Re: {計畫管理智囊團} 星期五要交的PMI Blog稿子_請智囊團comment喔

[jackies...@aseglobal.com]

Dear Roger
本次沒有comment,非常棒!! kindly提醒這次投稿要投到Project type,不能投到Program or portfolio 因為這句話"常見許多案子當初設立的目的已達，卻沒能及時終止".


Best Regards,
JackieSC Huang  士哲
ASECL-Packaging/Test. SPD
TEL : 886-3-4527121 #60101/30101  FAX : 886-3-4624602 #7304
jackies...@aseglobal.com

roger Chou <pmsu...@gmail.com> Sent by: pmabcp...@googlegroups.com 2012/02/08 12:01 AM Please respond to pmabcpmiblog

To:        "pmabcp...@googlegroups.com" <PmabcP...@googlegroups.com>         cc:                 Subject:        {計畫管理智囊團} 星期五要交的PMI Blog稿子_請智囊團comment喔

周龍鴻 Roger Chou,  PgMP
長宏專案管理顧問有限公司 總經理
Advanced Business Consulting, Inc General Manager
http://www.pm-abc.com.tw
社團法人台灣國際專案管理師協會 創會理事長
Institute of Taiwan Project Management (ITPM) Founding President
http://www.itpm.org.tw
Recipient of 2010 PMI Community Advancement Award
Recipient of 2009 PMI Distinguished Contribution Award
Spiderman I: With great power, comes great responsibility.



---------- 轉寄的郵件 ----------
寄件者： Rita Jen <ritarap...@gmail.com>
日期： 2012年2月7日下午11:33
主旨： 星期五要交的PMI Blog稿子_待proofread
收件者： roger Chou <pmsu...@gmail.com>


目標管理 – 一位電影工作的故事
Goal Management – a Film Maker’s Experience
By Roger Chou
 
今年奧斯卡獎台灣有一部片，賽德克‧巴萊獲得最佳外語片的提名。雖然它未獲獎，但它的成功卻很值得一些策略專家作參考。
This year, a Taiwanese film SEEDIQ BALE has been nominated for Oscar Award’s Best Foreign Language Film. It doesn’t win the award, however, how the film was made possible regarding of its funding raising is worth of noticing by business strategy makers.  
 
台灣因為Base小，電影業資金環境不良，許多電影劇本無法開拍成行。國內的投資者也無法以合理的投資獲利的衡量模式來投資影片。比起好萊塢的導演，大體上只需專注導戲這個工作，台灣導演還要身兼財務長、募款人員這樣的角色。過去，許多導演靠著置入行銷操作來集資，但影片的情節故事的合理性就容易打折扣。一些歷史性影片，如賽片，根本就沒有什麼操作空間。
 
Because of its tiny box office base, Taiwan’s film industry has long lived in a capital-insufficient environment. Most of the film scripts can not be made into films. Domestic investors are also unwilling to, or, forget how to, expect a reasonable ROI by evaluating a product like film with an investment and return model tailored for film production. Compared to directors working with the Hollywood film industry, who only need to focus on film directing solely, Taiwanese film directors also have to play another role of finance director or fund raiser. In the past, many of them raise their film capital by product placement (embedded marketing), however this practice inevitably inherits a compromise of the film story. For films about historical events, such as SEEDIQ BALE, there is no such a possibility to place any modern products into the film scene.      
 
台灣的這位Direct Wei有策略地去擺脫了這先天不良性。
Director, Wei Te-Sheng, deployed a strategy to rise from this inborn deficiency of the film industry.
 
十二年前，魏導便拍了賽德克‧巴萊五分鐘的短片，為了能把片子拍完，他必須籌措更多資金。他說：「如果我想繼續拍，我需要企業投資贊助，但我沒有名氣，沒有成功作品，如何說服大家投資我拍這部片？我勢必要有一部成功的作品，一方面作為我的成名作以集資，一方面讓票房收入作為拍片資金的一部份。為達到這個集資目的，此片勢必需是小成本製作，而且老少咸宜。」
Director Wei thought of making “Seediq Bale” 12 years ago and had a script written in 1997 revised 10 times. Later, after shooting a 5-minute short film of Seediq Bale, he thought: “if I want to continue to finish this film, I need investors to invest me up to 600 million NT. But how can I convince them to invest me? I am not a famous director, and don’t have any master piece, I must make one to gain a reputation on film making to attract investment. Not only so, it has better to generate a good income from the box office. To achieve this goal, this film has to be very simple, of low cost but very popular.”  
 
