本文選題：動漫雜志　切入點：內(nèi)容制作　出處：《東華大學(xué)》2017年碩士論文

【摘要】：動漫雜志作為動漫產(chǎn)業(yè)的重要一環(huán),近年來正飛速發(fā)展,《知音漫客》《漫畫世界》等雜志已成為我國青少年的重要閱讀對象。隨著二次元文化的興起,動漫雜志在我國青少年的生活和學(xué)習(xí)中正扮演越來越重的角色。本文選取T公司新動漫雜志開發(fā)項目為研究對象,綜合運用實地調(diào)查法、文獻(xiàn)分析法、流程分析法、定量分析法、SWOT分析法和選址優(yōu)化等研究方法,分析動漫雜志的市場情況、內(nèi)容情況、生產(chǎn)情況和銷售情況等,設(shè)計T公司動漫雜志的開發(fā)方案。首先,本文運用SWOT分析法分析T公司從事動漫雜志開發(fā)的優(yōu)劣勢和市場機遇與挑戰(zhàn),提出T公司應(yīng)走增長和多經(jīng)營結(jié)合的發(fā)展戰(zhàn)略,市場定位為:快樂青春,原創(chuàng)國漫。進而分析動漫雜志的產(chǎn)銷流程,包括雜志的內(nèi)容制作流程、印刷流程、物流配送流程、發(fā)行流程等,發(fā)現(xiàn)需要關(guān)注的主要問題及開發(fā)思路,包括動漫雜志需重視內(nèi)容創(chuàng)新、控制印刷成本、優(yōu)化配送方式、降低配送成本和發(fā)行成本。然后,在內(nèi)容方面,圍繞市場定位,確定讀者對象為青少年。為適應(yīng)青少年的互動需求和內(nèi)容創(chuàng)新,提出采編一體化的實施方案,強調(diào)責(zé)任編輯作為項目負(fù)責(zé)人,不僅把關(guān)漫畫內(nèi)容,還要根據(jù)漫畫內(nèi)容創(chuàng)作互動欄目,把作者、讀者直接聯(lián)系起來,讓兩者的思維火花直接碰撞,使作品更具生命力。在內(nèi)容制作方面,提出與工作室合作、挖掘新人新作和采取轉(zhuǎn)移支付方式降低制作成本。再次,在戰(zhàn)略層面,針對動漫雜志在產(chǎn)銷流程上潛在的問題提出產(chǎn)銷協(xié)同策略。通過協(xié)同計劃、預(yù)測和補貨,降低退貨率。通過控制退貨率,降低“牛鞭效應(yīng)”和逆向物流。通過與經(jīng)銷商協(xié)同營銷,將雜志品牌做大做強。提出多環(huán)節(jié)聯(lián)動策略:印刷企業(yè)、印制部、發(fā)行部、經(jīng)銷商、物流公司、儲運部等多環(huán)節(jié)聯(lián)合行動,形成高效運轉(zhuǎn)的有機整體。同時,基于動漫雜志生產(chǎn)成本分析,提出放棄自備紙張,轉(zhuǎn)而由印刷企業(yè)代料;建議禮品以紙質(zhì)印刷品為主,注重禮品創(chuàng)新,降低生產(chǎn)成本。針對動漫雜志質(zhì)量要求高,印刷時間短的特點,建議T公司依靠網(wǎng)絡(luò)技術(shù),建設(shè)生產(chǎn)協(xié)同,加強印刷管理,力爭實現(xiàn)實時同步反饋和質(zhì)量同質(zhì)化。最后,在運作層面,根據(jù)雜志印刷、物流、發(fā)行的特點,提出構(gòu)建以分印點為中心的發(fā)行和物流網(wǎng)絡(luò)的總體方案,解決經(jīng)銷商的全覆蓋與快速配送問題。闡述分印點的選擇策略:應(yīng)綜合考察區(qū)域輻射能力、銷售需求、產(chǎn)能、配送能力和服務(wù)水平,力爭做到區(qū)域印刷、區(qū)域配送、區(qū)域銷售。通過分印網(wǎng)絡(luò)選址模型確定選址方案,然后進一步闡述供應(yīng)商選擇策略。在印刷方面,根據(jù)雜志發(fā)展階段,分步推進印刷戰(zhàn)略布局。在物流方面,重點考察區(qū)域配送能力和現(xiàn)代化服務(wù)水平,結(jié)合印刷布局逐步增加物流商,進而實現(xiàn)協(xié)同配送,提高配送效率、降低物流成本、提高服務(wù)水平。
[Abstract]:As an important part of the animation industry, animation magazines have been developing rapidly in recent years. Magazines such as "comics world" have become an important reading object for young people in our country. With the rise of quadratic element culture, Animation magazine is playing a more and more important role in the life and study of young people in our country. This paper selects T company new animation magazine development project as the research object, synthetically uses the field investigation method, the literature analysis method, the process analysis method, Quantitative analysis method of SWOT analysis and site optimization, analysis of animation magazine's market situation, content, production and sales situation, design T company animation magazine development plan. This paper uses SWOT analysis method to analyze the advantages and disadvantages of T Company in the development of animation magazine and the market opportunities and challenges, and puts forward that T Company should take the development strategy of combination of growth and multi-management. The market positioning is: happy youth, Original country. Then analyze the animation magazine production and marketing process, including the magazine content production process, printing process, logistics distribution process, distribution process, and find the main problems and development ideas. Including animation magazine should pay attention to content innovation, control printing costs, optimize distribution methods, reduce distribution costs and distribution costs. Then, in terms of content, around the market positioning, In order to adapt to the interactive needs and content innovation of teenagers, the author puts forward an integrated program of collection and editing, emphasizing that responsible editors, as project leaders, not only check the content of comic books, We should also create interactive columns based on the content of comics to directly connect the author and the reader, so that the two minds can directly collide with each other, so that the work will become more alive. In terms of content production, it is proposed to cooperate with the studio. Third, at the strategic level, to solve the potential problems in the production and marketing process of animation magazine production and marketing coordination strategy. Through collaborative planning, prediction and replenishment, Reduce the return rate. By controlling the return rate, reducing "bullwhip effect" and reverse logistics. Through co-marketing with dealers to make the magazine brand bigger and stronger. Put forward multi-link linkage strategy: printing enterprises, printing department, distribution department, distributors, Logistics companies, storage and transportation departments and other multi-link joint action to form an organic whole of efficient operation. At the same time, based on the analysis of the production costs of animation magazines, it is proposed to give up their own paper and instead be replaced by printing enterprises; it is suggested that the gifts should be mainly printed on paper. Focusing on gift innovation and reducing production costs. In view of the high quality requirements and short printing time of animation magazines, it is suggested that T company rely on network technology, build production coordination, and strengthen printing management. Finally, at the operational level, according to the characteristics of magazine printing, logistics and distribution, the overall scheme of building distribution and logistics network with printing point as the center is put forward. To solve the problem of full coverage and rapid distribution of distributors. Expound the selection strategy of printing points: we should comprehensively investigate the regional radiation capacity, sales demand, capacity, distribution capacity and service level, strive to achieve regional printing, regional distribution, Regional sales. Through printing network location model to determine the location scheme, and then further elaborate the supplier selection strategy. In printing, according to the magazine development stage, step by step to promote the layout of printing strategy. In terms of logistics, Focus on the regional distribution capacity and modern service level, combined with printing layout to gradually increase logistics providers, and then achieve collaborative distribution, improve distribution efficiency, reduce logistics costs, improve service level.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G237.5-F

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