Reconstruction Of Business Awareness

In the early 21st century, Taiwan movies still did not really get rid of the plight of "suspended animation" after a difficult exploration of transition. The Cross-strait Economic Cooperation Framework Agreement (ECFA) was signed in 2010. It promoted not only the developing of the Taiwan film industry, but also the close exchanges and cooperation of film industry between China Mainland and Taiwan.Since 2010, Taiwan movie has faced good opportunities of development and the new market challenges. The Taiwanese filmmakers began to emphasis on the importance of conforming with the audience’s aesthetic demands. On one hand, the business awareness in the native film was further strengthen according to the principle of truth, virtue and beauty. On the other hand, the China mainland and Taiwan co-productions are becoming an important part in Taiwan movies.In order to explore commercial strategies for Taiwan movies’ development, this thesis takes the Taiwan movies between 2010 to 2013 as research objects, and analyzes the business sense of Taiwan movies in this period. The thesis consists of three parts. First, starting from the development pattern of the global movies industry, It discusses the background of reconstructing the business sense of Taiwan movies in the context of globalization. Secondly, It takes characters and narrations as the breakthrough points to analyze Taiwanese filmmakers’ commitment of the business sense. Finally, combining with the situation of Taiwan’s movies in the mainland market and the problems exposed by the situation, it puts forward feasible suggestions for the commercial exploration of Taiwan’s movies.