국내 애니메이션 글로벌 경쟁력 강화 방안: 로보트 태권브이 블루오션 전략을 만나다

This study suggests innovative strategies for ‘Robot Taekwon V’ representing Korean animation characters to strengthen global competitiveness, using the Blue Ocean Strategy Framework. First of all, this study identifies the business model by diagnosing the value configuration system of animation industry, focusing on TKV co., Ltd. managing ‘Robot Taekwon V’. It considers the necessary condition for success of the business model and investigates strategic factors to make animation films competitive in global animation market as well as domestic animation market. Firstly, the study reviews trends sand issues of animation industry. Secondly, based on multi-country survey on selected group of experts and customers in four countries such as Korea, China, U.S., and Japan, the study formulates blue ocean strategy by utilizing strategy canvas and ERRC grids specific for each country’s animation industry. Thereby this study found that some strategy elements are commonly significant across countries while other strategy elements are significant only for some countries. In other words, both “the ability to make story interesting” and “skillful computer graphic for animation” are global factors, which are important for any country. Other subsidiary strategy elements are differentiating factors, of which some combinations are important only for some country. Finally, the study suggests multi-domestic blue ocean strategy focused on main global factors with differentiating factors. In addition, the study suggests implications helpful for managers to formulate blue ocean strategy in global context, by showing a case of applying and implementing blue ocean strategy framework into global strategy formulation.