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研究生: 陳彥希
論文名稱: 跨國市場擴張策略的決定因素─以美國電影為例
指導教授: 王仕茹
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2005
畢業學年度: 93
語文別: 中文
論文頁數: 101
中文關鍵詞: 跨國市場擴張策略美國電影
論文種類: 學術論文
相關次數: 點閱:269下載:30
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  • 第一章緒論 第一節研究背景與動機…………………………………………………… 1 第二節研究目的…………………………………………………………… 3 第三節研究範圍…………………………………………………………… 3 第二章文獻回顧 第一節美國電影產業的跨國市場擴張概況……………………………… 4 第二節跨國市場的擴張策略……………………………………………… 12 第三節跨國市場擴張策略的決定因素…………………………………… 18 第四節美國電影的跨國市場擴張策略…………………………………… 32 第三章研究方法 第一節研究變數的定義與測量…………………………………………… 40 第二節研究架構…………………………………………………………… 48 第三節抽樣方法…………………………………………………………… 49 第四節資料分析方法……………………………………………………… 49 第四章實證分析 第一節樣本敘述…………………………………………………………… 51 第二節迴歸分析…………………………………………………………… 72 第五章結論與建議 第一節研究發現…………………………………………………………… 79 第二節行銷策略涵義……………………………………………………… 81 第三節研究限制…………………………………………………………… 82 第四節研究建議…………………………………………………………… 83 附錄…………………………………………………………………… 84 參考文獻……………………………………………………………… 102 表目次 表2-1 美國電影行銷協會的全球銷售額與成長率………………………… 6 表2-2 美國電影行銷協會的跨國市場銷售額分佈………………………… 8 表2-3 美國2003 年境內票房前十大電影的全球票房一覽表……………… 10 表2-4 市場集中策略與市場分散策略……………………………………… 14 表2-5 不同跨國市場擴張策略的意涵……………………………………… 16 表2-6 Ayal and Zif (1979)跨國市場擴張策略的決定因素………………… 23 表2-7 Kastikeas and Leonidou (1996)跨國市場擴張策略的決定因素…… 30 表2-8 跨國市場擴張策略的決定因素……………………………………… 31 表3-1 研究變數的操作性定義與測量尺度………………………………… 47 表3-2 各因素的預期影響方向……………………………………………… 49 表4-1 各年度電影上映平均間隔天數的分佈狀況………………………… 52 表4-2 電影創新係數p 一覽表……………………………………………… 58 表4-3 電影創新係數p 分佈情形…………………………………………… 58 表4-4 電影創新係數q 一覽表……………………………………………… 59 表4-5 電影模仿係數q 分佈情況…………………………………………… 59 表4-6 電影銷售反應函數的分佈情形……………………………………… 60 表4-7 公司規模與電影發行數量一覽表…………………………………… 61 表4-8 電影海外總銷售額一覽表…………………………………………… 62 表4-9 電影海外總銷售額分佈情形………………………………………… 62 表4-10 電影的外溢效果一覽表……………………………………………… 63 表4-11 電影外溢效果的分佈情形…………………………………………… 64 表4-12 個別市場成長率一覽表……………………………………………… 65 表4-13 個別市場成長率的分佈情形………………………………………… 65 表4-14 個別市場銷售穩定度一覽表………………………………………… 66 表4-15 個別市場銷售穩定度的分佈情形…………………………………… 67 表4-16 美國上映年度與電影數量分佈情形………………………………… 68 表4-17 海外上映國家數一覽表……………………………………………… 69 表4-18 海外上映國家數與電影數量分佈情形……………………………… 69 表4-19 海外首映日一覽表…………………………………………………… 70 表4-20 海外首映日分佈情形………………………………………………… 71 表4-21 模式係數檢定………………………………………………………… 72 表4-22 模式摘要……………………………………………………………… 72 表4-23 羅吉斯迴歸模型之估計結果………………………………………… 73 表4-24 羅吉斯迴歸估計模型的分類表……………………………………… 73 表4-25 各變數實證結果一覽表……………………………………………… 78 圖目次 圖2-1 美國電影的全球銷售額成長趨勢…………………………………… 7 圖2-2 美國電影的跨國市場銷售額分佈趨勢……………………………… 7 圖3-1 產品銷售曲線圖( q p )……………………………………………… 42 圖3-2 產品銷售曲線圖( q p )……………………………………………… 42 圖3-3 本研究架構圖………………………………………………………… 48 圖4-1 各年度平均上映間隔的平均值分佈圖……………………………… 53 圖4-2 各年度平均上映間隔次數分配圖…………………………………… 54 圖4-3 1997 年平均上映間隔次數分配圖…………………………………… 54 圖4-4 1998 年平均上映間隔次數分配圖…………………………………… 55 圖4-5 1999 年平均上映間隔次數分配圖…………………………………… 55 圖4-6 2000 年平均上映間隔次數分配圖…………………………………… 56 圖4-7 2001 年平均上映間隔次數分配圖…………………………………… 56 圖4-8 2002 年平均上映間隔次數分配圖…………………………………… 57 圖4-9 電影創新係數p 分佈圖……………………………………………… 58 圖4-10 電影模仿係數q 分佈圖……………………………………………… 60 圖4-11 公司規模與電影發行數量分佈圖…………………………………… 61 圖4-12 電影海外總銷售額分佈圖…………………………………………… 63 圖4-13 電影外溢效果分佈圖………………………………………………… 64 圖4-14 個別市場成長率分佈圖……………………………………………… 66 圖4-15 個別市場銷售穩定度分佈圖………………………………………… 67 圖4-16 美國上映年度與電影數量分佈圖…………………………………… 68 圖4-17 海外上映國家數與電影數量分佈圖………………………………… 70 圖4-18 海外首映日分佈圖…………………………………………………… 71

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