Please use this identifier to cite or link to this item:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18144Full metadata record
| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 黃俊堯 | |
| dc.contributor.author | Ji-Eun You | en |
| dc.contributor.author | 柳志恩 | zh_TW |
| dc.date.accessioned | 2021-06-08T00:52:35Z | - |
| dc.date.copyright | 2015-08-11 | |
| dc.date.issued | 2015 | |
| dc.date.submitted | 2015-06-18 | |
| dc.identifier.citation | Reference
Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press Alsem, Karel Jan, Erik Kostelijk, 'Identity based marketing: A new balanced marketing paradigm', European Journal of Marketing, Vol.42 No.9/10 (2008), pp.907-914. crossref(new window) Ansoff, I.: Strategies for Diversification, Harvard Business Review, Clow, Kenneth E & Donald Baack. 'Integrated Advertising Promotion and Marketing Communications', 3rd Edition, Upper Saddle River, 2007 Berry, L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137. doi: 10.1177/0092070300281012 Clow, Kenneth E.; Baack, Donald E. Integrated Advertising, Promotion, and Marketing Communications. Prentice Hall. p. 108 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 Hunt, Shelby D., 'On reforming marketing: For marketing systems and brand equity strategy', Does marketing need reform?, Sheth, Jagdish, Rajendra Sisodia(ed.), M. E. Sharpe, 2006, pp.69-77. Hudzik, John K Comprehensive internationalization : institutional pathways to success / John Hudzik Abingdon, Oxon ; New York, NY : Routledge, 2015 Jump up ^ 'Spirited Away maker Studio Ghibli halts production'. BBC News. August 4, 2014. Retrieved February 8, 2015. Jump up ^ Isao Takahata, Goro Miyazaki (2005). 宮崎駿とジブリ美術館 (Hayao Miyazaki and Ghibli Museum) (DVD). Japan: BVHE Japan. Korea Communications Commission: Smart Mobile Security Plan (2010) Korean Creative Content Agency: Trend of Smartphone Technology and Industry. In depth report of Culture Technology, no. 3 (2010) Keller, Kevin L., 'Conceptualizing, measuring, and managing customer-based brand equity', Journal of Marketing, Vol.57(1993), p.1-22. Madhavaram, S., V. Badrinarayanan & R. E. McDonald, 'Integrated marketing communication and brand identity as critical component of brand equity strategy', Journal of Advertising, Vol.34, No.4 (Winter, 2005), p.69-80. crossref(new window) McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin. Meeker, M., Devitt, S., Wu, L.: Internet Trends. The Mobile Internet Report (2010) Marketing Communications: An Integrated Approach Miyazaki, Hayao; Isao Takahata (2009). Starting Point 1979–1996. Viz Media. pp. 446–447. ISBN 978-1-4215-0594-7. Neumeier, Marty (2004), The Dictionary of Brand. ISBN 1-884081-06-1, pp.20 Schultz, Don E., Stanley I. Tannenbaum, & Robert F. Lauterborn, Integrated marketing communications, NTC Business Books, 1993. '会社情報.' Studio Ghibli. Retrieved on February 26, 2010. Teinowitz, Ira,'Disney to limit character licensing to 'healthful' foods', Advertising Age, (Oct.10, 2006), Upshaw, Lynn B., Buliding brand identity: A strategy for success in a hostile marketplace, John Wiley & Sons, 1995. Porter, M.E. (2008) The Five Competitive Forces That Shape Strategy, Harvard business Review, January 2008. Vincent, Alice (August 4, 2014). 'Studio Ghibli may stop making films'. The Telegraph. Retrieved February 8, 2014. World Economic Forum: Scaling Opportunity: Information and Communications Technology for Social Inclusion (2010) What Is Strategy? by Michael E. Porter From the November 1996 Issue http://adage.com/artic le/news/disney-limit-character-licensing-healthful-foods/112534. http://en.wikipedia.org/wiki/Korean_animation http://thethreewisemonkeys.com/2011/04/25/a-brief-history-of-korean-animation-pt-2-1967-1972-the-first-wave/ http://www.reuters.com/article/2014/01/07/research-and-markets-idUSnBw076410a+100+BSW20140107 http://news.mk.co.kr/english/newsRead.php?sc=30800001&cm=Top%20Story&year=2014&no=1244541&relatedcode=&mc= http://www.koreatimes.co.kr/www/news/biz/2012/02/334_105217.html http://blog.naver.com/contentstand/220262316982 http://blog.naver.com/taeun21/220271767831 http://mosfnet.blog.me/220021213621 'IFPI publishes Digital Music Report 2015'. International Federation of the Phonographic Industry. 14 April 2015. p. 12. Retrieved 15 April 2015. http://thewaltdisneycompany.com/disney-companies/disney-consumer-products http://www.nytimes.com/2014/11/23/magazine/how-disney-turned-frozen-into-a-cash-cow.html?ref=magazine&_r=1 With $200 Million in Revenue, South Korea's Top Messaging App Is All Smiley Faces'. Bloomberg. 