摘要
以往針對卡通肖像的研究，多是從設計觀點或代言人理論，探討展現卡通肖像魅力的設計原則，以及瞭解顧客購買卡通肖像商品的意願，較少從廠商創造與擴散卡通肖像的歷程，說明卡通肖像價值產生的邏輯。基於此，本研究選取兩個國外成功個案（迪士尼、三麗鷗）及兩個國內發展中個案（東凌公司、麥克強森）進行分析與歸納，以釐清卡通肖像的價值創造邏輯。基於個案的綜合分析，發現卡通肖像價值（或肖像代言力）受到親和與標記兩種效果所影響，其中「親和效果」是指卡通肖像對於顧客產生親近與共鳴的感受，對應於本質親和、情境親和兩方面，而「標記效果」則是指卡通肖像對於顧客產生短期或長期的象徵意義，對應於從眾效果、認同效果兩方面；探究引發兩種效果的管理行動，進一步發現包括外型與行為的設計策略有助於產生親和效果，而包括媒體或商品的曝光策略則有助於產生標記效果。另一方面，基於個案的差異比較，發現總體策略、說故事策略與營收策略的選擇影響卡通肖像的經營模式，而產生這些策略差異的原因，則是「資源稟賦的條件與強度」與「以時間為基礎的正向循環」所致。本研究透過國內、外代表性個案的分析，歸納出卡通肖像價值創造的理論性架構，對於致力於卡通肖像事業的廠商而言，基於此架構的指引，可以檢視自我的條件，並運用相關的管理行動，以提升卡通肖像的價值。
並列摘要
TMost previous researches on cartoon characters follow the design perspective to explore the principles for designing a character with charisma or follow spokesperson theory to explain the customers' preference towards related goods, but lack to describe the creation and diffusion process of cartoon characters and to understand the underlying value creation logic. Thus, this study analyzes two overseas successful cases (Disney and Sanrio) and two domestic developing cases (Tung-ling and Mike-Johnson) to clarify the value creation logic. The main finding is that the value of cartoon characters is affected by affinity effect and tagging effect. In terms of managerial actions, design strategies facilitate the generation of affinity effect and exposure strategies facilitate the generation of tagging effect. On the other hand, the choices on group strategy, story-telling strategy and revenue strategy, which are constrained by company's resources and long/short term thinking, determine the business model differences between cases. The concluded theoretical framework provides firms related key issues and the ways to upgrade the value of cartoon characters.