일본 캐릭터 ‘구마몬’의 성공 전략에 관한 연구

• 영문명: A Study on the Success Strategies of Japanese Character ‘Kumamon’
• 발행기관: 한국무역연구원
• 저자명: 김광희(Kwang-Hee Kim)
• 간행물 정보: 『무역연구』제15권 제3호, 507~522쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

Purpose - The objective of this study is to first examine the birth and growth process of character Kumamon, who has been the most successful character in Japan in recent years known for its character industry, and the PR strategy. The study then figures out the essentials by tracing some of the key factors that has made it popular today. Design/methodology/approach - Behind Kumamon’s popularity as it is now, the extraordinary idea, effort and the existence of meticulous strategies by officials at the prefectural office of Kumamoto, Kyushu should not be overlooked. Therefore, Kumamon’s success story has become more than just a character lover’s interest, and has become a target of marketing strategy research by companies today. Findings - As a result of the analysis, we found six categories: CEO’s leadership and support, copyright-free use system, SNS utilization at the initial stage, exclusion of localism, business card distribution strategy, and delicate movements of the character. Research implications or Originality - Finally, the cases that led to local economic revitalization like Kumamoto’s character Kumamon are very rare in Japan. In addition, it is time to create a K-character who not only contributes to the nation’s industry and economy, but also goes abroad in line with the new Korean wave. This is why we should have multiple analyses and interests in Kumamon.

목차

Ⅰ. 서론

Ⅱ. 구마몬의 탄생 스토리

Ⅲ. 구마몬의 성공 비결

Ⅳ. 결론: 요약 및 시사점

키워드

Character Business Japan Kumamon K-character Success Strategies