| Abstract: | 從過去關於影視產業的研究當中，大多探討於影視業轉型升級、影視業法規、影視業經營績效等，鮮少探討影視產業之服務創新方向。本研究以Bettencourt & Brown (2013) 所提出的之服務創新模式，即新型態工作、焦點性工作、消費鏈工作三類型，來分析中國影視業中三部具代表性之個案，並進行比較探討。研究發現新型態工作可分為衍生周邊商品、衍生餐飲服務、衍伸旅遊服務、衍伸廣告、衍伸遊戲、虛實整合體驗；其次，焦點性工作可分為隨點隨播、精緻視覺、聽覺感受、拍攝手法創新、演員訓練；而消費鏈工作可分為宣傳活動、話題行銷、先拍後播，發布會、社群行銷、版本選擇、座談會、收視票房、版權授權。本研究提供一系統化分析中國影視業服務創新模式，所得結果可作為影視產業經營者之參考。
Previous studies mostly paid attention to the issues of audiovisual (Av) industry transformation and promotion, Av regulations, business performance, etc. There were few studies focused on the topic of service innovation in Av industry. The study adopts the model proposed by Bettencourt & Brown (2013) to analyze three popular and representative Av films in mainland China. The model concerns three constructs: new jobs, focal jobs and consumption chain jobs. It was found that the new jobs could be divided into derived merchandises, derived catering service, derived travel service, derived advertisement, derived games, and virtual & reality integration. Moreover, the focal jobs could be divided into watching at any time, delicate visual and audio perception, filming techniques innovation, and actors training. Finally, the consumption chain jobs could be divided into advertising campaign, special topics marketing, complete-filming before broadcasting, conference, social media marketing, version selection, forum, box office ranking, and copyright & license. This study suggests a systematically analysis approach to build a service innovation model of Av industry in China. The results can be applied for the managers of the Av industry. |
