國際數位漫畫出版及應用發展趨勢之探討

政府自2003年陸續推動多項漫畫政策及漫畫競賽多年仍未見顯著成效，近年世界各國已紛紛意識到平板電腦所帶來的龐大市場與跨國商機並積極發展數位漫畫，臺灣卻仍深陷原創漫畫產業不振的困境中。國內擁有極佳的漫畫市場、優秀的創作人才及多元的文化背景，故如何振興臺灣數位漫畫產業發展實為當務之急。因此，本研究旨在透過文獻分析及專家訪談探討全球數位出版市場及數位漫畫發展現況與趨勢，並綜合專家訪談結果及SWOT分析檢視臺灣之發展現況與困境，同時運用SO，ST，WO及WT策略組合推演，從政策、產業、教育及文化等面向研擬出「趁勝追擊策略」、「長期發展策略」、「品牌打造策略」及「逆轉劣勢策略」四大振興產業發展策略。研究結果發現：平板電腦帶來跨國數位漫畫商機、個人數位出版服務、泛數位出版與數位行銷服務興起；各國發展特性則可歸納為「政府介入」、「產業轉型」與「國際化拓展」等三種發展導向，而臺灣原創漫畫產業目前處於弱勢發展階段，建議政府採取積極介入主導策略，優先成立專責單位及長期發展政策健全臺灣漫畫產業之發展。

關鍵字

數位漫畫；數位出版；手機漫畫；網路漫畫；電子漫畫書

並列摘要

While many countries in the world are aggressively developing the potentials of digital comics brought by the tablet craze in the market, the comics industry in Taiwan which has been under the government policy for years is still in a bad state. Taiwan has a big potential comics market, superb artists, and diverse cultural backgrounds which could support the industry. This study is to find out ways and strategies to promote the Taiwanese comics industry through digital technology. This study conducts a qualitative research by using ”document analysis” and ”in-depth interviews” to analyze the market trends of digital contents and digital comics in different countries, as well as the characteristics of their developing strategies. This study also discusses the findings about Taiwan's situation based on the interview conducted to experts and the SWOT developed out from it. It also talks about the SO, ST, WO and WT strategies to help develop the Taiwanese comics industry. Further analysis of this study shows that the tablet has brought the business opportunity in global digital comics, self e-publishing, and cross-platform marketing. Another finding reveals three major factors that affect the developing strategy of comics industry worldwide: government support, industry transition, and global demand. The recommendation of this study is to conduct the government support strategy and develop long-term industry policies to enhance the Taiwanese comics industry and to cope with international competition.