發(fā)布時(shí)間：2018-03-03 17:14

  本文選題：動(dòng)漫期刊　切入點(diǎn)：發(fā)展現(xiàn)狀　出處：《湖南師范大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 進(jìn)入21世紀(jì)以來,動(dòng)漫產(chǎn)業(yè)在國家一系列優(yōu)惠政策的推動(dòng)下,已經(jīng)成為中國文化創(chuàng)意產(chǎn)業(yè)發(fā)展最具活力的先鋒軍。因此,有關(guān)動(dòng)漫產(chǎn)業(yè)方面的研究,也越來越來成為學(xué)界和業(yè)界關(guān)注的熱點(diǎn)。作為動(dòng)漫產(chǎn)業(yè)的重要?jiǎng)?chuàng)意載體及其產(chǎn)業(yè)鏈延伸的基礎(chǔ)環(huán)節(jié),動(dòng)漫期刊的重要地位也日益凸現(xiàn)。 歷經(jīng)了《北京卡通》、《新干線》、《動(dòng)漫時(shí)代》等一批刊物的休刊沖擊后,近兩年以來,動(dòng)漫期刊逐漸從期刊市場破土而出,進(jìn)而穩(wěn)步發(fā)展,迎來新的春天。隨著《漫友》、《知音漫客》、《米老鼠》、《幽默大師》等品牌動(dòng)漫期刊在市場上站穩(wěn)腳跟,《花園寶寶》、《虹貓藍(lán)兔》、《喜羊羊與灰太狼》、《小櫻桃》等眾多新創(chuàng)辦的動(dòng)漫期刊也紛紛進(jìn)入市場,爭奪讀者,競爭越來越激烈。那么,動(dòng)漫期刊如何進(jìn)一步構(gòu)建其競爭優(yōu)勢,強(qiáng)化其競爭能力呢?這正是本文探討的主要問題。本文首次以被譽(yù)為“競爭戰(zhàn)略之父”的邁克爾·波特提出的驅(qū)動(dòng)產(chǎn)業(yè)競爭的“產(chǎn)業(yè)競爭五力模型”為理論框架,探討我國動(dòng)漫期刊行業(yè)競爭中的5種基本競爭力量進(jìn)行一一探究,在分析我國動(dòng)漫期刊在競爭發(fā)展過程中遇到的相關(guān)問題,站在更廣闊的視野上把握當(dāng)今國內(nèi)動(dòng)漫期刊行業(yè)內(nèi)的競爭態(tài)勢,以更具針對(duì)性、更有差異化的競爭戰(zhàn)略有效提升自身競爭力。 第一章主要闡述了研究背景與意義、國內(nèi)外研究現(xiàn)狀、主要內(nèi)容與創(chuàng)新之處及其研究方法；第二章具體從地域分布、種類劃分、市場狀況和讀者狀況4個(gè)方面分析了我國動(dòng)漫期刊的發(fā)展現(xiàn)狀,并提出強(qiáng)大競爭力的缺失是我國動(dòng)漫期刊所面臨的最大不足；第三章引入波特的“產(chǎn)業(yè)競爭五力模型”作為研究的理論框架,逐一探討動(dòng)漫期刊行業(yè)的供應(yīng)方、購買方、業(yè)內(nèi)競爭者、潛在進(jìn)入者和替代者這5種基本競爭力量在市場競爭中的實(shí)際狀況和相互作用,對(duì)動(dòng)漫期刊的競爭環(huán)境進(jìn)行分析,從而發(fā)現(xiàn)動(dòng)漫期刊在行業(yè)競爭中存在原創(chuàng)精品漫畫缺少、市場定位趨同、讀者細(xì)分不充分、贏利模式單一、人才資源缺乏等問題；第四章主要在整體把握動(dòng)漫期刊行業(yè)競爭態(tài)勢的基礎(chǔ)上,從橫向和縱向兩種角度對(duì)動(dòng)漫期刊如何提升其競爭力提出5項(xiàng)競爭策略,即挖掘民族特色,鼓勵(lì)原創(chuàng)漫畫；塑造品牌個(gè)性,形成市場差異；實(shí)施全程營銷,構(gòu)建推廣網(wǎng)絡(luò)；跨越紙媒局限,拓展經(jīng)營方式；整合出版資源,對(duì)接動(dòng)漫產(chǎn)業(yè),從而為動(dòng)漫期刊的發(fā)展提供某些理論的借鑒和現(xiàn)實(shí)的啟示。
[Abstract]:Since 21th century, the animation industry has become the most dynamic pioneer in the development of China's cultural and creative industries, driven by a series of preferential policies. As an important creative carrier of the animation industry and the basic link of the extension of the industrial chain, the important status of animation periodicals is also increasingly prominent. After a series of publications such as Beijing Cartoon, Shinkansen, Animation Age, etc., which have been suspended from publication, over the past two years, animation periodicals have gradually come out of the periodical market and developed steadily. Welcome to the new spring. Along with the brand animation periodicals such as "Romantic Friends", "confidant Man", "Mickey Mouse", "Master humor" and so on, "Garden Baby", "Rainbow Cat Blue Rabbit", "Happy Sheep and Grey Wolf", "Little Cherry" and so on. Animation periodicals have also entered the market. Competition for readers, the competition is becoming more and more fierce. So, how to further build its competitive advantage and strengthen its competitive power? This is the main problem this paper is looking at. For the first time, this paper is based on the five-force model of industrial competition, which is proposed by Michael Porter as the "father of competitive strategy." This paper probes into the five basic competitive forces in the competition of Chinese animation periodical industry and analyzes the related problems encountered in the process of competition and development of our country's animation periodicals. Standing in a broader field of vision to grasp the current domestic animation periodical industry competition situation in order to more targeted more differentiated competitive strategy to effectively enhance their own competitiveness. The first chapter mainly elaborates the research background and significance, the domestic and foreign research present situation, the main content and the innovation place and the research method; the second chapter concretely from the geographical distribution, the category division, This paper analyzes the development status of animation periodicals in China from four aspects: market situation and readers' situation, and points out that the lack of strong competitiveness is the biggest deficiency faced by Chinese animation periodicals. The third chapter introduces Porter's "five Force Model of Industry Competition" as the theoretical framework to discuss the suppliers, buyers and competitors of the animation periodical industry one by one. The actual situation and interaction of the five basic competitive forces of potential entrants and substitutes in the market competition are analyzed, and the competitive environment of the animation periodicals is analyzed, and it is found that there is a lack of original high-quality cartoons in the competition of animation periodicals in the industry. Market orientation converges, reader segmentation is not sufficient, profit model is single, talent resources are lacking, etc. Chapter 4th is mainly based on the overall grasp of the competition situation of animation periodical industry. From the horizontal and vertical angles, this paper puts forward five competitive strategies on how to enhance the competitiveness of animation periodicals, that is, excavating national characteristics, encouraging original comics, shaping brand personality, forming market differences, implementing the whole process of marketing, and constructing the promotion network. In order to provide some theoretical reference and practical enlightenment for the development of animation periodicals, the paper tries to transcend the limitations of print media, expand the management mode, integrate publishing resources, and link up with the animation industry.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：G239.2-F

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 陳昕;;基于“產(chǎn)業(yè)競爭五力模型”的動(dòng)漫期刊發(fā)展策略研究[J];中國媒體發(fā)展研究報(bào)告;2012年00期

相關(guān)碩士學(xué)位論文 前1條

1 邵世軒;《散文詩》解讀[D];湖南師范大學(xué);2011年

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本文編號(hào)：1561943