$\require{mediawiki-texvc}$

연합인증

연합인증 가입 기관의 연구자들은 소속기관의 인증정보(ID와 암호)를 이용해 다른 대학, 연구기관, 서비스 공급자의 다양한 온라인 자원과 연구 데이터를 이용할 수 있습니다.

이는 여행자가 자국에서 발행 받은 여권으로 세계 각국을 자유롭게 여행할 수 있는 것과 같습니다.

연합인증으로 이용이 가능한 서비스는 NTIS, DataON, Edison, Kafe, Webinar 등이 있습니다.

한번의 인증절차만으로 연합인증 가입 서비스에 추가 로그인 없이 이용이 가능합니다.

다만, 연합인증을 위해서는 최초 1회만 인증 절차가 필요합니다. (회원이 아닐 경우 회원 가입이 필요합니다.)

연합인증 절차는 다음과 같습니다.

최초이용시에는
ScienceON에 로그인 → 연합인증 서비스 접속 → 로그인 (본인 확인 또는 회원가입) → 서비스 이용

그 이후에는
ScienceON 로그인 → 연합인증 서비스 접속 → 서비스 이용

연합인증을 활용하시면 KISTI가 제공하는 다양한 서비스를 편리하게 이용하실 수 있습니다.

문화 콘텐츠 기업의 롱-테일 시장에서의 강점에 대한 연구: 카카오-페이지의 사례를 중심으로
A Study on the Strengths of Cultural Content Company in the Long-Tail Market: Case of Kakao-Page 원문보기

융합정보논문지 = Journal of Convergence for Information Technology, v.10 no.11, 2020년, pp.117 - 130  

서정우 (인천대학교 경영학부) ,  박현준 (인천대학교 경영학부)

초록
AI-Helper 아이콘AI-Helper

본 연구는 웹툰 및 웹소설 기업인 카카오 페이지의 사례를 관찰하여, 문화 콘텐츠 산업 시장에서 롱-테일 전략과 기업의 역량과의 관계에 대해서 밝히고 있다. 본 연구는 카카오 페이지의 다양한 확장 전략에 대해 조사하였으며, VRIO 분석 방식을 통해 전략의 강점을 조사하였다. 카카오 페이지의 가장 큰 강점은 66,000개에 이르는 제품의 양이며, 롱-테일로서의 메리트를 얻게 할 뿐만 아니라, 수직적 통합과 다양한 확장 전략의 핵심이 된다. 이 연구는 시장에 접근하려는 플랫폼 콘텐츠 기업에게 다양한 제품을 확보할 역량이 필수적임을 지적함과 동시에, 콘텐츠 플랫폼 및 롱-테일에 관련한 후속 연구의 필요성을 촉구한다.

Abstract ▼ AI-Helper 아이콘AI-Helper

This study observes the case of Kakao-Page, a webtoon and web novel company, revealing the relationship between long-tail strategy and corporate competence in the cultural content industry market. This study investigated the various expansion strategies of Kakao-Page and investigated the strength of...

주제어

#롱-테일   #VRIO 분석   #자원기반관점   #콘텐츠 플랫폼   #웹툰  

표/그림 (8)

AI 본문요약
AI-Helper 아이콘 AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

  • As of 2020, the webtoon market is called the era of IP. The report describes current webtoon market as a market divided between Kakao-Page and Naver-Webtoon[23].

가설 설정

  • 3. Inimitability: Is it a strategy that cannot be quickly executed by market competitors due to the need for prerequisites such as large-scale investment or managerial capacity?
  • 3. Resources are very challenging to imitate and have characteristics of inelastic supply, so we assume incomplete mobility of resources.
  • 4. Because resources are heterogeneous, competitive advantage arises by securing and utilizing resources.
  • 4. Organization: Does this strategy work as a critical component of the company's expansion strategy and bring long-term benefits?
본문요약 정보가 도움이 되었나요?

