應用AHP層級分析法於台灣動畫產業之成功關鍵因素研究

近年來，動畫產業的快速發展，亞洲地區各國也逐步跟上，但其所涵蓋的範圍不在只是僅限於亞洲地區，這項產業帶來深大的影響，背後也帶來龐大的商機，台灣地區也是興盛中的國家之一。台灣動畫產業受到早期以代工為主之影響，造成生產階段前期的創意與生產後段行銷推廣不足；但經過長時間的努力，台灣原創動漫畫近年來在動畫、漫畫與小說等作品數量在慢慢增長，因此可以看出動畫產業在台灣不可忽視的代表性跟未來性。本研究以Porter鑽石模型為架構，列出關鍵構面要素，再運用層級分析法(Analytic Hierarchy Process,AHP)探討動畫產業競爭優勢構面之權重先後順序。選擇亞洲區動畫龍頭的日本與最近發展迅速的中國、韓國作為對象，進行分析並綜合比較，以歸納出對未來台灣動畫產業有效成功發展的關鍵。而我國在動畫產業發展上最關鍵的構面是「政府」，其次則是「需求條件」，而是「企業策略、結構與同業競爭」則是產業發展中影響性較低的因素。在進一步的個別構面子要素分析上，「國家政策」為首要，「國內市場轉換成國際市場需求之能力」、「消費者成熟度」、「資本條件」及「知識資源」另分居二至五名，而「天然資源」則是動畫產業發展中最不重要的因子。

關鍵字

數位內容產業；動畫產業；波特鑽石理論；層級分析法

並列摘要

In recent years, the rapid development of the animation industry, have followed by the countries in the Asian region gradually, but the scope of its coverage is not limited to the Asian area only. This industry has a profound impact; there are also substantial business opportunities behind it. Taiwan is also one of the countries in the boom. Taiwan's animation industry was affected by early OEM(original equipment manufacturer), which caused insufficient creativity in the first stage of production and marketing in the latter part of putout. However, through the extended period efforts, the number of jobs in animation, comics, and novels in Taiwan has been grown bit by bit in recent years. Therefore we can see the representativeness and future of the animation industry in Taiwan. The study analyses the animation industry with “Diamond model” proposed by Michael Porter in 1990. AHP and expert opinions investigating are both adopted as research methods in this study to evaluate the weights of the factors influencing the development of the animation industry. The results portray that “Government” is the most important factor, and “Demand conditions” is the second priority. “Firm Strategy, Structure, rivalry” is eventually viewed as the most insignificant factor. Further, “National policy,” “Internationalization of domestic demand,” “Consumer level,” “Capital resources,” and “Knowledge resource” are the top five sub-factors. “Natural resources” is portrayed as the most insignificant factors of all.