本文關(guān)鍵詞： 動(dòng)漫產(chǎn)業(yè) 發(fā)展 戰(zhàn)略 衍生品　出處：《上海交通大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：上海城漫漫畫(huà)有限公司成立于2006年，之前一直致力于青少年漫畫(huà)作品的開(kāi)發(fā)、銷售和形象授權(quán)等業(yè)務(wù)。為了更好的順應(yīng)國(guó)內(nèi)動(dòng)漫產(chǎn)業(yè)現(xiàn)狀，挖掘企業(yè)自身優(yōu)勢(shì)，繼續(xù)發(fā)展企業(yè)規(guī)模，本文旨在為公司之后的五年發(fā)展戰(zhàn)略，提供轉(zhuǎn)型意見(jiàn)。 首先，本文分別在宏觀層面闡述了中國(guó)動(dòng)漫產(chǎn)業(yè)發(fā)展現(xiàn)狀、產(chǎn)業(yè)鏈情況和國(guó)外先進(jìn)國(guó)家的對(duì)比分析以及未來(lái)動(dòng)漫企業(yè)的發(fā)展趨勢(shì)；其次，在中觀層面，，分析了中國(guó)動(dòng)漫產(chǎn)業(yè)的衍生品市場(chǎng)、動(dòng)畫(huà)制作和播映市場(chǎng)，并對(duì)兒童動(dòng)漫和青少年動(dòng)漫的細(xì)分市場(chǎng)做了對(duì)比分析；最后在微觀層面，分析了公司的現(xiàn)況、優(yōu)勢(shì)和發(fā)展瓶頸。 然后，本文運(yùn)用了溫德?tīng)枴な访芩沟腟TP分析法和邁克爾·波特的五力模型，制定出符合公司后五年的發(fā)展戰(zhàn)略，認(rèn)為公司應(yīng)該在保存青少年漫畫(huà)市場(chǎng)影響力的同時(shí)，大力投入少兒動(dòng)畫(huà)片制作，通過(guò)播映渠道優(yōu)勢(shì)帶動(dòng)早教類動(dòng)漫衍生產(chǎn)品的銷售的經(jīng)營(yíng)模式。在衍生產(chǎn)品的設(shè)計(jì)上，借鑒巧虎在中國(guó)的成功案例，定位“市場(chǎng)補(bǔ)缺者”的角色，填補(bǔ)同類產(chǎn)品在市場(chǎng)上的空白；在市場(chǎng)推廣過(guò)程中，需要由“零和競(jìng)爭(zhēng)”狀態(tài)向B to B共贏模式過(guò)渡，并最終占領(lǐng)目標(biāo)市場(chǎng)。 之后，本文對(duì)戰(zhàn)略執(zhí)行過(guò)程中的產(chǎn)品和推廣提出建議，并在產(chǎn)品性價(jià)比、人才選擇和儲(chǔ)備、知識(shí)產(chǎn)權(quán)保護(hù)方面提出了問(wèn)題和建議。
[Abstract]:Shanghai city man cartoon Co. Ltd was established in 2006, before the development of teenagers has been committed to comics, sales and image licensing and other business. In order to better conform to the status of the domestic animation industry, mining enterprises of their own advantages, continue to scale the development of enterprises, this paper aims to serve the company after five years of development strategy, provide the transformation of views.
Firstly, this paper introduces the current situation of the development of animation industry China at the macro level, comparative analysis of industry chain and the foreign advanced countries and the future development trend of animation enterprises; secondly, at the meso level, analyzes the China animation industry derivatives market, animation production and broadcast market, and for children and adolescents animation animation segments the market to do a comparative analysis; finally, at the micro level, analyzes the company's situation, advantage and development bottleneck.
Then, this paper uses the five forces model STP analysis and Michael Porter Wendell Smith, developed in line with the development strategy of five years after the company, that the company should be kept in the influence of teenagers' market at the same time, vigorously into the children's animation, through the broadcast channels advantage led to early animation derivatives class sales business model in the design. Derivative products, learn from the successful tiger in Chinese, positioning "niche market" role, to fill the blank of similar products in the market; in the market to promote the process, required by the "zero sum competition" B to B state to win mode transition, and eventually occupied the target market.
After that, this paper puts forward suggestions for products and promotion in the process of strategic implementation, and puts forward some problems and suggestions in terms of product cost performance, talent selection and reserve, and intellectual property protection.

【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124

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本文編號(hào)：1509982