數位漫畫平臺經營模式初探－以甲公司為例

Abstract

臺灣原創漫畫產值逐年萎縮，但在二創同人誌及數位漫畫平臺上卻相當活躍，顯示政府統計數據與市場實際狀況有所出入，並發現市場上主流數位漫畫平臺均為外資公司，國內所投入漫畫平臺大多關站收場或市佔規模低不足形成氣候。為探究數位漫畫平臺經營模式，本研究先以文獻分析彙整漫畫出版進入數位所面臨轉型困境，發現數位化使內容產製及傳播過程進行了高度垂直整合，並在平臺經濟模式驅使下，數位出版顛覆了傳統出版產製模式及所需的資金規模，而漫畫又屬娛樂內容，在數位市場上競爭產品為影視、遊戲等數位娛樂內容，並非其它出版物，因此必須以數位內容思維來經營數位漫畫。結合上述分析結果，共訪談三家臺灣市場主流數位漫畫平臺，以甲公司為研究個案，並輔以乙公司及丙公司意見觀點。研究發現數位漫畫平臺需不斷開發大量內容，並藉由數位廣告投放及活潑有趣的平臺營運模式來達到市場佔有率，往後才得以開啟廣告、一源多用或內容收費等獲利模式，同時藉由海外市場佈局來增加產品收益。由於數位漫畫平臺投資金額高，資金回收速度慢且具不定性，故國際知名數位漫畫平臺多為大型資訊網路或數位娛樂企業，它們投資數位漫畫著眼在內容後續發展，所帶來龐大的經濟效益。本研究認為臺灣漫畫產業仍需時間培養，數位平臺同等於文化內容話語權，需要大型資本集團與政府長期政策及投資，並妥善運用市場現有能量（如同人二創），以建構出穩定及競爭的創作環境，吸引更多創作人才投入原創漫畫，使產業步入正向循環。

In Taiwan, revenues for original comics have dwindled over the years. In comparison, derivative works, Doujinshi, and digital comic platforms are quite active. It indicates a discrepancy between government statistics and market activities. Mainstream digital comic platforms in the market are all invested by foreign capital, while domestically invested comic platforms have either closed, or accounted for small market shares.\n\nTo explore digital comic platform business models, the paper starts with literature analysis to compile digital transformation challenges for comic publishing. It shows that digitization has driven vertical integration in the content production and communication process. Powered by platform economy, digital publishing disrupts the capital and scale required for traditional publishing models. As a form of entertainment content, comics competes with audiovisual, gaming and other entertainment in the digital market, not other publications. Therefore, digital comics should be operated as a digital content business.\n\nBased on the analysis, the paper interviews three mainstream digital comic platforms in Taiwan. Company A is chosen as the research subject, supported by opinions and perspectives from Company B and Company C. Results show that digital comic platforms need to develop a large amount of content continuously, and secure market shares with digital ads placements and appealing operations. Advertisement, one-source multi-use, paid content, and other profit models come later. Platforms also increase revenues with overseas expansions.\n\nAs digital comic platforms are higher in investment and uncertainty, but lower in capital return, international digital comic platforms are mostly operated by major information technology or digital entertainment corporations. They invest in digital comics largely for significant derivative economic benefits from content. The paper concludes that comic industry in Taiwan requires more time to develop. Digital platforms offer privilege to speak for cultural content. However, they need large capital investments and long-term government policies to construct stable and competitive environments, and utilize current market productivity, like Doujinshi, so more creators will produce original comics, and generate positive cycles for the industry.