[논문]웹툰플랫폼 성공요인에서 도출한 플랫폼 정부 활성화 방안

서형준

doi:10.14400/jdc.2021.19.10.001

웹툰플랫폼 성공요인에서 도출한 플랫폼 정부 활성화 방안
Government as a Platform Revitalization Strategy Derived from Webtoon Platform Success Factors 원문보기

디지털융복합연구 = Journal of digital convergence, v.19 no.10, 2021년, pp.1 - 13

초록
AI-Helper

본 연구는 플랫폼 정부를 차세대 정부 모델로 상정하고, 국내의 대표적인 플랫폼 비즈니스 성공 모델인 웹툰플랫폼의 성공요인으로부터 플랫폼 정부의 활성화 방안을 도출하고자 하였다. 특히 네이버웹툰의 사례를 중심으로 플랫폼 전략의 핵심요소에 따라 성공요인을 도출하였다. 첫째, 플랫폼 인프라 측면에서 기존의 강력한 포털사이트의 플랫폼 기반에 구축되어 이용자를 모으기 용이하고, 로그인 없이 웹툰을 이용하는 등 플랫폼의 접근성을 제고 하였다. 둘째, 이해관계자 참여 측면에서 웹툰 무료제공으로 이용자를 모았고, PPS라는 수익모델을 통해 웹툰 창작자에 대한 인센티브를 제공하고, 다른 이해관계자와 연결시키는 등 매개자 역할을 수행하였다. 셋째, 산출물 생산 측면에서 웹툰 하단에 피드백을 실시간으로 제공하여 이용자들이 웹툰제작에 영향을 끼칠수 있도록 하였다. 그리고 인큐베이팅 시스템을 통해 이용자도 언제든 직접 웹툰을 제작할 수 있도록 하였다. 또한 PPS를 통해 2차 산출물 생산을 지원하여, 웹툰에 한정되지 않는 다양한 콘텐츠 생산을 가능케 하였다. 네이버웹툰 사례를 통해 도출된 성공요인에 라 국내 플랫폼 정부의 활성화 방안을 제시하였다.

Abstract ▼ AI-Helper

This study postulates that Government as a Platform(GaaP) could be a next generation government model, drawing activation strategy from success factors of webtoon platform by NAVER. It suggests success factors of Naver webtoon case based on three main components of platform strategy. First, in the aspect of platform infrastructure, Naver webtoon was established based on powerful portal site by parent company Naver and improved platform accessibility through using webtoon without login. Second, in the aspect of stakeholder engagement, Naver webtoon has offed webtoon at no cost and it has taken an intermediary role for supporting the stakeholders with PPS. Third, in the aspect of outputs production, Naver webtoon offered real time feedback from webtoon users that could affect webtoon production and established incubating system that allow users to create their webtoon. And due to PPS, it makes possible to various create second outputs based on webtoon, which can contribute to activating webtoon ecosystem.

주제어

표/그림 (9)

그림 Fig. 1. Players in a platform ecosystem Sources: van Alstyne et al.(2016) [11]
그림 Fig. 2. Challenge.gov Source: https://www.challenge.gov/
그림 Fig. 3. Fixmystreet Source: https://www.fixmystreet.com/
그림 Fig. 4. Main platform service for using digital cartoons Source: KOCCA(2020)[21]
그림 Fig. 5. Research model
표 Table 1. The number of overseas webtoon works by platform in 2019
표 Table 2. Comparison of PPS and Page view
그림 Fig. 6. Webtoon ecosystem based on Portal Source: Park.(2014)[20]
표 Table 3. GaaP strategy based on Naver webtoon platform case

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