국내 창작 애니메이션의 해외 진출 전략

다국어 초록 (Multilingual Abstract)

Exporting culture and content can boost exports of consumption goods and improve national image. Due to the highly accepted cultural universality compared to other genre and the fact that majority of global animation consumers are children, animation is generally considered as a great culture-boosting business when entering the international market because of its long-term effect. This study was initiated with the purpose of finding out how to strategically penetrate the international market with locally produced animation content. A case analysis of ‘Robocar Poli’, a Korean produced animation which has entered the international market with high commercial success, was conducted. The first success factor of the animation company producing ‘Robocar Poli’ is that it has segmented the market with a new angle and therefore discovered the market needs that the existing animation companies did not pay attention to. Second, it has developed and produced high quality animation with heartwarming and educational stories that can be loved by both children and their parents all over the world. Lastly, it has utilized some valid global market penetration strategies such as partnership with a world class toy manufacturer, simultaneous overseas expansions with animation and consumer products, and good strategic balance between globalization and localization.

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