臺灣角色IP授權價值評估指標與品牌設計指南發展

Abstract

IP是全世界知識經濟的鑰匙，在臺灣更是文化創意產業發展與推動的核心。所有與IP相關的商業經濟行為都需要牽涉到價值評估。角色IP目前在臺灣是最容易被消費者接受和喜愛的轉譯來源之一，但卻仍然缺乏合適且可信的授權價值評估體系與相關設計指引，不利於角色產業長期的商業發展與設計競爭力。本研究整理與分析世界各國重要的相關的研究文獻，並透過產業資深專家訪談、模糊徳菲法與層次分析法、持續比較法完成創作背景資料研究後，再透過實際執行相關設計創作進行驗證及反思，為一具探索性的混合研究。創作背景資料研究共分為兩個研究子題，研究A「建構角色IP授權價值評估指標」分析得到具專家共識的3大構面（依權重高至低排序）：設計價值要素、外部影響價值要素、內部影響價值要素；以及8項指標（依權重高至低排序）：情感共鳴、獨創性、受眾連結能力、團隊專業能力、品牌知名度、品牌辨識度、品牌好感度、多樣性。研究B「建立角色IP品牌設計指南內容指引」分析與歸納出11項要點：品牌概要、角色設定、商標規範、標示色票、角色IP應用圖素、設計應用指導與範例、授權案例、行銷輔助資源利用說明、品牌語調、文字編排規則、著作權管理資訊。研究結果顯示：研究子題A、B兩者之間為可以交互對應、具有一致性邏輯的高度關聯性；以上對降低過往臺灣角色產業專業知識落差的問題有所貢獻。設計創作研究階段透過實際執行角色IP品牌的創設、展示與整體反思後歸納出研究結論：（1）角色IP轉譯和設計的基礎在於價值網絡中的溝通與權衡。（2）角色IP為主題的策展，是具體呈現角色IP價值網絡與擴大徵召的良好形式。（3）角色IP的授權價值評估指標與品牌設計指南內容指引，對新創的角色IP設計創作與發展特別具有啟發性和實用效益。Intellectual property (IP) serves as the key to the global knowledge economy, particularly in Taiwan where it is central to the development and promotion of cultural and creative industries. All commercial activities related to IP require value assessment. Character IP is currently one of the most easily accepted and beloved sources of translation by consumers in Taiwan. However, there is still a lack of suitable and credible authorization value assessment systems and related design guidelines, which hinder the long-term commercial development and design competitiveness of the character industry. This study consolidates and analyzes important research literature from around the world. Through interviews with industry experts, fuzzy delphi method, analytic hierarchy process, and ongoing comparative analysis, the study compiles background research data. Subsequently, validation and reflection are conducted through the implementation of relevant design creations, making this study an exploratory mixed-methods research.The background research is divided into two sub-topics. Study A constructs the"Character IP Authorization Value Assessment Index," analyzing and obtaining three major dimensions (in descending order of importance): Design Value Factors, External Influence Value Factors, Internal Influence Value Factors, and eight indicators (in descending order of importance): Emotional Resonance, Originality, Audience Connectivity, Team Professionalism, Brand Awareness, Brand Recognition, Brand Favorability, Diversity. Study B establishes the "Character IP Brand Design Guide Content Guidelines," analyzing and summarizing 11 items: Brand Overview, Character Setting, Trademark Specifications, Color Palette, Character IP Application Graphics, Design Application Guidance and Examples, Licensing Cases, Marketing Support Resource Utilization Instructions, Brand Tone, Text Layout Rules, Copyright Management Information. The research results show a high level of correlation between the two, with mutually linked and consistent logic, contributing to the reduction of the professional knowledge gap in the Taiwanese character industry.In the design creation research phase, conclusions are drawn from the actual implementation of character IP brand creation, exhibition, and overall reflection: (1) The foundation of character IP translation and design lies in communication and trade-offs within the value network. (2) Curating exhibitions themed around character IP is a concrete way to showcase the value network of character IP and expand recruitment. (3) The authorization value assessment index and brand design guide content guidelines for character IP are particularly inspiring and beneficial for the design and development of new character IP.