An Analysis of Value Net of Culture Goods-Jimmy as an example

• Main Authors: Hsiao-ju Chen, 陳筱茹
• Other Authors: Fu-mei Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/10437718894792489078

碩士 === 南華大學 === 傳播管理學研究所 === 94 === 　　The main purpose of this study is to realize how Taiwan’s culture industries lead peripheral industries, and the process of how value chains combine with the value net of cultural goods. This research extended from the concept of the cultural industry concentric circle and combined it with the value net theory union. Moreover, the research explored the formation of the value net of cultural goods by means of　analysis of features , the licensing, the cooperation and the resources chains of cultural goods. 　 　　Using Jimmy as a case study, and via the method of in-depth interview, the researcher interviewed the agent of Jimmy, companies which produce and sell the commodity with Jimmy’s images, and companies of the strategical alliance from different business fields. The researcher discussed the value net and the interaction in it which had been developed from Jimmy’s images, and drew Jimmy’s value net by analyzing interviews and Jimmy’s characteristics. 　 　　The results revealed that Jimmy’s images is the core of its value net,. and the value chains with authorize manufacturers were made through the peripheral commodity with the licensing images. And the value net was formed through the use or exchange of resources, and the cooperation in the net. 　 　　However, ties in the process in the core and the peripheral chain to produce the questions which affects the values net’s development. And these questions are the peripheral commodity is lack for the integrity plan and the marketing. And after the licensed, the peripheral commodity is unable to achieve the goal of specialized division of labor. And the value net’s communication are ineffective, and causes to be unable to coordinate the media’s propaganda. And the peripheral commodity’s licensed process can’t achieve the goal of double wins. 　 　　Fellow above questions, induce to three reasons which made the difficulties of value net’s expanding. First, Jimmy spa is the major reason of these difficulties, because he is play the integrated role of value net, and which predominate the develop of value net. Second, the meetings of the licensing companies doesn’t works, that cause the resource chains can’t exercise of value net. Third, Jimmy’s images only have one media’s propaganda, that influences the value net’s scope too.