如何利用線下場域拓展與深入觸及文創動漫用戶

Abstract

大學畢業與退伍後，因為興趣投入遊戲產業開發了十幾年的電子遊戲產品，都是在作PC端線上Online的內容，因為成績不錯，遊戲公司經歷上櫃上市，更經營過二十幾國的海外營運，工作歷程上對於全球ACG動漫族群的了解十分深刻。也在過往的日本分公司出差感受到該國動漫線上線下完整的產業鏈。因為使命感的關係，因此創業初期便決定要來創造一個嶄新的商業模式KIRABASE品牌，除了幫助我自己的遊戲IP發展，也能透過線下場域協助台灣文創的耕耘。 本研究將先介紹動漫產業，並說明現行的線上推廣與線下推廣的不足之處。思考是否有一種商業模式的可能性能夠改善或增進原本效益？會以動漫展演所KIRABASE為樣本，用商業畫布與構面分析來進行一個建設文創動漫平台的可行性與效益。 最終將說明研究成果，從成本、獲利及SWOT分析來說明這樣的線下平台對於動漫市場有多少的幫助，希望能提供文創業者在進行市場推廣時的額外選擇。

After graduating from university and ending my military service, I became involved in the game industry because of my personal interests. Over the past ten years, I have continued to develop and build many electronic game products, and the contents are all online on the personal computer side. product. Due to the good operating performance, the game companies I serve have also been listed on the OTC, and they have overseas operating experience and achievements in 20 countries. Therefore, they have a deep understanding of the global ACG animation community in the course of work. When I went to Japan on business trips in the past, I was particularly aware of the complete online and offline industrial chain of Japanese animation. Because I have a sense of mission, I decided to create a brand new business model at the early stage of my own business, that is, the KIRABASE brand. In addition to enabling the development of Intellectual Property for my animation games, it can also be used offline. And then be able to cultivate Taiwan's cultural and creative industry. This research will first introduce the animation industry, and explain the shortcomings of the current online and offline promotion methods, and rethink whether there is the possibility of another business model that can improve or increase the original benefits? The researcher took the KIRABASE of the animation exhibition as a sample, and used commercial canvas and facet analysis to carry out and build the feasibility and benefits of a cultural, creative and animation platform. Finally, the research results will be explained, from the cost, profit and SWOT analysis to illustrate the help of this kind of offline platform to the animation market, hoping to provide cultural entrepreneurs with another choice when conducting marketing.