. (2013). Luc Besson Blasts Taiwanese Press for Interfering in `Lucy` Shoot Retrieved from http://www.hollywoodreporter.com/news/luc-besson-blasts-taiwanese-press-652483
Apaydın, F. (2012). Marketing Cities using Movies as a Marketing Communication Tool. Paper presented at the International Conference on Management, Applied and Social Sciences (ICMASS`2012), Dubai.
Balencourt, A., & Zafra, A. C. (2012). City Marketing: How to Promote a City? The Case of Umeå. (Master), Umeå School of Business, Umeå. Retrieved from http://www.diva-portal.org/smash/get/diva2:560181/FULLTEXT01.pdf
Baxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The qualitative report, 13(4), 544-559.
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