韓劇崛起關鍵因素之研究-韓流現象的觀察與學習
Abstract
韓劇已經成為韓國文化產業的代名詞，帶動韓國經濟的火車頭。韓國政府透過整合行銷傳播策略，從東亞地區開始吹起韓流，現在這股趨勢也已經吹向全亞洲、中東、非洲、以及美國、澳洲地區。韓國已經走出1997年的金融風暴幽谷，國家破產之後短短不到十年浴火重生。領導人金泳三、金大中還有盧武鉉先後以「文化立國」為施政基調，全力發展文化產業，不僅利用影視產業賺取外匯，還挽救國家，重拾人民信心，並且利用2002年的世界盃足球賽，2006年第一屆的世界盃經典棒球賽，從文化到體育，扭轉世人對韓國的冷峻刁鑽刻板印象，轉變為深情樂觀進取、充滿民族自信心。
本文從文化產業、娛樂體驗與美學經濟、涵化理論以及整合行銷傳播策略等不同角度，透過文獻分析法分析韓國如何從政府支持開始，電視媒體與企業市場導向運作，編劇、導演、演員如何感動人心創造經濟價值，到人民的大國宏觀思維，探討韓劇崛起的關鍵因素，以及「韓流」，所帶來的影響。深度訪談對象為觀察韓國多年的台灣駐韓代表、南韓觀光公社駐台代表、播出韓劇的電視台推手、以及媒體韓劇記者。從宏觀角度觀察南韓如何維繫「韓流」以及降低「反韓流」所帶來的負面影響，具體實現以「文化立國」的目標。最後整理文獻以及訪談內容，並進行歸納與分析。
分析結果及建議如下：
一、政府應學習韓國以扶植科技業方法扶植戲劇，產銷一體，紮根培育人才。
二、電視台應追加製作費，以拍電影的方法拍戲劇，方能吸引閱聽人。
三、電視台應製作純愛浪漫戲劇，讓主角與真實生活呼應容易引起共鳴。
四、政府應參考南韓從八大電視台學習整合行銷傳播手法，將戲劇推向世界。
Korean TV drama has become synonymous with the Korean cultural industry as well as a major source of momentum for the Korean economy. Through integrated marketing and communication strategies, the Korean government has propelled the so-called Korean Wave from East Asia, Asia, the Middle East, and Africa, all the way to the United States and Australia. Emerging from the 1997 financial meltdown, Korea has been able to regain its economic footing within less than ten years. This report elucidates the key factors behind the rise of the Korean TV drama by exploring the influences brought about by—and exerted upon—the Korean Wave. The phenomenon is approached from various angles with an examination of the cultural industry, the economy of aesthetics, integrated marketing strategies, cultivation theory, and several experiences within entertainment. I’ve interviewed the Taiwanese representative of the Korea National Tourism Organization, individuals from local TV stations that air Korean dramas etc. At the macroscopic level, this report strives to understand how Korea has been able to “let Korean culture conquer the world” by strengthening the Korean Wave while simultaneously mitigating the negative influences of the Anti-Korean Wave. Major findings and suggestions are as follows: 1. The way in which Korea fosters Korean drama is quite similar to that of the management techniques in the hi-tech industry. Namely, production and marketing are well integrated, and talent is nurtured ab initio. The Taiwanese government might as well take a lesson from it. 2. As the production budgets for Korean dramas continue to reach record highs, they readily adopt movie-shooting methods during production. Local drama-makers might as well learn something from this pattern. 3. Korean TV drama has elements of tender passion and romance, both of which echo daily life and are easily identified by the audiences. Screenwriters in Taiwan should take this into consideration with their own craft. 4. Korea has learned from the Gala Television Cooperation how to promote Korean dramas through integrated marketing communication, and our own government should consider doing something similar.
Korean TV drama has become synonymous with the Korean cultural industry as well as a major source of momentum for the Korean economy. Through integrated marketing and communication strategies, the Korean government has propelled the so-called Korean Wave from East Asia, Asia, the Middle East, and Africa, all the way to the United States and Australia. Emerging from the 1997 financial meltdown, Korea has been able to regain its economic footing within less than ten years. This report elucidates the key factors behind the rise of the Korean TV drama by exploring the influences brought about by—and exerted upon—the Korean Wave. The phenomenon is approached from various angles with an examination of the cultural industry, the economy of aesthetics, integrated marketing strategies, cultivation theory, and several experiences within entertainment. I’ve interviewed the Taiwanese representative of the Korea National Tourism Organization, individuals from local TV stations that air Korean dramas etc. At the macroscopic level, this report strives to understand how Korea has been able to “let Korean culture conquer the world” by strengthening the Korean Wave while simultaneously mitigating the negative influences of the Anti-Korean Wave. Major findings and suggestions are as follows: 1. The way in which Korea fosters Korean drama is quite similar to that of the management techniques in the hi-tech industry. Namely, production and marketing are well integrated, and talent is nurtured ab initio. The Taiwanese government might as well take a lesson from it. 2. As the production budgets for Korean dramas continue to reach record highs, they readily adopt movie-shooting methods during production. Local drama-makers might as well learn something from this pattern. 3. Korean TV drama has elements of tender passion and romance, both of which echo daily life and are easily identified by the audiences. Screenwriters in Taiwan should take this into consideration with their own craft. 4. Korea has learned from the Gala Television Cooperation how to promote Korean dramas through integrated marketing communication, and our own government should consider doing something similar.
Description
Keywords
韓流, 文化產業, 體驗娛樂美學經濟, 涵化理論, 整合行銷傳播