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| Title: | 韓國網路漫畫與小說平台的內容產業生態系以及智慧財產權保護與利用
The Content Industry Ecosystem and the Utilization of Intellectual Property Rights of Korean Webtoon and Web Novel Platforms |
| Authors: | 蔡佳芳 |
| Contributors: | 宋皇志
蔡佳芳 |
| Keywords: | 網路漫畫與小說平台
內容產業生態系
智慧財產權保護
NAVER WEBTOON
Kakao Entertainment
Webtoon and Web Novel Platforms
Content Industry Ecosystem
Intellectual Property Management and Protection |
| Date: | 2025 |
| Issue Date: | 2025-07-01 14:31:16 (UTC+8) |
| Abstract: | 韓國網路漫畫和網路小說平台的發展與NAVER集團、Kakao集團息息相關，二集團透過旗下子公司NAVER WEBTOON以及Kakao Entertainment推展網路漫畫與小說內容平台事業，並以韓國、日本與北美等地為主要發展市場，逐步建立以網路漫畫與小說為基礎之內容事業。
為瞭解二集團網路漫畫與小說平台之商業模式以及內容事業的發展策略，本研究結合文獻回顧、個案研究並訪談研究對象關係企業從業人員等方式，透過生態系的觀點詮釋二集團以網路漫畫與小說平台為基礎的內容事業發展策略。研究過程中，本研究盤點了二集團在內容產業的關係企業與網路成員，統計旗下平台改編作品數量與改編利用方式，並且檢索了集團總公司與子公司在韓國、日本以及美國等地所申請網路小說與漫畫平台相關專利權、商標權之數量與內容。
本研究所得到之結論：(一)、在網路小說、網路漫畫平台經營上，二集團透過「等待免費」制度吸引讀者持續回訪，並提供連載作者稿費、收益分潤以及創作上之技術與經驗輔助，龔固和創作者之間的合作關係並培養穩定的讀者社群；在平台收益層面則透過付費內容、廣告收益以及IP授權等多元收益管道維持平台營運與成長動能。(二)、在網路漫畫與小說平台為基礎的內容產業發展策略上，二集團藉由旗下新設立或併購取得之海內外子公司，垂直方向與水平方向結合產業合作夥伴資源，充足作品IP從企劃、製作、發表、改編利用、流通等各環節之能耐，形成網路漫畫與小說內容跨媒介產製流通的生態系。(三)、在平台與作品之智慧財產權保護層面，二集團的內容事業子公司組織內設置有智慧財產權保護責任單位，持續於海內外進行平台相關專利與商標之佈局，並投入侵權追蹤技術之開發或發展有效應對侵權者之程序，同時亦積極透過ISP合作夥伴與法律途徑等方式維護平台作品之智慧財產權。
總結而言，NAVER集團與Kakao集團各透過旗下內容產業子公司之主導，以營運網路漫畫與小說平台為起點，結合跨業別合作夥伴之資源，打造出相輔相成的作品IP跨媒介改編利用，並積極維護平台與作品之智慧財產權，透過上述各環節的佈署，建構出以網路漫畫與小說平台為基礎的內容產業生態系。
The development of South Korea’s webtoon and web novel platforms is closely related to two tech giants NAVER Corporation and Kakao Corporation. Through their subsidiaries, NAVER WEBTOON and Kakao Entertainment, the two groups have managed to globalize web comic platforms and grow their content business based on webtoons and web novels.
To understand the business model of NAVER WEBTOON and Kakao Entertainment, as well as their strategies in the content industry, this study adopts a combination of literature review, case study, along with interviews in research. From the perspective of business ecosystems, the study analyzes NAVER and Kakao’s strategies of building content business based on webtoon and web novels.
The results drawn from this study are as follows:
First, the platforms maintain growth momentum through diversified revenue streams such as paid contents, advertisement income, and IP licensing revenue. In addition, to promote web novel and webtoon platforms, the two groups build user base by the "wait-until-free" system, which encourages users to revisit for free episodes. Meanwhile, these platforms not only provide contracted authors with copy payment and advertisement related remuneration, but also provide technical support or empirical advice in the creative process, thereby strengthening the bond between platform and the creator’s community.
Secondly, the two groups established and acquired domestic and international subsidiaries to integrate vertically as well as horizontally with business partners to build content business ecosystem based on webtoon and web novel platforms. These integration ensures the groups’ capacity across all phases of IP creation, including cross-media production and content distribution.
Moreover, specific departments in NAVER WEBTOON and Kakao Entertainment are dedicated to intellectual property protection and management for the works published on their platforms. For instance, NAVER WEBTOON has constantly invested in infringement tracking technologies, while Kakao Entertainment has adopted impactful methods to counter infringers. Both subsidiaries have applied for patents and trademarks domestically and internationally, and have also taken legal actions to safeguard the intellectual property rights associated with platform works.
In summary, NAVER Group and Kakao Group, through their respective content business subsidiaries, have taken the operation of webtoon and web novel platforms as a starting point. By integrating resources from cross-industry partners, the subsidiaries have facilitated IP adaptations across various media formats. Furthermore, they are actively protecting the intellectual property rights of the platforms and works. Through these various efforts, both groups have fostered the content industry ecosystem centered on webtoons and web novels. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
108364203 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108364203 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
|
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| 420301.pdf | | 4030Kb | Adobe PDF | 0 | View/Open |
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