Research Article
Strategies for Strengthening the Global Competitiveness of Korean Animation
Published: January 2007 · Vol. 36 No. 6 · pp. 1475-1506
Full Text
Abstract
This paper uses the Blue Ocean Strategy framework to present an innovation strategy for securing the future global competitiveness of Robot Taekwon V, Korea's representative animation character, and partially proposes a direction for the domestic animation industry to pursue business operations from a more long-term, global perspective in animation production. First, centering on "Robot Taekwon V," a business model was defined through the value composition system of the general animation business, and the necessary conditions for such a business model to succeed were examined. Furthermore, the Blue Ocean Strategy framework was employed to derive answers regarding what combination of strategic elements is needed to create animations with not only domestic competitiveness but also global competitiveness. To this end, domestic and international animation industry trends and issues were investigated, and surveys were conducted among both general consumers and expert groups across four countries: Korea, Japan, the United States, and China. Through the creation of animation market strategy canvases and country-specific ERRC (Eliminate-Reduce-Raise-Create) grids for overseas markets, the study attempted to derive Blue Ocean strategies for enhancing global competitiveness. In particular, through the international survey across four countries, the study revealed that there are both convergent and divergent elements of animation success factors across nations. Specifically, this study confirmed that global elements such as "storytelling capability" and "excellence in graphic technology" are critically important for achieving global competitiveness in animation, and also specifically identified strategic elements that have differentiated importance by country. Consequently, this paper was able to propose differentiated global Blue Ocean strategies tailored to the characteristics of target countries. Additionally, by presenting a case of applying the Blue Ocean Strategy framework to the formulation of corporate global strategies, this paper provides significant implications for global strategy formulation in similar contexts in the future.