就這樣，他寫了一個劇本《海角七號》。這部片果然在台灣轟動一時，五億的票房收入確實達到了當初預設的目的，為賽片籌措了幾乎一半的資金。另外，它也成為魏導電影造詣的保證，是賽片後續七點五億資金能夠陸續到位的墊基石。不僅如此，它還喚起全台民眾對國片的擁護，為後來賽德克巴萊的賣座鋪路。
In the next year, he did write such a scrip tailored for such a purpose called "Cape No.7” and generated box office receipts of more than NT$500 million. In other words, he has 1) proved that his films could be commercially viable with Cape No. 7; 2) raised over half of the capital required by Seedg Bale; 3) aroused the audience the stomach for domestic film, which has paved a way for the box office of Seediq Bale.
 
就在此時，國內觀眾呼聲不斷，希望魏導再拍一部這樣的溫馨喜劇，他身邊許多人也希望他這樣作去獲得更多票房收入。魏導卻不忘初衷，立刻以手上一半的拍片資金，展開賽片後來的拍攝工作。
After the success of Cape No.7, the domestic audience expected him to produce more films like Cape No.7, yet he didn’t forget that his ultimate goal is to make Seediq Bale rather than making money with commercial films. He went back to finish the film with the revenue received right away.
 
這位導演採取了一種以小換大的方式，策略性地一步步換取所欲達致的目標，這和企業策略管理者所採取策略手法沒有兩樣。在這麼做時，他（決策者）必須：
1)     以一些小成本的計畫或專案，去產生、換取所欲達到的利益。（如拍一部片來產生票房收入、製造一成名作）
2)     在實施過程中，確認此計畫能達成初始目的而沒有太多的妥協、犧牲（拍出好影片，採取創意的發行方式，不使用行銷置入，純粹道地口味，最後確保這樣純樸的片子真能確保票房成績）
3)     有得必有失，付出去的成本與所換得的利益需取得平衡，以免成果被稀釋或抵銷（影片不請大卡司，所有的製作費用花在影片拍攝上）
4)     時時校準各種計畫和專案的走向，確定其是否與最後組織的目標相符合，是否有偏移了組織目標的部分。（完成海角七號的收益後不再繼續拍另外同類型的影片）
 
影片海角七號特別顯示了原則4的重要性，常見許多案子當初設立的目的已達，卻沒能及時終止，繼續run到最後的結果導致整個組織目標偏移！這是許多公司組織策略最後迷失掉的部分。
 
「享受途中美景，但別就此忘記了旅程目的！」這句話很適用魏導演的故事，也很適用於企業的策略目標管理。
 
The film director used an exchange method pretty much like those deployed by business strategy makers. When doing so, he needs to
1)    come up a plan or project (s) (here, make a film) that can generate the benefits desired
2)    ensure the benefits can be realized without too much compromising ( a good film with quality and audience’s likeness so it does sell, no product replacement so the story won’t be affected )
3)    constantly jiggle between benefits-received and cost-paid, or the outcome maybe be offset or diluted, (no big casts, otherwise most of the revenue will go to them)
4)    aim to the goal constantly without deviation (more fund-raising or money-making films like Cape No. 7?)
 
All the four are pretty much the same with the principles of program management – making strategy to realize the organization’s goal, according to which, arranging/ combining programs and projects that can generate the benefits desired, managing them in a way that the benefits generated can align with the organization’s goal.
 
With the case of Cape No. 7, it taught us, as soon as a project’s desired benefits have been realized, it should be checked if it should be kept running, or it may generate some benefits in the cost of the target deviation of the organization. This is where some strategies totally go astray.
 
"Enjoy the scene, but don’t be distracted by it from the purpose of the journey",  which is very true to the film maker's story, but is also true to the business strategy maker's goal management.

--
Rita Raphael
International Marketing Manager
PM ABC. Ltd., R.O.C
Website: http://www.pm-abc.com
Email:     ritarap...@gmail.com

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