三麗鷗全球化策略下的台灣市場角色

Abstract

授權市場的規模逐年增長，在此環境之下，授權業務的發展受到注目，其中角色授權更是相當於拓展全球化的手段之一，在全世界創造出龐大的經濟效益。\r\n 本研究的主題為角色授權業務之先驅——三麗鷗，本研究認為三麗鷗積極推動授權業務乃是全球化策略之一，又因拓展至亞洲市場時，以台灣為首要設立據點，故本研究運用文獻分析與訪談法，探討在三麗鷗全球化策略下，台灣市場所扮演的角色。\r\n 研究發現三麗鷗採取的全球化策略之變遷過程中，從最初的國際策略轉型至全球在地化策略。而台灣市場在之中扮演為：進入模式的試金石、授權方式的嘗試、國際策略轉變到全球在地化策略的重要時期之三種角色。

The market of licensing business is growing year by year and its development has attracted much attention, especially the character licensing. It is one of the strategies for the business to going globalized, and also to create huge economic benefits in the world. \r\n As aforementioned, this study will take Sanrio — the well-known organization of licensing business as the main topic. The licensing business is a part of Sanrio’s globalization scheme, since Taiwan is the first and the most important bases in Asia, this study will analyze on the role of Taiwan by using the documentary analysis and interview.\r\n According to the research, Sanrio’s globalization process has been transformed from International Strategy to Global localization Strategy. In order to achieve this goal, Taiwan’s role has been divided into three stages, which are the touchstone for entering the modes, trying out different methods to implement the licensing business and change from International Strategy to Global localization Strategy.