| Summary: | 碩士 === 世新大學 === 傳播管理學系 === 106 === With the rise of the intellectual property (IP) economy, the industrial chain or value chain developed through IP has become an important business model for the cultural and creative industries in all countries. Whether the United States and Japan that are based on IP rights, or South Korea and China that foster cultural innovation through policies, all over the world have begun to think about how to use the IPs with a fan base and value-added innovation to develop the industrial value chain through cross-border cooperation, establish new business models, and develop a sustainable industrial chain.
In recent years, Taiwan also has increasingly cultural contents from foreign films, cartoons, and comics, such as One Piece from Japan and Snoopy from the United State that celebrated its 65th anniversary. Cross-border IPs with a fan base have developed rapidly in Taiwan. The acquisition of IP licensing not only creates revenue but also extends enterprise value, which has become a booming business model for cultural and creative industry.
Given the insufficient analysis, research and literature materials regarding the process of IP licensing in cultural and creative industry in the past, this study decided to start with the licensing of exhibitions and extended to the licensing in other areas, such as audio/video, concerts, or directly from artists. Through the interviews with the business operators that had actual IP licensing experience in Taiwan’s cultural and creative industry, this study summarized and analyzed all of the factors that the industry would consider in different stages of the production chain from IP text selection, licensing negotiation, to marketing expansion.
From the research results, this study found that the industry’s IP text selection was mainly based on the comprehensive considerations and assessments of IP market potential, enterprise’s internal resources, and enterprise’s external image, arriving at the most profitable combination based on the managers’ experience. The IP licensing process was also different according to different conditions and market transactions, which could be classified into five types: rights-owned, rights-brokered, cooperatively-operated, enterprise-operated, and group-operated. Finally, the industry maximized the benefits of IP through localized content design, advertising and promotion, overseas expansion, and integration of sales and expansion.
In the IP licensing market, different market have their own trading characteristics. The European and American markets are relatively open; they obtain benefits from the great amount of licensing in the whole world, emphasize the planning and implementation of contracts, and tend to act freely. The Japanese market is relatively conservative; it adopts a joint investment method to establish a long-term profit-sharing mechanism, emphasizes the planning and implementation of contracts, and needs a longer communication and planning duration. As for the Chinese market, it has a relatively higher uncertainty and emphasizes the rule of man over the rule of law, which means it is very important to find reliable partners.
The IP economy is the new market trend. Although Taiwan has not yet developed a super IP to generate revenue, it can still bring new vitality into the cultural and creative industry through the acquisition of IP licensing.
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