| 摘要: | 為了解台灣文化產業如何帶動周邊產業、文化產品的價值網與網內價值鏈結的過程為何？本研究從文化產業同心圓的概念延伸並與價值網理論結合，從文化商品的特色、授權、價值網中的合作活動與資源鏈結等因素，探討文化商品價值網的形成。 研究方法採用深度訪談法，以幾米為研究個案，訪談幾米的經紀公司、生產與銷售幾米周邊商品的廠商、以及異業合作的公司。探討由幾米繪本圖像為核心而發展出的價值網及價值網內的互動，再從幾米的個案特色與訪談內容中繪製出幾米的價值網。 研究結果描繪出的幾米價值網，其以幾米的繪本圖像為核心，並藉由授權圖像製成周邊商品的方式，而與授權廠商產生價值鏈條，授權廠商之間再透過資源的使用或交換，以及網內的合作活動過程，而形成整個價值網。 然而在核心與周邊的鏈結過程中產生影響幾米價值網的發展的問題，這些問題分別為周邊商品缺乏整體性的規劃與行銷、授權後無法達到專業分工的目標、價值網內的溝通不良導致無法配合媒體熱潮、周邊商品的授權過程並未達到雙贏的目的。 延續上述問題後，歸納出三項形成價值網發展困境的原因，首先是在價值網中扮演整合者角色的墨色國際，其主導整個價值網的發展，因此成為影響價值網發展困境的關鍵因素；其次是在價值網中扮演聯繫功能的廠商授權會議由於成效不彰也使價值網內的資源鏈結與運用無法充分發揮；最後是幾米的圖像只有出版品等單一媒體宣傳，這也影響了整個價值網的規模。
The main purpose of this study is to realize how Taiwan’s culture industries lead peripheral industries, and the process of how value chains combine with the value net of cultural goods. This research extended from the concept of the cultural industry concentric circle and combined it with the value net theory union. Moreover, the research explored the formation of the value net of cultural goods by means of analysis of features , the licensing, the cooperation and the resources chains of cultural goods. Using Jimmy as a case study, and via the method of in-depth interview, the researcher interviewed the agent of Jimmy, companies which produce and sell the commodity with Jimmy’s images, and companies of the strategical alliance from different business fields. The researcher discussed the value net and the interaction in it which had been developed from Jimmy’s images, and drew Jimmy’s value net by analyzing interviews and Jimmy’s characteristics. The results revealed that Jimmy’s images is the core of its value net,. and the value chains with authorize manufacturers were made through the peripheral commodity with the licensing images. And the value net was formed through the use or exchange of resources, and the cooperation in the net. However, ties in the process in the core and the peripheral chain to produce the questions which affects the values net’s development. And these questions are the peripheral commodity is lack for the integrity plan and the marketing. And after the licensed, the peripheral commodity is unable to achieve the goal of specialized division of labor. And the value net’s communication are ineffective, and causes to be unable to coordinate the media’s propaganda. And the peripheral commodity’s licensed process can’t achieve the goal of double wins. Fellow above questions, induce to three reasons which made the difficulties of value net’s expanding. First, Jimmy spa is the major reason of these difficulties, because he is play the integrated role of value net, and which predominate the develop of value net. Second, the meetings of the licensing companies doesn’t works, that cause the resource chains can’t exercise of value net. Third, Jimmy’s images only have one media’s propaganda, that influences the value net’s scope too. |
