中國大陸《喜羊羊》動畫電影行銷模式之研究

Abstract

本研究為個案研究，擬探討分析《喜羊羊》動畫電影之發行與行銷推廣手法。一方面從製片商及發行商角度出發，以美國好萊塢採用的動畫電影行銷手法為框架進行個案之次級資料的歸納與分析；另一方面以「使用與滿足」及「媒介選擇過程的整合模式」觀點，探討該電影吸引觀眾的原因。

同時，邀請行銷領域之業界先進及專家學者進行半結構式之深度訪談，以彌補次級資料法研究上的不足，且得以更深入地分析與強化本研究。最後，以行銷理論分析其成功因素，並試圖建構其可能的行銷模式。本研究目的在於結合與應用傳播理論及行銷理論，在質化研究深度的辯證過程中，建構中國大陸《喜羊羊》動畫電影的行銷模式，作為華語動畫電影之標竿典範。

本研究發現《喜羊羊》動畫電影的行銷模式是先由電視卡通累積該片品牌後，再發展衍生商品及電影。其成功因素可歸納四點：一是往低齡層紮根，樹立原創卡通品牌；二是挑選時事題材，著重內容故事性；三是善用行銷資源，聯合發行策略奏效；四是高超價值理念，達到寓教於樂。

This is a case study which investigates the distribution and marketing strategies of the "Pleasant Goat and Big Big Wolf" animated film. I took producers and distributors point of view and did the secondary data analysis based on Hollywood animated film marketing strategies. I explored the reasons why this film successfully attracts audiences’ attentions utilizing “the Uses and Gratification” and “media choosing plans”.

I also interviewed the leading people in marketing and academia faculties to support the research. The purpose of this research is to establish the marketing strategy of the China animation movies "Pleasant Goat and Big Big Wolf" utilizing media and marketing theories and to set up the model for Asian animation movies for the future.

My study discovered that the marketing strategy of the "Pleasant Goat and Big Big Wolf" started from the TV broadcasting to establish the trademark and then develop films and relative merchandise. The success factors includes the establishment of the cartoon brand in young generations, the selection of current news topics for movie stories, the appropriate usage of marketing resources and cross-distribution and the combination of education and entertainment for their core values.