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研究生： 朱育萱
Chu, Yu-Hsuan
論文名稱： 台灣繪本產業之角色故事授權策略發展:以顧客感知價值為視角
Developing the IP Licensing Strategy of Character Story in Picture Book Industry in Taiwan:A Perspective from Customer Perceived Value
指導教授： 楊佳翰
Yang, Chia-Han
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2024
畢業學年度： 112
語文別： 英文
論文頁數： 153
中文關鍵詞： 台灣繪本 、IP授權策略 、角色 、顧客感知價值
外文關鍵詞： Picture book, IP Licensing Strategy, Customer Perceived Value, Character 
相關次數： 點閱：52  下載：19 
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    • 台灣的繪本產業向來以進口翻譯書在市場取向方面較為強勢，觀察市面上的暢銷前幾名繪本，有一大部分繪本以角色為主發展系列繪本，並獲得讀者長期的喜愛，進而改編成動畫、電影與周邊產品，例如《彼得兔》、《好餓的毛毛蟲》，都是膾炙人口的知名繪本角色，角色IP授權市場全球不斷成長的授權產業裡佔約四成，是相當大的比例，韓國與日本近十年來也注重發展本地的角色IP，並獲得全球成功，近年來台灣政府也開始注意到角色IP的潛力並有意發展。本研究旨在探討繪本角色 IP 開發的現況與挑戰，探索繪本中不同角色故事的價值，以產生與其價值相對應的合適的授權模式。研究方法包含質化與量化，首先透過問卷調查，分析顧客對於繪本角色的感知價值，強調內容授權在繪本角色IP策略中的重要性。再來深度訪談繪本創作者、團隊之個案，與IP授權領域的專家，檢視價值在角色授權的成功策略上的關係，並歸納出有效的授權策略大綱。
    本研究產生以下結論：(1)良好、吸引人的內容能夠建立長久的讀者連結，尤其在繪本領域，具有教育價值和口碑效應至關重要。(2) 繪本角色的情感價值被視為重要元素，強調「可愛」等療癒效果，以及角色擁有獨特的特色和精神的必要性。但若要成功還需持續經營和更新系列的故事內容，以及確保風格的穩定性。(3)授權策略的在不同的品牌生命階段，不同的價值佔有不同的重要性。在創建階段，情感價值和象徵價值至關重要，需建立引人入勝的品牌故事和獨特的藝術設計吸引目標受眾。成長階段則強調授權和合作的權衡價值，擴大市場份額並拓展產品線。成熟階段注重擴展IP生態系統和品牌擴張，需深入了解市場趨勢和受眾喜好，最後，重塑階段強調品牌回憶和品牌跨域合作，強化情感價值和象徵價值。(4)台灣繪本產業與角色IP 應以長遠眼光和規劃，制定不同階段的品牌策略，並在其中平衡情感價值、象徵價值和權衡價值，確保品牌在市場中持久且成功的生存，以超越品牌生命週期。

    Taiwan's picture book industry has been relatively strong in market orientation with imported translated books. Observing the top best-selling picture books on the market, a large number of picture books have developed series of picture books based on characters and have been loved by readers for a long time and then adapted into animations, movies, and peripheral products, such as "Peter Rabbit" and "The Very Hungry Caterpillar," are all well-known picture book characters. The character IP licensing market accounts for about 40% of the growing global licensing industry, which is quite a large proportion. South Korea and Japan have also focused on developing local character IP in the past ten years and achieved global success. In recent years, the Taiwan government has also begun to pay attention to the character IP  and intends to develop its market. The research objective is to explore the current situation and challenges of the development of picture book character IP, examine the value of different character stories in picture books, and generate a suitable licensing model corresponding to its value.
    The research methodology comprised both qualitative and quantitative approaches. Firstly, a questionnaire survey was conducted to analyze the customers' perceived value of picture book characters. This analysis emphasized the significance of content licensing in picture book character intellectual property (IP) strategies. Subsequently, in-depth interviews were carried out with case studies of picture book creators, teams, and experts in the field of IP licensing. The objective of this study was to examine the relationship between value and successful strategies in character licensing and ultimately summarize effective licensing strategy guidelines.
    The study generated the following conclusions: (1) Well-crafted, engaging content can establish long-lasting reader connections, especially in the picture book industry, where educational value and word-of-mouth effects are crucial. (2) The affective value of picture book characters is considered a vital element, highlighting the therapeutic effects of "cuteness," and the necessity for characters to possess unique characteristics and spirits. However, sustained success requires ongoing management and updates to the series' story content, along with ensuring stylistic consistency. (3) The importance of licensing strategies varies at different stages of the brand life cycle. In the creation phase, affective and symbolic values are paramount, requiring the establishment of captivating brand stories and unique artistic designs to attract the target audience. The growth stage emphasizes the value trade-offs of licensing and collaboration, expanding market share, and diversifying product lines. The mature stage focuses on expanding the IP ecosystem and brand extension, requiring an in-depth understanding of market trends and audience preferences. The final stage of reshaping or renewal underscores brand recall and expansion, reinforcing affective and symbolic values. (4) The picture book industry and character IP in Taiwan should adopt a long-term perspective, understanding brand strategies at different stages and balancing affective value, symbolic value, and value trade-offs to ensure the brand's sustained and successful presence in the market, this ensures the brand's enduring and successful presence in the market, surpassing typical brand life cycle.

