電腦動畫產業經營模式之研究

臺灣動畫產業發展將近半個世紀，對於動畫公司該不該由「代工」轉型「原創」公司，有諸多討論與研究。一個產業發展相關有賴環境政策條件、消費觀眾支不支持，文化素養夠不夠做出好作品，人才結構是否健全，是需要各面向集合而成。本論文採「質化」研究方法，對動畫公司商業模式建立，進行思考探索性研究(exploratory research)。主要研究發現: *臺灣產業發展條件不健全問題，在經過10多年努力，問題依然存在沒有改善，臺灣動畫產業需要以全球商業生態圈思維，重新找出企業發展定位。 *全球動畫公司在歷經皮克斯、漫威、盧卡斯併入迪士尼集團，夢工廠併入Comcast媒體集團後，呈現大者恆大的發展趨勢。 *經營動畫公司創意很重要，管理能力才是實踐創意價值的基礎實力。 *國家政策對於產業發展，佔有重要影響要素。好的整體政策除了帶動相關產業發展，也會創造市場需求，吸引資金與更多人才加入。研究結論認為：經營動畫公司，不論規模大小最重要的還是「經營」與「管理」。以核心能力建立出適合的商業模式永續經營，持續累積產業發展經驗。在國內產業發展要素不健全條件下，加入全球動畫產業生態體系，一同學習一同競爭，藉此累積產業發展經驗值。動畫產業在產業價值活動，採取各不同公司專業分工合作，而非代工製造，動畫創造是一種藝術結合科技的影片展現，其價值來自於對觀眾說一個好故事。

關鍵字

動畫產業；經營模式；核心能力；關鍵成功因素

並列摘要

For more than ten years, Taiwan's animation industry has been in a depressed state of development. Films people were not pleased with the production quality and therefore several animation companies went bankrupt or were forced to downsize. This research paper is focused on finding Animation Business Models. It starts by analyzing the condition of the global animation industry, and then learns from other country’s government policy of influence in the development of the animation industry, and finally explores core capabilities and key success factors in the form of case studies. The methodology of this research is document analysis by using qualitative research methods. Then it set up an analysis structure based on theories of core competency and value chains. Through research and analysis we find that Taiwan's animation industry conditions are not perfect and thus animation companies may need to seek out different business models. When Taiwan animation companies continue to keep partnership with international animation companies and remain visible in the global animation industry, at last there is hope that Taiwan will have the chance to join the global animation ecosystem. Taiwan can still play a major part in the global stage and lay the foundation for future development of the industry.