發展文化內容競爭優勢力方法-以iconix Co.,公司卡通Pororo為例

The way of develop competitiveness for cultural contents, Analysis status Korean Character contents, Case of Pororo, iconix Co.,

柳志恩(Ji-Eun You)

指導教授 ： 黃俊堯

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2015年)

https://doi.org/10.6342/NTU.2015.10794

摘要

無資料

關鍵字

文創業 ； 品牌管理 ； 國際化 ； 許可證協議 ； 韓國卡通 Pororo ； 韓商ICONIX

並列摘要

This thesis deal with considering the way of developing competitiveness with special focus on case study of Pororo in Korean character industry. The research was based on framework stated in literature review, and conclusion part was consolidated based on my insight through analysis of case study and comparison. Primarily I concentrated upon the four objectives what I mentioned in chapter.2, and I tried to found the reasons of success in Pororo that I was able to aggregate all suggestions and recommendations for developing and strengthen competitiveness of cultural contents.
Korea still remained an IT powerhouse with the highest Internet access rate, thanks to the power of IT, correlated many industries have been taken benefit, and advanced technology allowed rapid growth of cultural contents as well. But only thing is IT not enough to reinforcement.
Therefore this thesis peer into one specific case of Pororo, so-called Po-tong-ryung, means that president of children, it was already a strong force to be reckoned with. Its brand value was evaluated than Disney and Japan studio. I examined success story of Pororo, also reviewed whether there has any similar circumstance or influential factor in pursuance in cultural content development. Furthermore its findings are possible to apply thesis subject that facilitate progress toward development of cultural contents.

並列關鍵字

Korean cultural content industry ； Character Pororo ； ICONIX ； Marketing communication ； Branding ； Market entry ； Licensing agreement ； internationalization

參考文獻

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Farquhar, Peter, "Managing brand equity", Marketing Research, 1(Sep. 1989), pp.24-33.

Giesler, Markus (2012), "How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic," Journal of Marketing, November 2012

Hudzik, John K Comprehensive internationalization : institutional pathways to success / John Hudzik Abingdon, Oxon ; New York, NY : Routledge, 2015