本文選題：制播分離 + 三維動畫��； 參考：《鄭州大學(xué)》2010年碩士論文

【摘要】：動畫,這個被外界稱作“最后一個產(chǎn)生暴利”的行業(yè),從被限制到逐步開放的過程中,無疑充滿了巨大的商業(yè)誘惑。近年來,隨著中國在世界經(jīng)濟舞臺上的力量不斷加強,國外,尤其是跨國動畫媒體巨頭,對這塊誘人的“蛋糕”青睞有加；而在國內(nèi),因為被公認(rèn)為中國最具發(fā)展前景的行業(yè),動畫也受到了社會資本的廣泛關(guān)注。而放眼我所在的電視媒體,在經(jīng)歷了三次變革浪潮之后,原先不可撼動的地位幾乎已經(jīng)讓網(wǎng)絡(luò)、移動電視、戶外LED等新興視頻媒介沖擊的支離破碎。那么,傳統(tǒng)媒體面對新時代的競爭應(yīng)該如何變革?對于電視領(lǐng)域,尤其是在“制播分離”后,原先靠“計劃制作”生存的媒體從業(yè)者在面對“整合分流”時,該何去何從呢?近年來,電視民生化與娛樂化的傾向使得公司化運營逐步得到了制度上的認(rèn)可。作為始終堅守在行業(yè)前沿的電視臺從業(yè)人員,如何因勢而變才不會被社會化制作所淘汰?如何能在此次變革中發(fā)現(xiàn)未來屬于自己的商機?如何能將自己固有的社會關(guān)系優(yōu)勢合理地轉(zhuǎn)化為生產(chǎn)力?以及依靠自主創(chuàng)業(yè)改變“媒體不養(yǎng)老”的行業(yè)怪圈?這些,都是我們需要直面的現(xiàn)實問題。我認(rèn)為,電視臺從業(yè)人員以合伙人或股份制形式成立文化傳媒公司,利用已知媒體平臺將專業(yè)動畫制作移植到各類新興廣告范圍,是較為有效地面對“制播分離”后,大量面臨“整合分流”人員再就業(yè)的解決方案。依托省級影視媒體成熟的播出平臺及完善的人際網(wǎng)絡(luò),曾經(jīng)的電視臺從業(yè)者,可以以較高起點面對目前行業(yè)進入門檻過低所造成的惡性競爭局面,并將自己的專業(yè)技能通過市場需求,而不是原來那樣通過行政指令來有效調(diào)節(jié),是能夠創(chuàng)造出驚人的傳播能力和低成本的動畫解決方案的。正是基于此想法,我于2009年10月份與2位同事合伙創(chuàng)建了鄭州勵展文化傳媒有限公司(以下簡稱“勵展傳媒”),就是想以此為試驗田,檢驗一下自己的創(chuàng)業(yè)思路,并想通過商業(yè)計劃書的形式,分析未來五年內(nèi)的投資回報,籌集風(fēng)險投資基金。甚至,依托動漫產(chǎn)業(yè)廣闊的市場前景以及國家各級機關(guān)的鼓勵政策,我還大膽設(shè)想了一下未來IPO的可能性。下面,我將從引言、總體規(guī)劃、市場分析、產(chǎn)品與服務(wù)、市場營銷、公司管理、結(jié)論等七個方面分別論述。 在引言部分,分析目前三維動畫廣告市場格局,并著重介紹“制播分離”后對現(xiàn)行影視媒介的影響以及成立文化傳媒公司的初衷,為全面展開計劃書謀篇布局； 在總體規(guī)劃部分,會對勵展傳媒的總體情況進行簡要闡述,希望通過本部分的介紹使投資者對公司的現(xiàn)有狀況、潛在優(yōu)勢以及未來目標(biāo)有一個全面的了解。 在市場分析部分,對三維動畫的國際、國內(nèi)市場情況進行了具體闡述,并著重針對省會鄭州的實際情況,按照S.W.O.T方法,具體分析視頻動畫廣告目標(biāo)市場的發(fā)展趨勢。 在產(chǎn)品與服務(wù)部分,從視頻產(chǎn)品的“新媒體”解決方案,到組織開發(fā)等方面進行了詳細(xì)論證。 在市場營銷部分,通過勵展傳媒目前已有的社會關(guān)系特征,詳細(xì)探討在未來營銷領(lǐng)域的渠道與方式； 在公司管理部分,對勵展傳媒的組織、人事、薪酬和股權(quán)計劃進行全面規(guī)劃,并從勵展傳媒的管理運作、財務(wù)支持等五個方面進行了分別預(yù)測。為未來風(fēng)險投資者提供數(shù)據(jù)參考。 在最后的結(jié)論部分,總結(jié)全篇內(nèi)容并總結(jié)收尾。 除此之外,在未來的計劃實施過程中,我希望能夠通過公司的實際運營,重點解決以下三個問題： 1.破解有關(guān)“媒體不養(yǎng)老”的行業(yè)難題,并通過自己的創(chuàng)業(yè)經(jīng)歷找出切實可行的解決方案； 2.“視頻動畫”在目前國內(nèi)尤其是河南市場的前景分析； 3.微小型廣告公司如何打造自己的核心競爭力,以適應(yīng)激烈的市場環(huán)境?
[Abstract]:Animation, which is called "the last to produce a profit", is undoubtedly full of great commercial temptation in the process of being restricted to the gradual opening up. In recent years, with the strength of China's strength in the world economic stage, foreign, especially the multinational animation media giants, have added to this tempting "cake". In China, animation is also widely paid attention to social capital because it is recognized as the most promising industry in China. And after three waves of change, the original unshaken position has almost been broken by the impact of emerging video media such as network, mobile TV, outdoor LED and other new video media. What should the traditional media face the competition in the new era? How can we find the future of our business? How can we find the future of our own business? How can we turn our inherent social relations into productive forces and change the "medium" by self-reliance? It is a real problem that we need to face directly. I think that the employees of TV stations set up a cultural media company in the form of partner or stock system, and use the known media platform to transplant professional animation into various emerging advertisements. It is more effective to face the "separation of broadcasting". Relying on the mature broadcasting