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| Title: | 角色IP發展策略與挑戰-以柴語錄個案為例
Development Strategies and Challenges of Character IP: A Case Study of ";Shiba Says" |
| Authors: | 陳麗玲
Chen, Li-Ling |
| Contributors: | 宋皇志
Sung, Huang-Chih
陳麗玲
Chen, Li-Ling |
| Keywords: | 柴語錄
角色 IP
智慧財產權
文化創意產業
商業模式
授權策略
Shiba Says
mage Character IP
Intellectual Property
Cultural and Creative Industries
Business Model
Licensing Strategy |
| Date: | 2025 |
| Issue Date: | 2025-03-03 13:35:00 (UTC+8) |
| Abstract: | 圖像角色IP（Intellectual Property）作為智慧財產權的一部分，是文化創意產業中的重要資產，對品牌商業化與跨媒體整合發展具有深遠影響。隨著數位媒體的崛起和全球化市場的推進，其商業價值與市場潛力日益受到重視。本研究以台灣知名角色IP「柴語錄」為個案，探討其從角色設計到授權成功與品牌化的發展歷程。採用質性研究方法，結合深度訪談與文獻回顧，分析柴語錄的商業模式，包括品牌定位、價值主張、目標客群、銷售通路、關鍵資源及授權策略等經營面向。研究發現，柴語錄的成功歸因於創新的商業模式與健全的智慧財產權策略，但同時面臨台灣市場規模有限、資源不足與國際競爭的挑戰。 本研究不僅揭示柴語錄角色IP的發展模式，亦提出針對圖像角色IP經營的實務建議，以藝人經營模式，加上媒體宣傳、通路佈局、智慧財產權策略，實現角色IP商業獲利價值，期望能為文化創意產業提供理論與實務的雙重參考，並對相關領域研究有所補充。
Image character IP (Intellectual Property), as part of intellectual property rights, is a significant asset in the cultural and creative industries. It plays a crucial role in brand commercialization and cross-media integration development. With the rise of digital media and the advancement of global markets, its commercial value and market potential have gained increasing attention.
This study takes Taiwan’s well-known character IP "Shiba Says" as a case study to explore its development process from character design to successful licensing and branding. Employing qualitative research methods, the study combines in-depth interviews and literature review to analyze the business model of Shiba Says, including brand positioning, value propositions, target audience, sales channels, key resources, and licensing strategies. The findings reveal that the success of Shiba Says can be attributed to its innovative business model and comprehensive intellectual property strategies. However, challenges such as the limited scale of the Taiwanese market, resource constraints, and intensified international competition remain significant obstacles.
This study not only reveals the development model of Shiba Says character IP but also provides practical recommendations for managing visual character IP. By integrating an artist management model with media promotion, channel distribution, and intellectual property strategies, the study aims to achieve commercial profitability for character IP. It is hoped that this research can serve as both a theoretical and practical reference for the cultural and creative industries, while also contributing to further studies in related fields. |
| Reference: | (中文)
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(英文)
12. license Global(2023)Disney, Authentic, Pokémon, Mattel and More Named License Global's Top Global Licensors https://www.licenseglobal.com/icensing-resources/p- global-licensors-report-cites-273-4-billion-in-sales-for-world-s-top-brands
13. License Global, Content Editor ( 2023)The Top Global Licensors Report 2024.Lisence Global https://www.licenseglobal.com/rankings-lists/top-150-leading-
licensors?utm_source=chatgpt.com |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932083 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932083 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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