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研究生: 謝秉諭
HSIEH,PING-YU
論文名稱: 組織自我複製和模仿策略:以美國電影產業為例
Self-replication and imitation strategy: the case of American film studios
指導教授: 康敏平
Kang, Min-Ping
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2013
畢業學年度: 101
語文別: 中文
論文頁數: 48
中文關鍵詞: 自我複製模仿電影產業
英文關鍵詞: self-replicate, Imitation, American film studios
論文種類: 學術論文
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  • 本研究的目的是探討績效良好的組織會視圖透過複製自己過去成功的經驗,來延續過去的良好績效,卻可能反使未來或當下的績效表現不佳。但如果組織透過學習和模仿市場上績效良好的競爭者部份策略,並加以混合自身所擁有的資源,進行不完全複製的策略,反而增加績效進步的可能。本研究以在西元1994年到1996間績效良好的美國電影製片商為對象,探討片商在西元1994年到2002年間的產品策略中的自我複製及市場模仿程度。本研究假設片商下一期的新電影中,重複使用自己拍攝過,票房報酬率良好的電影元素:導演、演員、類型元素,則稱為自我複製程度高的電影。而自我複製程度高越高,對電影的票房績效就有負面影響。反之,當片商下一期透過模仿市場上其他票房表現良好片商電影所使用的電影元素,拍攝市場模仿程度高的電影,其電影票房報酬和市場模仿程度呈正面影響。最後本研究證實大型片商在動作類電影的類型元素上自我複製程度和票房報酬率效呈負相關,而在電影拍攝成本超過兩千萬美金下,導演和演員市場模仿程度和電影票房報酬率呈正相關。

    This paper argues that two different strategy of when an organization try to imitate successful experience from themselves or competitor --- perfect imitation and imperfect imitation---and we think perfect imitation is harmful, especially organization perfectly imitate their own successful experience. In other hand, organization may win an unexpected victory by imperfectly imitate outstand competitor strategy, instead of perfect imitation. We investigate our ideas using a sample of the American film studios between 1992 and 2002. We assume that last period movie performance really influence studio production strategy in this period and studio will get great performance by imperfect imitate popular element from competitor`s movie, instead of their own movies. Our empirical results show that great studio `s action movies performance would get negative influence when they imitate their own popular genre element. And studio`s movies which budget over 20 million, will get great performance when they imitate popular element from competitor`s movie.

    謝辭 Ⅰ 中文摘要 Ⅱ 英文摘要 Ⅲ 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 4 第三節 研究對象和期間 4 第四節 名詞定義 5 第五節 研究流程 6 第二章 文獻探討 7 第一節 組織過去績效對現在策略影響 7 第二節 追隨者對領先者的模仿 8 第三節 電影產業-模仿和複製策略 9 第三章 研究方法 15 第一節 研究設計和架構 15 第二節 資料來源 16 第三節 樣本選擇 16 第四節 變數設定和操作 18 第四章 實證結果 29 第一節 敘述性統計 29 第二節 迴歸模型 31 第五章 結論與建議 35 第一節 結論 35 第二節 學術和管理意涵 36 第三節 討論和研究限制 37 參考目錄 39 中文文獻 39 英文文獻 39 英文網站 42 附錄 42 圖目錄 圖1-1 研究流程 6 圖3-1 研究架構圖 16 表目錄 表2-1 假說表 14 表3-1 Amblin Entertainmen從1994年至1996出品電影 20 表3-2 Amblin Entertainmen從1994年至1996績效良好電影之導演和演員 21 表3-3 Amblin Entertainmen從1997年至1999出品電影 21 表3-4 Amblin Entertainmen前期績效良好副類型元素對照本期表 23 表3-5 樣本電影The Perfect Storm變數操作示範表 25 表3-6 變數表 26 表4-1 自我複製模型動作類迴歸結果表 31 表4-2 自我複製模型喜劇類迴歸結果表 31 表4-3 自我複製模型劇情類迴歸結果表 32 表4-4 大型片商自我複製模型動作類迴歸結果表 33 表4-5 小型片商自我複製模型動作類迴歸結果表 33 表4-6 市場模仿模型迴歸結果表 34 附表-1 自我複製模型動作類敘述性統計 42 附表-2 自我複製模型喜劇類敘述性統計 43 附表-3 自我複製模型劇情類敘述性統計 43 附表-4 市場模仿模型敘述性統計 44 附表-5 自我複製模型動作類共線性診斷 44 附表-6 自我複製模型喜劇類共線性診斷 45 附表-7 自我複製模型劇情類共線性診斷 45 附表-8 市場模仿模型共線性診斷 46 附表-9 大型片商自我複製模型動作類敘述性統計 46 附表-10小型片商自我複製模型動作類敘述性統計 47 附表-11大型片商自我複製動作類模型共線性診斷 47 附表-12自我複製動作類模型共線性診斷 48

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    英文網站
    IMDb(Internet Movie Database):http://www.imdb.com/
    Box Office Mojo:http://www.boxofficemojo.com/

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