중국의 인터넷 문학그룹(웨원)의 성장 요인과 플랫폼의 발전: 코로나19 팬데믹 이후 성장 요인의 지속성

Abstract

Chinese internet literature has grown like any other internet entertainment. The volume of readers of internet literature has increased and the profits of internet literature companies have increased. Qualitatively, the development of internet literary platforms has been remarkable and diversifying the entry of content into intellectual property rights (IP). This trend continues even after Covid-19. This study aims to explore the growth factors of Chinese internet literature. To this end, the Yue Wen Group, which controls more than 70 percent of the Chinese internet literature market, is a case. The research method is to analyze the pre-establishment stage, establishment process and growth process through the internet data or literature on the Yue Wen Group to find growth factors. Yue Wen Group's growth process was largely divided into four stages: the pre-establishment phase of Yue Wen Group (2002–February 2015), the launch period (March 2015–November 2017), the listing and growth period of Yue Wen Group (November 2017–January 2020), and Covid-19 and the transition to direct management of Tencent Group. The growth factors of internet literature obtained from the Yue Wen case study are as follows. First, Tencent, China's largest platform group, is entering the market. With the entry of China's largest platform company, the merger of existing internet literature sites has allowed it to take advantage of the existing ecosystem of Tencent. Second, it acquired Shengda Literature, which started internet literature in China, and also enhanced the quantitative and qualitative competitiveness of contents. Third, based on high-level platform functions, the platform is well organized to suit customers' tastes. Fourth, it is a strategic partnership with Tencent affiliates. Fifth, it was successful in using intellectual property rights with one-source multi-use.