日本漫畫在國際市場中的新獲利模式探討

Capitalizing on International Demand for Japanese Comics

施純淨(Johanna Rea C. Sy)

指導教授 ： 陳文華

國立臺灣大學/管理學院/商學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.03105

摘要

當日本廠商察覺到國際間對日本漫畫各國翻譯版本的需求由於scanlation sites和aggregators的興起而逐漸增加時，他們很難不針對此情況採取任何行動，加上日本國內的銷售也在逐漸下滑當中，且漫畫迷因許多未被滿足的需求及嚴重落後於日本最新漫畫發售進度等因素而造成的不滿逐漸上升，顯然地網路又再次證明此新通路能藉由提供消費者所需而受到廣大的喜愛。

本研究利用波特的五力模型分析漫畫市場，並將JManga.com的失敗案例和Crunchyroll的成功轉型作為例證，試圖設計一套適用之全新商業模式。

關鍵字

日本漫畫 ； 漫畫 ； 商業模式 ； JManga ； Crunchyroll

並列摘要

As international demand for translated Japanese comics or manga start to be perceived through the proliferation of scanlation sites and aggregators, Japanese publishers are hard pressed not to take any action especially when sales are declining in their home base. And with fans taking matters of unfulfilled needs and lengthy time lag from Japanese publication date to international release date into their own hands through sharing online, it is obvious that the internet has yet again proved to be the new channel preferred by consumers in acquiring what they want. This research will provide an analysis on the manga/comics industry by utilizing the Porter's Five Forces Model and attempt to introduce a new business model to capitalize on this demand. Whereas the failed attempt of JManga.com and the successful transformation of Crunchyroll will be used as cases in point in the introduction of the new business model.

並列關鍵字

Japanese comics ； manga ； comics ； business model ； JManga ； Crunchyroll

參考文獻

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Elberse, Anita (2011). Marvel Enterprises, Inc. (Abridged). Boston, MA: Harvard Business School Publishing.