- 學位論文
越境的韓流：韓國媒體資本越南產製的政治經濟分析
The Political Economy of Korean Content Production in Vietnam: CJ Group, Media Capital and Transnational Networks
摘要
在媒體內容產製全球化的過程中，韓國資本與「韓流」對於東亞和東南亞的投資與內容生產，是東亞媒體內容生產跨國現象中最為顯著者。尤其是在東南亞地區，部分東南亞國家的內容產製商採用韓流作品元素、甚或引進韓國資金進行本地內容產品的再製，顯示出韓流於東南亞產製的跨境媒體生產鏈中透過水平與垂直等不同的合作型式，在東亞跨境媒體內容產製中延伸韓國媒體資本的影響。 亞洲新興國家與韓國之間的文化親近性，雖有助於韓國媒體內容產製進行跨境內容產製，但真正重要的關鍵，仍在於韓國媒體資本在東南亞的內容標準化和媒體適應的泛亞洲區域公式，導致東南亞的媒體行業發生了質的變化。韓流為東南亞的媒體生產和消費提供了一種文化融合模式，也影響了東南亞流行文化，並透過與亞洲其他媒體行業的合作，塑造了亞洲區域流行文化。 本論文希望透過深入的研究，耙梳這一波跨境內容產製的資源整合當中越南的電影產業環境與韓國的內容產業的互動，透過韓國 CJ 集團在越南的布局策略的分析，對於現行的東亞跨境內容產製進行初步解釋。 越南1986年改革開放後，外商大舉投資帶動了越南整體產業結構的改變，也為越南人民帶來更多的工作機會及收入。在越南產製的商品大量外銷的同時，越南國內的內需市場亦是規模日增，吸引了更多的外資投入，越南的電影產業便是在此背景下蓬勃發展。 韓國是為1988至2017年間對越南直接投資件數及金額最多的國家，電影產業亦為該國對越南投資布局中的一環。目前，韓國的電影院連鎖 CJ CGV及Lotte已經在越南取得了放映市場的過半數市場佔有率，更是當地外國電影發行的龍頭。在這樣的態勢下，與CJ CGV同屬CJ集團的 CJ E&M則搶攻越南的電影內容製作市場，2014年迄今已出品十部越南國產電影，成績表現不俗。 CJ集團目前已經成為越南電影產業的領導廠商，CJ CGV透過併購及擴張策略成功取得越南電影院放映市場及外國電影發行市場的近半數市場份額，而 CJ E&M則透過策略聯盟的方式與當地廠商合作產製本土的電影產品。 本論文深入研究CJ集團在越南電影市場的經營策略，利用文獻分析法及個案研究法，探討CJ集團以外商之姿成功跨足越南的電影產業，所採用的商業策略及其進行資源整合之歷程。
並列摘要
Globalization of content production spawns across national borders. In East Asia, South Korean capital and “Hanryu” (Korean Wave) are conspicuous phenomena to represent the integrative endeavors. The success of Korean Wave transforms cultural elements from South Korea with strong market value in Southeast Asia. By specific partnership, South Korean media capital cooperates with Southeast Asian counterparts to reproduce or adapt content originally made in South Korea into the Southeast Asian version. This thesis is dedicated to preliminarily explain the horizontal and vertical cooperation of content production between South Korean media capital and local media partners. After Vietnam’s Doi Moi in 1986, foreign investment has driven the change in Vietnam’s overall industrial structure. It brought more job opportunities and income to Vietnamese people. At the same time, Vietnam's domestically produced goods are exported in large quantities, Vietnam's domestic demand market is also growing, attracting more foreign investment. Vietnamese film industry is booming in this context. South Korea is the country with the largest number of direct investments in Vietnam during 1988 to 2017, and the film industry is also part of it in Vietnam. At present, South Korean cinema chain brands CJ CGV and Lotte have already achieved more than half of the market share in the cinema market in Vietnam, also they are the leader in foreign film distribution. Under such the circumstances, CJ E&M, which belongs to CJ Group as CJ CGV, has rushed to the film content production market in Vietnam. Since 2014, it has produced 10 Vietnamese-made films, and have performed well. CJ Group has become a leading player in the Vietnamese film industry. CJ CGV has successfully achieved nearly half of the market share in the Vietnamese cinema screening market and foreign film distribution market through mergers, acquisitions and expansion strategies, while CJ E&M has partnered with local manufacturers through strategic alliances to make local film products. This thesis deeply studies the business strategy of CJ Group in the Vietnamese film market. Used the literature analysis method and the case study method to explore the business strategy of the CJ Group's foreign business and its successful integration into the film industry in Vietnam.