本研究探討投資於電影行銷與品質管理之成本效益之間的發展，藉由量化此兩項之方法，分析投資於電影行銷與品質管理所產生的效益關係，以建立可供與業者決定投資計畫之模型。電影業者往往透過電影行銷來提高電影的知名度、口碑進而提高消費者的觀看行為與市場佔有率，以促使營利最大。而投資於品質管理讓產品的製作能力提升，如整體電影的製作、拍攝能力等，研究結果發現品質愈高愈能讓顧客抱怨率下降，致使電影對於消費者有極大的吸引力。將電影與品質相結合所發展的投資模式作為架構，並且探討電影行銷與品質管理之間的相互連結構面，可幫助業者在發展投資於電影行銷與品質管理兩者在效益方面進行理論之結合。最後舉例數值分析例子，用以探討本研究的最佳解，本研究主題之意義與驗證結果，可做為後續研究及實務的應用參考。

In this research, the cost and benefit model can be developed to study the investments in movie marketing and quality management. The relationship between movie marketing and quality management can be measured and analyzed to obtain the expected investment return on the investments in movie marketing and quality management and provide the modeling information for decision making. The film industry tends to increase the visibility, word of mouth of the movie through the movie marketing, thus improves the consumer's viewing wishes and market share, increases the number of consumers to watch, and makes the most profitable. The production capability of the entire movie is increased by the investment in quality management, reducing the rate of customer complaints so that the movie The investments in movies and quality model can be integrated structure to explore the interface between in the movie marketing and quality management, which can help businesses to develop the model with the effectiveness of film marketing and quality management. Finally, numerical examples are used to obtain the optimal solution in this study. This research can be used as a prediction study and practical application in the movie marketing and quality management.

目    錄
目    錄 I
表    目    錄 III
圖    目    錄 IV
通用符號一覽表 V
第1章  緒論 1
1.1 研究背景與動機 1
1.2 研究問題 4
1.3 研究目的 5
1.4 研究架構 6
1-5 研究流程 8
第2章  文獻探討 9
2.1　行銷相關文獻 9
2.2　電影相關文獻 10
2.2.1 電影行銷 11
2.2.2 電影知名度 12
2.2.3 口碑 12
2.2.4 電影偏好 14
2.3品質相關文獻 15
2.3.1 品質管理 16
2.3.2 產品製作能力 17
2.3.3 顧客抱怨率 19
2.3.4 電影吸引力 20
2.4 觀看行為 22
2.4.1 市場佔有率：電影銀幕放映數 23
2.4.2 消費者觀看數量 24
2.5 營利 25
2.5.1 電影行銷投資 25
2.5.2 品質管理投資 26
2.5.3 顧客抱怨成本 26
2.5.4 產製效益耗損成本 27
第3章  研究方法 28
3.1投資於電影行銷 28
3.1.1 電影行銷(B)與電影知名度(W)之間的關係 28
3.1.2 電影知名度(W)與口碑(O)之間的關係 29
3.1.3 口碑(O)與電影偏好(P)之間的關係 30
3.1.4 電影偏好(P)與觀看行為(I)之間的關係 31
3.2 投資於品質管理 32
3.2.1 品質管理(Q)與產品製作能力(q)之間的關係 32
3.2.2 產品製作能力(q)與顧客抱怨率(C)之間的關係 33
3.2.3 顧客抱怨率(C)與電影吸引力(A)之間的關係 34
3.2.4 電影吸引力(A)與觀看行為(I)之間的關係 35
3.3投資電影行銷與品質管理 36
3.3.1 觀看行為權重(I) 36
3.3.2 觀看行為權重(I)與市場佔有率(M) 37
3.3.3 市場佔有率(M)與消費者觀看數量(D) 38
3.4 營利 39
3.5 最佳化 41
第4章  數值分析和實例 42
4.1 投資電影行銷與品質管理的成本效益模型之實例(一) 42
4.2 投資電影行銷與品質管理的成本效益模型之實例(二) 45
第5章  結論與建議 50
5.1 研究結論成果 50
5.2 未來研究方向與建議 52
參考文獻 53
中文部分 53
英文部分 55
書籍資料 62
網路資料 63

表    目    錄
表1-1 全球電影票房收入前二十名	2
表2-1 消費者如何購票的階段 23
表4-1 相關輸入數值 42
表4-2 各構面連結模型係數 43
表4-3 投資改善電影知名度與產製能力之效益 43
表4-4 相關輸入數值 45
表4-5 各構面連結模型係數 45
表4-6 未投資改善電影知名度與產製能力之效益 46
表4-7 成本效益矩陣 47
表4-8 電影行銷與品質管理未投資前相關成本與效益 47
表4-9 電影行銷與品質管理專案投資後相關成本與效益 48

圖    目    錄
圖1-1 架構圖 7
圖1-2 流程圖 8
圖2-1 品質獲利圖 17

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書籍資料
李旭華，(2009)，品質管理，滄海書局
李盈穎，(2010)，『艋舺』票房５步驟制勝數，商業週刊
吳佳倫，(2007)，電影O行銷。臺北市：書林
林建煌，(2008)，行銷學，華泰文化
林友慶，(2005)，新聞學研究期刊，韓國電影產業的資本變動與電影產製的變化，91其頁1-34
夏太偉，(2008)，品質管理，理論與實務，滄海書局
程予誠，(1993)，現代電影學－開啟成功票房的鑰匙。五南圖書出版有限公司
程予誠，(2006)，行銷電影。臺北市：亞太書局
馮建三譯，(2003)，『全球好萊塢』。臺北：巨流圖書公司(原書 Miller, T., Govil, N., McMurria, J., and Maxwell, R..[2001].Global Hollywood.London:British Film Institute.)

網路資料
Graser, M., & Mohr, I. (2008). Film Biz Losing Brand Wagon. Variety, January 25.： http://goo.gl/X81dV
牛琳濤(2010)，影響電影票房收入的主要因素：http://goo.gl/AjQGD
陳聖慈(2008)，公民新聞平臺，大學生看電影偏好影響收視行為：
http://goo.gl/fbVv7
【Box Office Mojo】：http://goo.gl/ZFAa
新聞局網站，張一喬：http://goo.gl/6kj5l
維基百科:關注度(電影)：http://goo.gl/s6GSw
維基百科:市場佔有率：http://goo.gl/xznIJ