本研究探討娛樂產業中全球合作的演進，特別聚焦於台灣市場，以及華納兄弟旗下兩個具代表性的IPs：《哈利波特》與《湯姆貓與傑利鼠》。研究從 1930 年代由迪士尼主導的早期跨國合作談起，回顧國際媒體合作在授權、外包、合製與跨國品牌經營等形式下的歷史發展軌跡，並說明政治、經濟與文化力量如何形塑不同市場中在地化與標準化之間的策略取捨。
台灣作為一個獨特的案例，展現了全球型 IPs 如何透過翻譯、本土化主題性商品、體驗式行銷，以及與零售、時尚、食品與生活風格等產業的在地企業合作，成功落地並與市場連結。透過比較《哈利波特》與《湯姆貓與傑利鼠》，本研究說明以敘事為核心的 IP 與以視覺為通用語言的 IP，在在地化策略上雖有所不同，卻都能在台灣市場中建立文化共鳴並維持商業上的永續性。
最終，研究結果突顯跨國品牌經營的雙重特性：一方面建構大規模的全球網絡，另一方面則必須在微觀層次上精準掌握文化細節，才能實現長期且深度的市場互動。

This study explores the evolution of global collaboration in the media and entertainment industry, with a particular focus on the Taiwan market and two representative Warner Bros. intellectual properties: Harry Potter and Tom and Jerry. Beginning with early cross-border partnerships led by Disney in the 1930s, the research traces the historical trajectory of international media collaboration through licensing, outsourcing, co-productions, and transnational branding. It highlights how political, economic, and cultural forces shape strategies of adaptation and standardization in different markets. Taiwan serves as a unique case study, demonstrating how global franchises are localized through translations, themed merchandise, experiential marketing, and collaborations with local companies in retail, fashion, food, and lifestyle sectors. By comparing Harry Potter and Tom and Jerry, the study illustrates how narrative-driven IPs and visually universal IPs adopt different localization strategies, yet both achieve cultural resonance and commercial sustainability in Taiwan. Ultimately, the findings underscore the dual nature of transnational branding: building large-scale global networks while cultivating micro-level cultural precision for long-term engagement.

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