웹툰 확장 사업과의 시너지 모델 연구

초록

The purpose of this study is to analyze the synergy model between fast growing webtoon business and expanded businesses from webtoon. Webtoon has grown to be an integral part of cartoon business. The successful of webtoon elements have been carried over to other related businesses including movie, drama, game, stationary, food and beverages. The need for the synergistic model study the webtoon and related businesses was recognized to benefit the domestic growth and globalization of the industry. Marvel is chosen as a case study. Marvel Enterprises in the past had businesses in cartoon, toy, and licensing business including motion pictures and other products. Marvel has recognized the relative roles of the businesses and built a synergy model which helped the turnaround of the company in 6 to 7 years from on the verge of the bankruptcy. For the model webtoon can be substituted for cartoon, and other businesses for toy and licensing businesses of Marvel in the past. As the result of the study, one of the case, webtoon illustrated the potential model. One of the successful case, ‘Mi-Sang’, the synergy was found among the webtoon, drama, cartoon graphic novel and other related products. Webtoon servicing portal including Naver and Daum Kakao, webtoon specialty site, Lezhin, and media and entertainment company, CJ E&M were reviewed for suitability of the model. Further, potential application for global expansion model was discussed. This study is meaningful not only in recognizing the new model development in Korea, but also the potential model to support the expansion in global market.

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