本文選題：動漫產(chǎn)業(yè) + 動漫企業(yè)　； 參考：《江西財經(jīng)大學(xué)》2010年碩士論文

【摘要】：在全球經(jīng)濟一體化的今天,動漫產(chǎn)業(yè)對于我國經(jīng)濟發(fā)展的重要性已然被人們廣泛認同。進入新千年后,黨和國家對我國動漫產(chǎn)業(yè)的發(fā)展給予了極大的關(guān)注。使得我國動漫產(chǎn)業(yè)在近幾年有了迅速的發(fā)展,進入了一個全面興起的階段。盡管如此,很多動漫企業(yè)仍存在諸多問題。不少企業(yè)單單依靠國家津貼生存,缺少市場意識和長遠戰(zhàn)略。加之我國動漫企業(yè)間競爭日趨激烈,動漫企業(yè)和動漫產(chǎn)品的發(fā)展問題開始受到人們的極大關(guān)注。 動漫產(chǎn)品作為文化產(chǎn)品的重要組成部分,其發(fā)展不僅關(guān)系到我國動漫企業(yè)的未來生存,更關(guān)系到我國動漫產(chǎn)業(yè)的未來發(fā)展。但目前我國動漫產(chǎn)品相較國外動漫產(chǎn)品缺乏競爭力,其生存形勢不容樂觀。因此,我國動漫企業(yè)選擇何種產(chǎn)品開發(fā)策略應(yīng)對國內(nèi)外市場競爭則成為這些企業(yè)尋求發(fā)展時必須面對的問題。介于動漫產(chǎn)品開發(fā)對我國動漫產(chǎn)業(yè)發(fā)展的重要性,本文將研究視角集中于動漫產(chǎn)品開發(fā)策略,通過對我國動漫產(chǎn)品開發(fā)策略的研究了解現(xiàn)階段我國動漫產(chǎn)品開發(fā)存在的問題,并找到相應(yīng)的解決辦法。 本文首先介紹了動漫產(chǎn)品在我國的發(fā)展歷程。然后運用PEST方法分析了影響我國動漫產(chǎn)品開發(fā)的宏觀環(huán)境。詳細闡述我國動漫產(chǎn)品開發(fā)的政治、經(jīng)濟、社會和技術(shù)環(huán)境。運用SWOT方法來分析制約我國動漫產(chǎn)品開發(fā)的微觀環(huán)境。多方面總結(jié)我國動漫產(chǎn)品自身的優(yōu)勢、劣勢、機會和威脅。通過宏觀和微觀分析形成對我國動漫產(chǎn)品開發(fā)環(huán)境的綜合判斷。之后根據(jù)當(dāng)前我國動漫產(chǎn)品的現(xiàn)狀分析得出我國動漫產(chǎn)品創(chuàng)意不夠、目標(biāo)受眾定位局限、動漫產(chǎn)品生產(chǎn)落后和動漫品牌聯(lián)系缺乏的四個主要問題。最后,針對這四個主要問題給出相對應(yīng)的解決策略。 區(qū)別于以往研究動漫產(chǎn)業(yè)的文章,本文主要的創(chuàng)新點在于全文以動漫產(chǎn)品為研究起點,針對當(dāng)前影響動漫產(chǎn)業(yè)發(fā)展的關(guān)鍵因素——產(chǎn)品開發(fā),著手研究我國動漫產(chǎn)業(yè)的發(fā)展策略。全文在分析問題時運用了管理學(xué)和營銷學(xué)中的研究方法與分析工具,對動漫產(chǎn)品開發(fā)策略進行深度探討。在全文最后兩部分,重點結(jié)合產(chǎn)品開發(fā)過程得出我國動漫產(chǎn)品開發(fā)中存在的問題并且解決問題。通過運用波士頓矩陣分析動漫企業(yè)的產(chǎn)品品牌,闡述了動漫產(chǎn)品品牌之間應(yīng)加強互動聯(lián)系的觀點。動漫企業(yè)應(yīng)加強產(chǎn)品品牌的整體互動以確保資金、業(yè)務(wù)、市場幾方面整體的發(fā)展。這也體現(xiàn)了本文對于動漫產(chǎn)品開發(fā)的新思路,即動漫企業(yè)在發(fā)展各類子品牌時需要有長遠戰(zhàn)略和整體思想,而非單一壯大或割裂管理。動漫企業(yè)應(yīng)通過整體管理從而源源不斷的締造優(yōu)秀動漫產(chǎn)品,實現(xiàn)企業(yè)的長遠發(fā)展。
[Abstract]:In the global economic integration today, the importance of the animation industry to the economic development of our country has been widely recognized. After the new millennium, the party and the state have paid great attention to the development of the animation industry in our country. So, many animation companies still have many problems. Many enterprises rely on state subsidies to survive alone, lack of market awareness and long-term strategy. In addition, the competition between animation and animation enterprises in China is becoming increasingly fierce, and the development of animation and animation products has begun to receive great attention.
As an important part of cultural products, the development of animation products is not only related to the future survival of Chinese animation and animation enterprises, but also to the future development of China's animation industry. But at present, China's animation products are less competitive than foreign animation products, and their survival situation can not be happy. Strategy to deal with domestic and foreign market competition is the problem that these enterprises must face when they seek development. The importance of animation product development to the development of animation industry in China. This paper focuses on the research perspective on the strategy of animation product development, and through the research on the strategy of animation product development in China, we know the animation products in China at the present stage. Issue the existing problems and find the corresponding solutions.
This article first introduces the development course of animation products in China. Then it analyzes the macro environment that affects the development of animation products in China by using PEST method. It expounds the political, economic, social and technical environment of the development of animation products in our country. The SWOT method is used to analyze the micro environment which restricts the development of our country's dynamic product. National animation products own advantages, disadvantages, opportunities and threats. Through macro and micro analysis, the comprehensive judgment of the development environment of animation products in China is formed. After the analysis of the current situation of animation products in China, it is concluded that the creativity of animation products in China is not enough, the target audience localization is limited, the production lag of animation products and the link of animation brand are short. Four main problems of lack. Finally, the corresponding solutions to these four main problems are given.
Different from the previous research on animation industry, the main innovation of this paper is that the full text takes animation products as the starting point, and studies the development strategy of animation industry in China aiming at the key factor that affects the development of animation industry, which is the key factor which affects the development of animation industry. The full text applies the research methods in management and marketing in the analysis of the problem. In the last two parts of the full text, the problems existing in the development of animation products in China are solved and the problems are solved in the last two parts of the full text. Through the analysis of the product brand of anime and animation enterprises by using the Boston matrix, the interactive relationship between the animation products brand should be explained. Animation enterprises should strengthen the overall interaction of product brands to ensure the overall development of funds, business and market. This also embodies the new ideas for the development of animation products. That is, the animation enterprise needs long-term strategy and overall thought when developing various sub brands, but not a single expansion or split management. Through the overall management, we will create excellent animation products continuously and realize the long-term development of enterprises.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G124

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