The way of develop competitiveness for cultural contents, Analysis status Korean Character contents, Case of Pororo, iconix Co.,
Date Issued
2015
Date
2015
Author(s)
You, Ji-Eun
Abstract
This thesis deal with considering the way of developing competitiveness with special focus on case study of Pororo in Korean character industry. The research was based on framework stated in literature review, and conclusion part was consolidated based on my insight through analysis of case study and comparison. Primarily I concentrated upon the four objectives what I mentioned in chapter.2, and I tried to found the reasons of success in Pororo that I was able to aggregate all suggestions and recommendations for developing and strengthen competitiveness of cultural contents. Korea still remained an IT powerhouse with the highest Internet access rate, thanks to the power of IT, correlated many industries have been taken benefit, and advanced technology allowed rapid growth of cultural contents as well. But only thing is IT not enough to reinforcement. Therefore this thesis peer into one specific case of Pororo, so-called Po-tong-ryung, means that president of children, it was already a strong force to be reckoned with. Its brand value was evaluated than Disney and Japan studio. I examined success story of Pororo, also reviewed whether there has any similar circumstance or influential factor in pursuance in cultural content development. Furthermore its findings are possible to apply thesis subject that facilitate progress toward development of cultural contents.
Subjects
Korean cultural content industry
Character Pororo
ICONIX
Marketing communication
Branding
Market entry
Licensing agreement
internationalization
Type
thesis