중국 문화산업 정책 분석과 우리 디지털콘텐츠 기업의 진출 전략 도출

Abstract

This study explores the market situation and government policies of Chinese cultural industry in order to provide entry suggestions for promoting globalization of Korean digital contents industry. It analyzes how the Chinese market condition has been changed by the policies, and what kinds of entry strategies are appropriate for Korean digital contents firms under the situation that wholly-owned foreign companies are forbidden to provide digital contents-related service in China. On the one hand, Chinese government has protected and fostered cultural industry and domestic market for more than 10 years. Cultural industry is developed as a national strategy for promoting economy growth. On the other hand, as the base of Chinese cultural industry is still weak, Chinese government is devoting to developing more open-oriented and more innovation-oriented ways to boost the growth of cultural industry. Various policies are launched in enhancing independent innovation capacity with own intellectual property rights and brands, helping domestic cultural product providers explore overseas markets to enhance global influence of Chinese culture, and also in promoting cultural services enterprises by using digital technology to provide production, dissemination, marketing, and other services. Several entry suggestions of Korean digital contents firms are made. They are mainly focused on two areas, the first is platform-based online channels. The second is the producer service area. The new generation of network platform business model shows revolutionary innovation power in today’s business. Comparing with traditional supply chain, digital contents products operated by platform are more efficient in approval and with higher profit. Korean firms need to develop more localized and popular contents to face the fast changing netizen’s taste. In addition, Korean firms need to learn how to develop their intellectual property (IP) for “one source multi use”. As for the producer service area, there are three kinds of services with high development potential and successful probability. The first is globalization service for Chinese cultural products. The second is talent cultivation and professional education service for human resource of Chinese cultural industry. The third is small and medium-sized enterprise incubation services, especially focusing on how to help them to build brands, digitalization of traditional promotion methods as well as the creative HR management.