韩国网络漫画海外出版传播策略研究

摘要/Abstract

摘要： 简要回顾和梳理韩国网络漫画的发展历程及其现状。分析与总结韩国网络漫画的海外出版传播策略，包括拓展版权运营主体、构建海内外平台价值链、提供多元化平台服务策略、动员读者参与翻译和多元化开发版权内容。后从激发平台活力和提升内容产出能力、加强平台合作以拓展海外传播渠道、增强 IP 全维度开发路径、注重海外受众接受度和培养专业型翻译人才五个方面为中国网络漫画的海外出版传播提出建议。

Abstract: This paper briefly reviews and comprehends the development history and current situation of Korean webcomics. Then, it analyzes and summarizes the overseas publishing and dissemination strategies of the Korean webcomic, including expanding the copyright operating entities, constructing the value chain of domestic and overseas platforms, providing diversified platform service strategies, mobilizing readers to participate in translation, and diversifying the development of copyrighted contents. Afterwards, this paper puts forward suggestions for the overseas publishing and dissemination of Chinese webcomic from the aspects of stimulating the vitality of platforms and improving the content output capacity, strengthening platform cooperation to expand overseas dissemination channels, enhancing the path of IP development in all dimensions, focusing on the acceptance of overseas audiences and cultivating professional translation talents.

中图分类号:

G239

王若扬. 韩国网络漫画海外出版传播策略研究[J]. 出版科学, 2024, 32(04): 64-.

Wang Ruoyang. Study on Overseas Publication and Dissemination Strategies of Korean Webcomics [J]. Publishing Journal, 2024, 32(04): 64-.

参考文献

[1][6] 韩国文化产业振兴院 .2021 콘텐츠 산업백서（2021 年内容产业白皮书）[EB/OL].[2023-11-24].https ：
//www.kocca.kr/kocca/bbs/view/B0000146/2001283.do?searchCnd=1&searchWrd=&cateTp1=&ca
teTp2=&useYn=&menuNo=204154&categorys=0&subcate=0&cateCode=&type=&instNo=0&questi
onTp=&ufSetting=&recovery=&option1=&option2=&year=&morePage=&qtp=&domainId=&sortCod

