Taiwan's picture book industry has been relatively strong in market orientation with imported translated books. Many picture books have developed series based on different characters which have been loved by readers and adapted into various forms of media and products. The character IP licensing market accounts for about 40% of the global licensing industry. South Korea and Japan have also focused on developing local character IP in the past ten years and achieved global success. In recent years, Taiwan's government has also begun to focus on developing local character IP. This study's objective is to explore the current situation and challenges of developing picture book character intellectual property (IP) in Taiwan's picture book industry and character licensing field. The research design was adopted to evaluate the value of character stories in picture books through the evaluation of customer perceived value through questionnaires and in-depth interviews with the readers (including the children, parents, and buyers), artists who have created characters-based series of picture books, and experts in IP licensing agency companies. This evaluation structure was created based on the literature review of the customer value systems including three dimensions in symbolic, affective, and trade-off value. The research findings show, by understanding the values of characters in picture books, different strategic licensing models can be developed by customer perceived value. Meanwhile, the results also depict the Taiwan picture book industry can also expand its market and increase its competitiveness in the global market by adopting different types of licensing models.

Authors:
Chu Yu Hsuan, National Cheng Kung University, Taiwan

About the Presenter(s)
Ms Chu Yu Hsuan is a University Graduate Student at National Cheng Kung University in Taiwan

See this presentation on the full schedule – Saturday Schedule

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