台灣圖像同人商品數位創新商業模式之研究－以收藏型圖像同人NFT卡包專案為例

Abstract

從Web1.0到Web2.0，網際網路及行動裝置改變人們的生活，也改變了漫畫讀者對娛樂內容的閱聽需求，傳統台灣漫畫出版產業受此衝擊而衰微，台灣圖像同人產業則因其小型且迷族群黏著的特性，仍具有相當產值並能培育大量漫畫創作人才。在即將到來的web3.0時代，台灣圖像同人產業是否應積極開發新型態商品、找出創新商業模式，避免重蹈傳統漫畫出版沒落的覆轍？同時，圖像NFT產業是否能與台灣圖像創意人才合作，共同打造具價值的IP？本研究希望能提出台灣圖像同人產業在虛擬商品轉型方面可能遭逢的困難及轉型建議、同時探討與圖像NFT產業結合可能帶來的問題與機會。本研究採用質性研究的個案研究法與文獻分析法作為研究方法，以商業模式畫布法為研究架構、進行深度訪談。為釐清產業發展樣態，特別製作台灣漫畫出版、台灣圖像同人以及收藏型圖像NFT三種不同產業的商業模式畫布圖，進行產業間異同、特色及優缺點的分析與比較。在個案研究部分，選擇台灣第一款圖像同人NFT「FF38復活卡包」進行研究，分析資源、產品、顧客及財務等四大震央構面以及社會文化、政治法規與科技發展等外部環境構面，繪製創新商業模式畫布圖；以發行單位提供之問卷統計數據作為次級資料進行描述分析。期望協助台灣漫畫出版與圖像同人產業釐清過去衰敗的原因、現在面臨的挑戰以及對未來變局的應對方式；提供web3.0產業了解台灣原創漫畫IP發展優勢，促進產業跨域合作，在即將到來的元宇宙浪潮中突破沉痾、掌握先機。

The transition from Web 1.0 to Web 2.0 has profoundly influenced people's lifestyle and altered the demands of comic readers for entertainment content. The traditional Taiwan Comics publishing industry has declined due to this impact, while the Taiwan Graphic Doujin industry has a considerable output value and can cultivate a large number of comic talents due to its small and fan-based characteristics. In the upcoming web3.0 era, should the Taiwan Graphic Doujin industry actively develop new types of products and find innovative business models to avoid repeating the decline of traditional comic publishing? At the same time, can the Graphic NFTs industry cooperate with Taiwan graphic creative talents to create valuable IPs? The purpose of this study is to answer these questions, propose possible difficulties and suggestions for the transformation of virtual products in the Taiwan Graphic Doujin industry, and explore the problems and opportunities that may arise from the integration with the Graphic NFTs industry.This study adopts qualitative research methods of case study and literature analysis as research methods, using business model canvas method as research framework and conducting in-depth interviews. In order to clarify the development pattern of the industry, three different industries of Taiwan Comicss, Taiwan Graphic Doujinand collectible Graphic NFTss are specially made into business model canvas diagrams for analysis and comparison of differences, characteristics and advantages and disadvantages among industries. In terms of case study, Taiwan's first graphic doujin NFT "Respawn FF38 Group" is selected as a case, and it is analyzed from four major aspects: resources, products, customers and finance, as well as external environmental aspects such as social culture, political regulations and technological development. An innovative business model canvas diagram is drawn based on the questionnaire statistics data provided by the issuing unit for descriptive analysis. Based on this, possible difficulties and suggestions for the transformation of virtual products in Taiwan Graphic Doujin industry are proposed to promote cross-domain cooperation and seize opportunities in the upcoming metaverse wave.