    Abstract I 中文摘要 III 誌謝 IV Table of Contents V List of Tables VIII List of Figures IX Chapter 1 Introduction 1 1.1.Research Background 1 1.1.1 The Trend of Picture Book Publishing 1 1.1.2 The Rise of the Licensing Market in the Creative Industry 4 1.2 Research Motivation 8 1.2.1 ​​Academic Motivation 8 1.2.2 Industry Motivation 9 1.3 Research Objectives and Research Questions 10 Chapter 2 Literature Review 11 2.1.The Evolving Development of Picture Book Industry 11 2.1.1 Introduction of Global Picture Book Industry 11 2.1.2 Merchandising in Picture Book Industry: Global and Taiwan's Development 15 2.1.3 Challenges in Taiwan Picture Books Industry 20 2.2 Definition and Type of IP Licensing Strategies in Creative Industries 22 2.2.1 Definition and Category of IP in Legal System 22 2.2.2 Copyright as IP in Creative Industries 23 2.2.3. IP Licensing Value Chain and Management in Creative Industries 24 2.3 The Overview of Picture Book Characters and Character Licensing 26 2.3.1 Concept of Brand Characters 26 2.3.2 Factors Affecting Successful Characters 30 2.3.3 Development and Applications of Characters Licensing 33 2.3.4 Development of Character Economy and Its Value Chain 34 2.3.5 IP Licensing Strategy from Character 36 2.4 Concept of Brand Purchase Values 39 2.4.1 Purchase Intention and Perceived Value 39 2.4.2 Theoretical Lens of Customer Perceived Value 39 2.4.3 Type of Brand Purchase Value from Customer Perceived Value 40 Chapter 3 Research Design 45 3.1 Research Framework and Design 45 3.2 Case Introduction 49 3.3.Research Method 55 3.3.1. Literature Analysis 55 3.3.2 Questionnaire Survey 55 3.3.3 Semi-Structured and In-depth Interview 56 3.3.4 Expert Interviews 56 3.3.5 Focus Group 57 3.4. Data Collection 58 3.4.1 Data Source 58 3.4.2 Data analysis 59 Chapter 4 Data Collection and Analysis 61 4.1 Data Analysis of the Literature and Questionnaire 62 4.1.1 Data Collection of picture books series in Taiwan 62 4.1.2 Data Collection and Questionnaire Survey Results 63 4.1.3 Analyze customer perceived value from readers' perspective 68 4.1.4 Focus Group Discussion 69 4.2 Creator's Perspective 71 4.2.1 Individual Creators 71 4.2.2 Team Creators 74 4.3 Experts' Perspective 81 4.3.1 The Vision of Taiwan Character Brand Licensing Association 81 4.3.2 Observations from Licensing Expo 84 4.4 Expert's Suggestions to Taiwan Government 86 4.5 Suggestions for Taiwan picture book character IP from the view of expert 89 4.6 Types of IP licensing strategies in the picture book industry 92 4.6.1 Analysis of Marketing Strategy Model from Case Studies 92 4.6.2 Analyze the Licensing Process 96 4.7 Character Brands Strategy Discussion and Analysis from Experts 100 4.7.1 Strategies for Establishing a Strong Brand in the Early Stage 100 4.7.2 Further Discussion on Brand Story 103 Chapter 5 Discussion and Conclusion 105 5.1 The Evolving Development of the Character Story in Picture Book Industry105 5.2 Analyze Picture Book's Character from the Perspective of Customer Perceived Value 106 5.3 Implication for Theory: Building a Licensing Model 109 5.4 Implication for Practice 113 5.5 Research Limitations and Future Suggestions 122 5.5.1 Research Limitations 122 5.5.2 Future Study 122 5.6 Conclusion 123 References 125 Appendix 132

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