| Summary: | 碩士 === 元智大學 === 資訊管理學系 === 98 === This study is intended to understand the competition status of Taiwan’s animation industry through Porter 5 force analysis and SWOT analysis. This study has interviewed 13 persons respectively from the industry, government and academic fields by adopting the in-depth interview method in order to analyze the current situation and competition status of Taiwan’s animation industry.
The findings of Porter 5 force analysis are elaborated below: 1. The degree of competition among the current manufacturers: It showed a low degree of competition among domestic manufacturers. 2. A threat from new competitors: 1) It showed a lower degree of threat from domestic manufacturers in new competitors; and 2) a higher degree of threat from foreign manufacturers in new competitors. 3. A threat from substitute: 1) It showed a higher degree of substitution if selling by the independent product of animation; and 2) business run by brand management: No threat of substitution. 4. The degree of price negotiation from suppliers: It showed a lower degree of price negotiation from suppliers. 5. The degree of price negotiation from clients: 1) It showed a higher degree of price negotiation from domestic clients; and 2) a medium degree of price negotiation from foreign clients.
The findings of SWOT analysis are elaborated below: 1. Advantage: 1) Technique and experience of animation manufacturing; 2) a higher cultural fusion and compatibility; 3) plentiful animation techniques and creative talents; and 4) Taiwan’s animation products bear creativeness and originality. 2. Disadvantage: 1) Lack of talents for publishing channel and animation marketing; 2) shortage of capital of animation manufacturers; and 3) lack of talents for story teller and screenwriter. 3. Market opportunity: 1) Animation market in mainland China; and 2) joint sale for mature information technology and animation products. 4. Market threat: 1) a low cost of labor market in mainland China and countries of southeast Asia; 2) mainland China has provided favorable terms to animation industry; 3) Taiwan’s animation manufacturers are facing the difficulty of controlling their branches or affiliated companies in China and an ideological control of the government of the PROC; 4) Taiwan government has not instituted a complete policy for the development of the animation; 5) there is a shortage of cultural consciousness in the government and the market; 6) high-price and top grade quality animation products and low-price but top grade quality animation products have been imported from foreign countries; and 7) Hollywood style animation making technique with the characteristics of rapid progress has entered Taiwan’s market.
The current status of competition of Taiwan’s animation industry that can be concluded from Porter 5 force analysis and SWOT analysis is that: 1. from an international perspective, efforts towards brand development and expanding international market are inevitable; 2. aggressively entering the market of mainland China; and 3. leaving your roots of creativeness and IP design in Taiwan.
Based on the result of industry analysis, this study is to set forth SO, ST, WO and WT related strategic suggestions as follows:
1. SO strategy: 1) Entering and occupying the market of mainland China as early as possible; and 2) a joint sale for Taiwan’s information related products combined with animation. 2. ST strategy: 1) Promoting animation industry from industry issues to political issues; 2) making low-cost but vivid-plot animations; and 3) seeking for light novel and animation related talents and infusing them into the animation market. 3. WO strategy: 1) Occupying the market of mainland China by making low-cost but vivid-plot animations; and 2) jointly marketing and selling Taiwan’s information products combined with Taiwan’s animation in the market of mainland China. 4. WT strategy: 1) Establishing a close relationship of cooperation among animation companies; 2) concentrating the resources of Taiwan manufacturers to fully support developing publishing channels in mainland China; and 3) introducing foreign talents of screenwriter and story teller for the purpose of training and teaching.
Key words: Animation industry, Porter 5 force analysis, SWOT analysis, SO strategy, ST strategy, WO strategy, WT strategy
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