e=&pageIndex=1#

[2][7] 韩国文化产业振兴院 .2022 콘텐츠산업백서 연차보고서（2022 年内容产业白皮书年度报告）[EB/OL].
[2024-01-10].https ：//www.kocca.kr/kocca/bbs/view/B0000146/2004051.do?searchCnd=&searchW
rd=&cateTp1=&cateTp2=&useYn=&menuNo=204154&categorys=0&subcate=0&cateCode=&type=
&instNo=0&questionTp=&ufSetting=&recovery=&option1=&option2=&year=&morePage=&qtp=&do
mainId=&sortCode=&pageIndex=1
[3] Jin D Y. Digital convergence of Korea’ s Webtoons ： transmedia storytelling[J]. Communication
Research and Practice，2015，1（3）：193-209
[4] Jin， E. S. Smartphones set off WebToon boom[EB/OL]. [2023-10-23]. http ：//koreajoongangdaily.
joins.com/news/article/article.aspx?aid=2990396
[5] 王忠会 . 网络建设加速：韩国智能手机普及率首居全球第一 [EB/OL]. [2024-01-11]. https ：//www.
chinanews. com/gj/2013/06-25/4964858. shtml
[8] Sensor Tower. 2022 年书籍与漫画应用市场洞察 [EB/OL].[2023-11-01].https ：//sensortower-china.com/
zh-CN/blog/state-of-book-and-comic-apps-2022-report-CN
[9] 韩国文化产业振兴院 . 2023 만화산업백서 _ 영중문 요약본（2023 年漫画产业白皮书英中文摘要）[EB/OL].
[2023-05-24].https ：//www.kocca.kr/kocca/bbs/view/B0000146/2004757.do?searchCnd=
1&searchWrd=2023+ 만화산업백서 _ 영중문 + 요약본 &cateTp1=&cateTp2=&useYn=&menuNo=204154&
categorys=0&subcate=0&cateCode=&type=&instNo=0&questionTp=&ufSetting=&recovery=&optio
n1=&option2=&year=&morePage=&qtp=&domainId=&sortCode=&pageIndex=1
[10][17] Sensor Tower. 2023 年漫画应用市场洞察 [EB/OL].[2023-05-23].https ：//sensortower-china.com/
zh-CN/blog/state-of-manga-apps-2023-report-CN
[11] 韩国文化产业振兴院 .2023 웹툰 작가 실태조사（2023 年网络漫画作家实态调查）[EB/OL].[2024.05-25].
https ：//www.kocca.kr/kocca/bbs/view/B0000147/2004721.do?searchCnd=1&searchWrd=%EC%9
B%B9%ED%88%B0+%EC%9E%91%EA%B0%80+%EC%8B%A4%ED%83%9C%EC%A1%B0%EC%82%AC&ca
teTp1=&cateTp2=&useYn=&menuNo=204153&categorys=0&subcate=0&cateCode=&type=&instNo
=0&questionTp=&ufSetting=&recovery=&option1=&option2=&year=&morePage=&qtp=&domainId
=&sortCode=&pageIndex=1
[12][13] 韩国文化产业振兴院 . 2023 웹툰 사업체 실태조사（2023 年网络漫画企业实态调查报告书）[EB/
OL].[2023-05-23].https ：//www.kocca.kr/kocca/bbs/view/B0000147/2004817.do?searchCnd=1&se
archWrd=%EC%9B%B9%ED%88%B0+%EC%82%AC%EC%97%85%EC%B2%B4+%EC%8B%A4%ED%83%9C
%EC%A1%B0%EC%82%AC&cateTp1=&cateTp2=&useYn=&menuNo=204153&categorys=0&subcate
=0&cateCode=&type=&instNo=0&questionTp=&ufSetting=&recovery=&option1=&option2=&year=
&morePage=&qtp=&domainId=&sortCode=&pageIndex=1#
[14] 韩国文化产业振兴院 . 2021 만화 산업백서（2021 年漫画产业白皮书）[EB/OL].[2023-12-29].https ：//
www.kocca.kr/kocca/bbs/view/B0000146/1846282.do?searchCnd=1&searchWrd=&cateTp1=&cat
eTp2=&useYn=&menuNo=204154&categorys=0&subcate=0&cateCode=&type=&instNo=0&questio
nTp=&ufSetting=&recovery=&option1=&option2=&year=&morePage=&qtp=&domainId=&sortCode
=&pageIndex=2#
[15] 韩联社 . 네이버 -CJ 6 천억원대 주식 교환…' 콘텐츠·물류 공룡 ' 도약（종합）[EB/OL]. [2023-05-23].
https ：//www.yna.co.kr/view/AKR20201026140151002
[16] LY.Our Strengths[EB/OL].[2024-05-23].https ：//www.lycorp.co.jp/integrated-report/vision/strength.html
[18] Tapas Entertainment.Tapas[EB/OL].[2024-01-10.]https ：//www.tapasentertainment.com
[19] Kakao Entertainment. 카카오엔터 X 후지 TV 웹툰 업무 협약 체결， 카카오웹툰 ' 아쿠아맨 ' 일본 후
지 TV 현지 드라마 공동 제작 발표 [EB/OL].[2023-05-23].https ：//www.kakaoent.com/pr/detail/10
[20] 高昊，陈佳沁 . 日本数字漫画出版经营模式探析 [J]. 编辑之友，2018（10）：107-112
[21] NHN Comico.Company Mission[EB/OL].[2023-05-23].https ：//www.nhn-comico.com/company.nhn
[22] Webtoon Translation.Still curious? Here are some frequently asked questions[EB/OL].[2023-10-10].
https ：//translate.webtoons.com/guide
[23] 韩韶君 . 网络文学 IP 的 OSMU 模式开发探析 [J]. 出版广角，2018（21）：22-25
[24] 杨乘虎，彭侃 . 跨界融合：漫威电影宇宙的产业和文化机制探析 [J]. 世界电影，2022（2）：59-69
[25] 艾瑞咨询 . 中国二次元产业研究报告 [EB/OL].[2023-10-05].https ：//report.iresearch.cn/report/
202110/3865.shtml
[26] 郭军 . 中国漫画海外付费潜力爆发国内多元化商业开发成效凸显 [EB/OL].[2024-01-13].https ：//www.
chinanews.com/cj/2023/07-17/10044762.shtml
[27] 易观分析 . 中国互联网漫画市场年度分析 2020[EB/OL].[2023-10-05].https ：//www.analysys.cn/
article/detail/20019694
[28] 田苏娜 . 构建新型国际化合作机制提升中国动画海外传播力 [J]. 中国广播电视学刊，2022（10）：84-87
[29] 腾讯动漫 .《一人之下》《狐妖小红娘》入选 IP“出海”报告评价 TOP20[EB/OL].[2023-10-03].https ：//
view.inews.qq.com/a/ACF2019060500570600
[30] 王沪宁 . 作为国家实力的文化：软权力 [J]. 复旦学报（社会科学版），1993（3）：91-96
[31] 刘松，夏登山 . 中国文化海外出版传播的欧美经验：以美国哥伦比亚大学出版社为例 [J]. 出版科学，2022，
30（4）：99-105