2013-12-22. Retrieved 2014-04-22. http://khnews.kheraldm.com/view.php?ud=20150422001265&md=20150423003058_BL http://www.koreatimes.co.kr/www/news/tech/2014/10/133_167268.html http://www.koreatimes.co.kr/www/news/biz/2014/02/123_152233.html http://www.koreatimes.co.kr/www/news/tech/2012/10/133_121272.html http://www.mt.co.kr/view/mtview.php?type=1&no=2015042815322978708&outlink=1 http://www.huffingtonpost.com/jim-hill/ready-to-let-go-of-let-it_b_5604502.html?ir=Entertainment&utm_hp_ref=entertainment http://onepieceofficial.com/ http://www.asiae.co.kr/news/view.htm?idxno=2012092110085122812 http://blog.naver.com/brandpark/120015393044 http://blog.naver.com/kangoh7378/30189466379 https://prezi.com/xon7uxtt0mhu/osmu-/ http://blog.naver.com/0hyundai/220309409371 http://www.anewsa.com/detail.php?number=792593&thread=07r02 http://blog.naver.com/english_expo/130082164993 http://blog.naver.com/newtype8/220342155683 http://www.koreatimes.co.kr/www/news/culture/2014/11/386_139565.html http://icgroup1fall2011.blogspot.tw/2011/12/edutainment-pororo.html http://www.investkorea.org/ikwork/iko/eng/cont/contents.jsp?code=1020207#_2_1_5 http://www.fnnews.com/news/201408101644423500?t=y http://www.koreatimes.co.kr/www/news/culture/2013/05/386_136419.html | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18144 | - |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T00:52:35Z (GMT). No. of bitstreams: 1 ntu-104-R02749047-1.pdf: 5039153 bytes, checksum: 0c44d80a19b7c358cdbe904e7e13addd (MD5) Previous issue date: 2015 | en |
| dc.description.tableofcontents | Table of Contents
Acknowledgements……………………………………………………………ⅱ Abstract………………………………………………………………………..ⅲ Table of Contents……………………………………………………………...ⅳ List of Table…………………………………………………………………...ⅶ List of Chart…………………………………………………………………...ⅷ List of Figures………………………………………………………………….ⅸ Chapter.1 introduction ……………………………………………………….1 1-1) Motivation of Thesis……………………………………………………….1 1-2) Research Questions………………………………………………………...2 1-3) Thesis Structure…………………………………………………………….3 Chapter.2 Literature Review ………………………………………………….5 2-1) Competitive Strategies ……………………………………………………...5 2-1-1) Poter’s Five Force Model ………………………………………………....5 2-1-2) Poter’s Activity System Map ……………………………………………...8 2-2) Marketing Communication………………………………………………….9 2-3) Branding………………………………………………………………..…...11 2-4) Internationalization…………………………………………………………13 2-4-1) Market Entry Strategies…………………………………………………..14 A. Exporting………………………………………………………………..14 B. License and Royalty Agreement ………………………………………..14 C. Joint Venture…………………………………………………………….16 2-4-2) Market Growth Strategies ………………………………………………..17 A. Diversification of Business: Ansoff Matrix……………………………..17 Chapter.3 Methodology ………………………………………………………….20 Chapter.4 Case study: Korean character ‘Pororo’ made by iconix co ………..21 4-1) Introduction of case study: Pororo and Iconix Company………………..........21 4-2) Industry Analysis ……………………………………………………………..24 4-2-1) Background of Cultural Contents Industry …………………………………24 4-2-2) Background of Character Industry ……………………………….…………29 4-2-3) Current status of Cultural Contents Industries……………………………....33 i. Current Status of Worldwide ……………………………………………....33 ii. Current Status of Korea……………………………………………………..34 4-2-4) Current status of Character Industries …………………….…………………35 i. Worldwide ………………………………………………………………….35 ii. Korea………………………………………………………………………..38 4-3) Analysis of Critical Success Factor in Pororo…………………………………..43 4-3-1) Marketing Communication and Branding of Pororo…………………………43 4-3-2) Exporting of Pororo…………………………………………………………...46 4-3-3) License and Royalty Agreement of Pororo……………………………………48 4-3-4) Business Diversification of Pororo……………………………………………53 4-4) Industry Trend …………………………………………………………………..57 4-4-1) Increasing of Kidult Market …………………………………………………..57 4-4-2) Expansion of OMSU (One Source Multi Use) and Contents Collaboration…..61 4-4-3) Rising of Lucrative Market “Emoticon”……………………………………….64 4-5) Competitor Analyses …………………………………………………………….66 4-5-1) Key competitors………………………………………………………………..66 i. Disney in US………………………………………………………………….66 ii. Sanrio in Japan………………………………………………………………...69 4-5-2) Competitive Positioning Analysis ……………………………………………...72 i. Market share and Price ……………………………………………………….75 ii. Product diversification and Customer satisfaction……………………………76 iii. Investment and Quality………………………………………………………..77 iv. Brand awareness and customer intimacy……………………………………...78 4-6) Summarizations of Chapeter.4…………………………………………………….79 Chapter.5 Conclusion …………………………………………………………………80 5-1) Findings and Suggestions………………………………………………………….80 5-2) Future Researches………………………………………………………………….84 Appendix……………………………………………………………………………….85 Reference List…………………………………………………………………………..87 | |
| dc.language.iso | en | |
| dc.title | "發展文化內容競爭優勢力方法-以iconix Co.,公司卡通Pororo為例" | zh_TW |
| dc.title | The way of develop competitiveness for cultural contents, Analysis status Korean Character contents, Case of Pororo, iconix Co., | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 103-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳彥君,陳華寧 | |
| dc.subject.keyword | 文創業,品牌管理,國際化,許可證協議,韓國卡通 Pororo,韓商ICONIX, | zh_TW |
| dc.subject.keyword | Korean cultural content industry,Character Pororo,ICONIX,Marketing communication,Branding,Market entry,Licensing agreement,internationalization, | en |
| dc.relation.page | 91 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2015-06-18 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| Appears in Collections: | 管理學院企業管理專班(Global MBA) | |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| ntu-104-1.pdf Restricted Access | 4.92 MB | Adobe PDF |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.