참고문헌 (57)

  1. Y. K. Cho. (2010). An Influence of culture contents supportive policy for the development of animation industry : focusing on osmu of animation contents. Doctoral dissertation. Hoseo University, Seoul. 

  2. J. H. Kim. (2012). Characteristics and achievements of korean governments cultural content industry policy : analysis of the budget on cultural content between 1974 and 2011. Doctoral dissertation. Seoul University, Seoul. 

  3. K. H. Baek. & K. N. Kim. & M. J. Cha. & S. G. Eun. (2020). Analysis of trends in the content industry in the second half of 2019, Naju : Korea Creative Contents Agency. 

  4. C. W. Han. (2015). A Study on Industrial Development and Globalization Strategy for Webtoon Platform. The Korean Journal of animation, 11(3), 137-150. 

  5. Y. J. Kim. et al. (2020). cartoon industry white paper 2019, Naju : Korea Creative Contents Agency. 

  6. W. Kim. (2012). Smart Platform and Broadcasting Contents. It's Smart Media, 2(4), 26-34. 

  7. H. T. Kim. & C. Y. Lee. & T. H. Lee. (2015). The Start-up of Cultural Content based on platforms. Journal of Multi-Cultural Contents Studies, 19, 25-44. DOI : 10.15400/mccs.2015.08.19.25 

    crossref

  8. J. Y. Kim. et al. (2007). A study on the ecology and value chain change of content industry by digital convergence. Sejong : Ministry of Culture, Sports and Tourism. 

  9. S. C. Kim. & H. J. Lee. (2019). Platformization of the Webtoon Industry in Korea. Culture & Society, 27(3), 95-142. DOI : 10.17328/kjcs.2019.27.3.003 

    상세보기 crossref

  10. K. C. Shin. (2013). The Structure of Ten Million-Movie through Killer Content-Analysis Instruments. Humanities Contents, (29), 29-47. 

  11. J. H. Kim. & Y. S. Park. (2016) Estimates the Economic Value of Killer Content Using The CVM - Focused on Suwon Hwaseong Fortress Muye24ki -. Journal of Tourism and Leisure Research, 28(10), 209-227. 

  12. C. W. Lee. (2008). A Study on Multipurpose Apply of Cultural Contents Focused on One Source Multi Use. Journal of the Korean Society Design Culture, 14(3), 372-381. 

  13. S. M. Shim. (2007). The Study on the Trend of Cultural Content Industry. Humanities Contents, (9), 187-204. 

  14. C. Anderson. (2006). The long tail: why the future of business is selling less of more. (Lee, H. J. & Innomove Group Trans.). Seoul: RH Korea (Original work published 2006) 

  15. S. H. Park. (2010. Feb). A New Paradigm of Longtail Marketing Leadership (2) - From Pareto to Longtail! Long-tail?. Marketing, 44, 12-15. 

  16. Y. J. Kim. et al. (2020). cartoon industry white paper 2019, Naju : Korea Creative Contents Agency. 

  17. C. W. Han. (2016). The Theory about Functional Evolution of the Business Model in the Webtoon Platform and the Strategy to Spin Off. Cartoon and Animation Studies, 45, 127-146. 

    원문보기 상세보기 crossref

  18. H. K. Han. (2015). A Study on Webtoons OSMU Strategy for Enhanced Profitability : Focused on the Case of Welcome to convenience Store. The Korean Journal of animation, 11(3), 151-171. 

  19. Y. J. Kim. (2015). Webtoon Producer"s Business Model. The Korean Journal of animation, 11(3), 7-26. 

  20. Y. H. Ryu. & S. J. Lee. (2016). The Study Of Development Plan Based On The Analysis of the Import & Export Market In Korean Webtoon. Cartoon and Animation Studies, 105-123. DOI : 10.7230/KOSCAS.2016.42.105 

    원문보기 상세보기 crossref

  21. K. C. H. Kim. (2018). Study of Synergy Model on Expanded Businesses from Webtoon, The Korean Journal of animation, 11(3), 27-43. 

