自政府宣示數位內容時代來臨,期許能進入文化創意產業之國,將Created in Taiwan產品拓展至世界各地。但是,台灣動畫電影產業向來一直為歐美國家代工,並沒有塑造屬於自己的動畫電影品牌,現今仍然在代工與品牌間掙扎,而相對地韓國及中國亦在政府支持下努力發展。如何因應其國際競爭,對國內的動畫產業的策略規劃實為當務之急。本研究的目的,在於用策略管理角度來分析台灣動畫電影產業的現況。用Porter的鑽石體系,來探討台灣動畫電影產業所面臨的困境,最後用藍海策略的價值創新,尋找台灣的藍海策略,為執政當局與動畫相關業者提供建議與參考。採用的研究方法是大量的文獻回顧,希冀可以分析出未來台灣動畫電影產業的國際競爭力。
In the long time, Taiwan animation film industry plays a good OEM role for European and American countries and hasn't completely making its own cultural Chinese animation film. Since Taiwan government realizes the importance of digital content, it hopes to enter into the country of the cultural creativity industry and sell Taiwanese products to the whole world. However, Taiwan animation film industry is encountering the mainstream Hollywood animation film, the rising South Korean and mainland China who are strongly supported by their government. Under this country- based competition situation, Taiwan animation film industry has to rethink its international competitive advantage and come out its own competitive strategy.This thesis applies the strategy management to analyze its present situation using Diamond System (Michael E. Porter) and Blue Ocean Strategy (W. Chan Kim & Renee Mauborgne) to discuss the difficult issues which the Taiwan animation film industry faces, then provides the suggestion and the reference for the authority and the animation correlation entrepreneur. This thesis uses the massive literature review to analyze the international competitive advantage of the future Taiwan animation film industry.