日本動漫產業中動漫IP的「市場戰略」研究—以歷久不衰二十五年「美少女戰士」的成功之道為例

我們日常生活被日本動漫角色包圍，走到哪都能看到它們的蹤影。上至日本官方下至民間團體的研究，從內容產業到動漫產業，再從動漫產業延伸至日本動漫角色商品的零售市場，都在說明「動漫產業商機無限」。日本動漫產業如何打造出如此龐大的消費市場？是本文第一方向。本文會以質性研究法，針對「日本動漫IP」與「市場經營戰略」為主體進行研究。同時，搭配個案研究—《美少女戰士》（下稱美戰）加以詳述。「美戰」貴為日本魔法少女動漫系列的始祖，從1992年推出至今在日本國內外都持續發燒中。美戰有許多周邊商品，像是便宜的文具、模型亦或是名貴的珠寶、奢侈品牌精品；此外，美戰在2018及2019年為日本環球影城Cool Japan主題的遊區之一，2020年東京奧運大使中，海量日本動漫作品中精選八部九位主角的其中一位。它所涉及的領域從玩具到觀光業，從社會層面到政治層面，背後促使市場熱潮的原因是什麼？則是本文第二方向。本文會以「市場學」與「社會學」的角度作切入點，以市場學中的理論配合各種實例去探討研究主體，分成六章進行。除了諸論（研究背景、研究動機與目的、研究架構與方法）和結論外，第二章會先以「PEST分析法」環境掃描過去及現在日本動漫產業在政治、經濟、社會與科技的情形，透過在歷史上與意義上的變遷了解日本動漫產業的現況，龐大動漫IP市場形成的原因。第三章會就日本的現況去分析日本動漫產業與角色間的關係，再從日本人與日本角色之間的關係探討角色與市場間的關係。第四章則以「6P大市場營銷戰略」作為基礎，加以探討動漫IP市場的各種常見戰略。第五章會以實際案例詳述「美戰」在市場戰略上的應用，同樣以「PEST分析法」環境掃描「美戰」歷久不衰的原因。最後總結以上各章節所得的結果，以「SWOT分析法」歸納分析日本在經營動漫IP上的利與弊，以其成功經驗為啟示，從中參透日本在經營市場時「戰略」的真正意義。

關鍵字

日本動漫產業；動漫角色；動漫IP ；市場戰略； PEST ； SWOT ；美少女戰士

並列摘要

We are always surrounded by Japanese Anime characters in our daily life. According to many kinds of research which official institutions and non-governmental organizations did, the results indicated that Japanese Content Industry, Animation Industry and the retail market of Japanese anime character goods have an unlimited business opportunity to develop. “How the Japanese Animation Industry creates such a huge consumer market” is the first direction in my thesis. This thesis will focus on the “Japanese Animation IP” and “Marketing Strategy.” It based on the qualitative research method and case study to elaborate. The research model, SAILORMOON, is the ancestor of the Japanese magical girl Animation. It has been very popular in Japan and Overseas since its publication in 1992. SAILORMOON has lots of merchandise, including cheap stationery, inexpensive figures, precious jewels, and luxuries. It was also a part of the “UNIVERSAL COOL JAPAN” in Universal Studios Japan in 2018 and 2019. In addition, it is one of the protagonists in the 2020 Tokyo Olympics’ ambassadors. “SAILORMOON MARKET” has developed in the toy and tourism industry, from society to political aspect. And here is the second direction of this thesis, "What is the reason behind the “SAILORMOON FEVER?” “Marketing” and “Sociology” are two main principles in the thesis. According to theories of marketing and various examples, this paper is divided into six chapters to explore the subject. In addition to theories (Research background, motive, purpose, structure and methods) and conclusion, chapter two uses the PEST analysis to discuss issues on Politics, Economy, Society and Technology from the past to now in Japanese Animation Industry. Through the change in historical significance, we can understand the situation of the Japanese Animation Industry nowadays and the formation of Animation IP market. Chapter 3 will analyze the current relationship between Japanese Animation Industry and the Characters in Japan. In addition, it also explores what connection Characters and the market has through studying the relationship between Japanese people and Japanese Animation Characters. Chapter 4 uses the “6P Mega Marketing Theory” as the foundation to explore common strategies in the Animation IP Market. Chapter 5 explains how SAILORMOON is applied in the marketing strategy with actual examples, using PEST to analyze the reason why SAILORMOON has existed for such a long time. Chapter 6 is the last chapter to summarize information in the above chapters, using SWOT analysis to summarize and analyze the benefits and disadvantages of operating Animation IP in Japan. According to the success of SAILORMOON, this thesis will show the significance of strategies in running the market in Japan.