  22. J. H. Lee. & S. J. Lim. (2018). Strategies of Korean Webtoon Platforms. Korean association of arts management, 47, 31-63. 

    상세보기 crossref

  23. Y. J. Kim. et al. (2020). cartoon industry white paper 2019, Naju : Korea Creative Contents Agency. 

  24. T. Y. Kim. & S. H. Hwang. & S. M. Kim. & J. H. Shin. (2019). 2019 webtoon business survey. Naju : Korea Creative Contents Agency. 

  25. Y. J. Kim. et al. (2020). cartoon industry white paper 2019, Naju : Korea Creative Contents Agency. 

  26. Y. J. Lee. & H. J. So. & K. Y. Kwahk. & H. C. Ahn. (2020). A Study of Webtoon comments using Text mining : Focusing on Naver's Best Challenge Webtoon. Proceedings of the Korean Society of Computer Information Conference, 28(2), 219-222. 

  27. O. Y. Kwon. (2019) Naver webtoon "Achieve 600 billion won in global transactions this year". Joong ang ilbo. (Online). https://news.joins.com/article/23585177 

  28. T. H. Kim. (2020). Kakao-page, daily transaction amount exceeded 2 billion won.. "Japan-northeast Asia to north America". Wowtale. (Online). https://wowtale.net/2020/05/06/kakao-page-surpassed-2b-daily-gmv/ 

  29. Saramin. (2019). Kakao-page financial information co., ltd. Saramin. (Online). http://www.saramin.co.kr/zf_user/company-info/view-inner-finance?csn2208802594 

  30. Y. J. Kim. et al. (2020). cartoon industry white paper 2019, Naju : Korea Creative Contents Agency. 

  31. M. J. Ko. (2019). Platform Growth and Possibility of Korean Web Novels. The Korea Digital Publishing Society, 13, 31-40. 

  32. Y. J. Kim. et al. (2020). cartoon industry white paper 2019, Naju : Korea Creative Contents Agency. 

  33. M. J. Kim. (2019). Kakao-Page, daily transaction amount exceeded 1 billion won. Platum. (Online). https://platum.kr/archives/128145 

  34. Y. S. Song. (2007). A study on contents derivation structure in visual industry : focused on osmu, Doctoral dissertation. Hanyang University, Seoul. 

  35. M. K. Hwang. (2019). The U.S. and Japanese market craze for Korean webtoon 'I level up alone'. Chosun Media. (Online). http://news.chosun.com/site/data/html_dir/2019/12/26/2019122602114.html 

  36. Y. N. Jung. (2018). 'What's wrong with secretary Kim?' breaking its own highest tv ratings...10.5% record. Chosun Media. (Online). https://news.chosun.com/site/data/html_dir/2018/07/06/2018070600535.html 

  37. H. A. Kim. (2020). Kakao-page's Iitaewon class' 10 million webtoons have been made. Edaily. (Online). https://www.edaily.co.kr/news/read?newsId02030326625671832&mediaCodeNo257 

  38. S. M. Lee. (2020). "Director Yang resources like diamond..."the value of 'Steel rain' universe to and from webtoon x movie. Chosun Media. (Online). https://news.chosun.com/site/data/html_dir/2020/07/21/2020072102880.html 

  39. S. J. Lee & J. B. Park. (2014). A Study on Korean Cartoon-Based OSMUs Initial Models : Around Cheonl-Soo, Gangs Balbaris Memories. The Korean Journal of animation, 10(3), 131-148. 

  40. D. Y. Nam. (2019). "From webtoons to movies." vertical sequencing..rediscovery of 'content kingdom' Kakao. News1. (Online). https://www.news1.kr/articles/?3722861 

  41. Y. J. Kim et al. (2020). cartoon industry white paper 2019, Naju : Korea Creative Contents Agency. 

  42. N. G. Lee, J. I. Pi, J. H. Park, K. S. Bok & J. S. Yoo. (2011) Design and Implementation of a Contents Recommendation System in Mobile Environments. Journal of the Korean Contents Association, 11(12), 40-51. 

