韓國Webtoon崛起因素探討分析

隨著科技與網際網路的發展，多樣的數位娛樂消遣減少了人們對實體書籍的關注，全球的出版業正呈現衰退趨勢，漫畫出版市場也不例外，但相反地，數位漫畫平台卻逐漸增加，全球數位漫畫市場正在成長中。而韓國以Webtoon（網路漫畫）形式的數位漫畫，近幾年在海外各個市場中取得成功，韓國的數位漫畫平台甚至成功佔領漫畫大國—日本的數位漫畫市場。Webtoon是為了方便讀者在電腦及電子裝置上觀看所專門設計的數位漫畫，上下垂直滑動即可瀏覽，不必翻頁閱讀，且通常為彩色漫畫。本研究以日韓的數位漫畫產業作為研究對象，目的是去理解數位漫畫產業的特性，以及了解韓國的數位漫畫產業如何在全球市場佔有一席之地，並探討日韓兩國在發展數位漫畫產業的差異，以歸納出韓國Webtoon產業崛起的關鍵因素。本研究透過建立假說的方式，以鑽石模型、資源基礎理論及先進者與後進者優勢為架構，假設韓國Webtoon的崛起依賴當地總體環境特性、當地企業的特殊資源與能力及漫畫產業後進者身分，並採用文獻分析法及個案研究法，分析日韓在發展數位漫畫的國家競爭優勢、日韓漫畫企業的競爭優勢以及漫畫產業先進者與後進者的優劣勢。研究結果證實假說皆成立，韓國Webtoon能在全球崛起並成功佔領漫畫大國日本的數位漫畫市場來自於三大競爭優勢： (一)國家競爭優勢：韓國科技及網路快速發展，為韓國數位漫畫帶來良好的發展環境與技術，韓國對數位娛樂的需求發展較早，而主導市場的IT企業擅長技術開發及數位經營，相關產業的緊密合作也為漫畫作品IP創造更多的價值。 (二)個體企業競爭優勢：經營Webtoon平台的企業大多具備科技開發、數位經營、跨國在地化經營及垂直整合產業鏈的資源與能力，使其在數位漫畫產業具有持續性的競爭優勢。 (三)漫畫產業的後進者優勢：開創新型態的數位漫畫，更符合數位娛樂的需求。

關鍵字

日本漫畫產業；韓國漫畫產業；數位漫畫； Webtoon ；鑽石模型；資源基礎理論；後進者優勢

並列摘要

With the development of technology and the Internet, a variety of digital entertainment has reduced people’s interest in physical books. Thus, the comic book publishing industry is showing a declining trend. On the contrary, the global digital comics market is growing. Webtoon, a type of digital comics from South Korea, has been gaining popularity around the world in recent years. Unlike traditional comics, Webtoon is in vertical scrolling format instead of page-flipping format, making Webtoon easy to read on a smartphone, and Webtoons are usually in color. South Korean digital comics platforms are even taking over the digital comics market in Japan with Webtoons. This research focuses on the digital comics industry in Japan and South Korea. The purposes are to understand the characteristics of the digital comics industry, comprehend how the South Korean digital comics industry has a place in the global market, and explore the differences in the development of the digital comics industry between Japan and South Korea. This research is structured on Diamond Model, Resource-based Theories, and Second-mover Advantage, and is done through document analysis and case analysis. By establishing hypotheses, this research assumes that the rise of South Korean Webtoon depends on the local environmental characteristics, the special resources and capabilities owned by local companies, and the second-mover status to the comics industry. The result shows that the rise of Webtoon from South Korea stems from three major competitive advantages: (1)National Competitive Advantage: The rapid development of technology and the Internet in South Korea has provided an excellent environment for developing digital comics. The demand for digital entertainment has also developed early in South Korea. IT companies dominate the South Korean digital comics market and are good at technology development and digital management. The close cooperation of related industries also creates more value for Webtoon works. (2)Competitive Advantages of individual companies: Most Korean companies operating Webtoon platforms have the resources and capabilities for digital operations, localization operations, and vertical integration of the industrial chain, giving them a sustainable competitive advantage in the digital comics industry. (3)Second-mover Advantage: Based on Manga from Japan, the South Korean comics industry creates a new type of digital comics, which is more in line with the needs of digital entertainment.