platform of the provincial film and television media and the perfect interpersonal network, the former television practitioners can face the vicious competition situation caused by the low threshold of the current industry, and pass their own professional skills through the market demand, not the original. In this way, in October 2009, I created the Zhengzhou reed Cultural Media Co., Ltd. (hereinafter referred to as "the promotion media") in partnership with 2 colleagues (hereinafter referred to as "the promotion media"). In the form of business plan, we want to analyze the return on investment in the next five years and raise the venture capital fund through the form of business plan. Even, relying on the broad market prospects of the animation industry and the encouragement policy of the state organs at all levels, I also boldly conceive the possibility of the future IPO. Analysis, product and service, marketing, company management, conclusion and so on seven aspects are discussed respectively.
In the introduction, this paper analyzes the current pattern of the three-dimensional animation advertising market, and focuses on the introduction of the impact on the current film and television media and the original intention of the establishment of a cultural media company, in order to make a comprehensive plan for the layout of the plan.
In the overall planning section, the overall situation of the promotion of the media is briefly described. It is hoped that the introduction of this part will give investors a comprehensive understanding of the current situation, potential advantages and future goals of the company.
In the part of market analysis, the international and domestic market situation of 3D animation is elaborated, and the development trend of the target market of video animation advertising is analyzed in detail in accordance with the actual situation of Zhengzhou province and the S.W.O.T method.
In the part of products and services, the new media solution of video products and organization development are demonstrated in detail.
In the marketing section, the channels and ways of future marketing are discussed in detail through the characteristics of reed media's existing social relations.
In the management part of the company, it makes a comprehensive plan for the organization, personnel, salary and equity plan of the media, and forecasts the five aspects, such as the management operation and financial support of the media, and provides the data reference for the future venture investors.
In the final conclusion, we summarize the whole content and summarize the conclusion.
In addition, in the future plan implementation process, I hope that through the actual operation of the company, we will focus on solving the following three problems:
1., crack down on the industry problems of "media not providing for the aged" and find out practical solutions through their own entrepreneurial experience.
2. the analysis of the prospect of "video animation" in the current domestic market, especially in Henan.
3. how can micro advertising companies build their core competitiveness to adapt to the fierce market environment?

【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F272;G206-F

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本文編號：1841495