  43. H. J. Park. (2019). Mycelebs provides search for 'AI keytalk' on Kakao Page. Artificial Intelligence Times. (Online). http://www.aitimes.kr/news/articleView.html?idxno14070 

  44. I. H. Byun. (2020). Mycelebs has searched 32 million times in just five months since its introduction of 'AI Keytalk' on Kakao Page. Financial Today. (Online). https://www.ftoday.co.kr/news/articleView.html?idxno114901 

  45. C. S. Yu. (2018). Artificial intelligence also selects webtoons., from Kakao to Lezhin Comics. Electronic Times. (Online). https://m.etnews.com/20180724000209?objTzo4OiJzdGRDbGFzcyI6Mjp7czo3OiJyZWZlcmVyIjtOO3M6NzoiZm9yd2FyZCI7czoxMzoid2ViIHRvIG1vYmlsZSI7fQ%3D%3D 

  46. H. J. Kim. & S. J. LEE. (2016). A Study of the competitive advantage factor of New media firm : VRIO analysis of Netflix. Proceedings of Symposium of the Korean Institute of communications and Information Sciences, 214-216. 

  47. Y. J. Kim. et al. (2020). cartoon industry white paper 2019, Naju : Korea Creative Contents Agency. 

  48. J. H. Lee. & S. J. Lim. (2018). Strategies of Korean Webtoon Platforms. Korean association of arts management, 47, 31-63. 

    상세보기 crossref

  49. J. S. Yoon. & M. S. Kim. & Y. J. Kim (2012) Research Issues on Online Content SCM: Focused on Portal SCM. Journal of the Korea Society of Computer and Information, 17(5), 169-176. 

  50. J. Y. Song. & H. S. Sung. (2015). A Study on Relation between Strategic Attributes of Technological Resources and Competitive Advantage : Empirical Analysis of VRIO Framework by Using Technology Evaluation Results of Technology Based SMEs. Journal of Korea Technology Innovation Society, 18(3), 416-443. 

  51. J. Y. Song. (2016) A study on vrio framework application to strategic technology evaluation. Doctoral dissertation. Pusan University, Busan. 

  52. J. B. Barney. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99-120. DOI: 10.1177/014920639101700108 

    상세보기 crossref

  53. J. B. Barney. (2002). Gaining and sustaining competitive advantage, NJ: Prentice-Hall 

  54. J. Y. Song. & H. S. Sung. (2015). A Study on Relation between Strategic Attributes of Technological Resources and Competitive Advantage : Empirical Analysis of VRIO Framework by Using Technology Evaluation Results of Technology Based SMEs. Journal of Korea Technology Innovation Society, 18(3), 416-443. 

  55. S. W. Chae. (2020). 10 trillion won market goal!, Korean government raises five 'Korean Netflix'. Herald. (Online). http://news.heraldcorp.com/view.php?ud20200622000776 

  56. H. A. Kim. (2016). Kakao subsidiary 'Podotree', attracting 125 billion won in foreign investment. 500 billion won in corporate value. Edaily. (Online). www.edaily.co.kr/news/read?newsId01666246612875568&mediaCodeNo257 

  57. B. B. Kim. (2019). Kakao-Page, Kakao fund transfusion to secure live ammunition...global attack 'set up'. CEO score daily. (Online). www.ceoscoredaily.com/news/article.html?no58177 

저자의 다른 논문 :

관련 콘텐츠

오픈액세스(OA) 유형

FREE

Free Access. 출판사/학술단체 등이 허락한 무료 공개 사이트를 통해 자유로운 이용이 가능한 논문

이 논문과 함께 이용한 콘텐츠

저작권 관리 안내
섹션별 컨텐츠 바로가기

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

AI-Helper 아이콘
AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

맨위로