Media Mix Marketing of KADOKAWA''s Light Novel-Through qualitative and quantitative analysis-

• Main Authors: Yan-Jie Chen, 陳衍介
• Other Authors: Yao-Fen Tseng
• Format: Others
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9f7rg2

碩士 === 國立臺中科技大學 === 應用日語系日本市場暨商務策略碩士班 === 107 === The thesis takes the light novels published by KADOKAWA Group as object to analyze the characteristic of light novels and the influence of media mix. The current KADOKAWA Group occupies about half of the share of the Light Novels market, and is good at using the media mixed strategy, known as “KADOKAWA Golden Pattern”. In the end of 1990s, known as “Publication Recession”, KADOKAWA was still making the stable profits. What’s more, KADOKAWA Group made the transition from a publishing company into entertainment company successfully. The research took the light novel which has been popular for a long time as object. the “characteristics of sentences” was analyzed through analysis software NVivo12, quantitative research, by sentences of works. Logistic regression, the quantitative research, was also conducted, focusing on the influence in the aspect of genres and the reaction of light novel marketing in the aspect of media mix. According to the analysis of composition of light novels by NVio12, from the aspect of article, popular works were composed mainly of two elements, “game” and “military”. The three elements of background: “game”, “another world”, and” near future (Science Fiction)” were derived. The result of Logistic regression also revealed that there were significant differences in the works that were animated or filmed by media mix. From the aspect of genres, the three elements: game, another world and romantic occupied the large proportion of composition of popular works.