管理學院: 企業管理碩士專班指導教授: 黃俊堯柳志恩You, Ji-EunJi-EunYou2017-03-022018-06-292017-03-022018-06-292015http://ntur.lib.ntu.edu.tw//handle/246246/272801This 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.論文使用權限: 不同意授權文創業品牌管理國際化許可證協議韓國卡通 Pororo韓商ICONIXKorean cultural content industryCharacter PororoICONIXMarketing communicationBrandingMarket entryLicensing agreementinternationalizationthesis