【摘要】： 目前,動漫產(chǎn)業(yè)日益成為各國關(guān)注和發(fā)展的重點。而我國動漫產(chǎn)業(yè)還處于初級發(fā)展階段,在原創(chuàng)能力、專業(yè)人才、產(chǎn)業(yè)鏈發(fā)展、政策環(huán)境等方面還存在很多問題。因此我國動漫企業(yè)的健康發(fā)展必須要有清晰的戰(zhàn)略指導(dǎo),必須要有明確的戰(zhàn)略措施。 本文中所研究的鄭州小櫻桃卡通公司,是一個經(jīng)過10年快速成長的國產(chǎn)原創(chuàng)動漫企業(yè)。一方面,公司具有較深的行業(yè)背景,擁有領(lǐng)先的原創(chuàng)動漫品牌,存在許多優(yōu)勢;另一方面,由于動漫產(chǎn)業(yè)具有較長的產(chǎn)業(yè)鏈條,且公司正處在關(guān)鍵轉(zhuǎn)型時期,因此也就存在一些問題。所以,研究公司發(fā)展戰(zhàn)略,盡快地實現(xiàn)公司的產(chǎn)業(yè)化、集團化、國際化目標是目前鄭州小櫻桃卡通公司面臨的一個重大挑戰(zhàn)。本文通過運用戰(zhàn)略管理理論和PEST、SWOT等分析方法和工具,對行業(yè)宏觀環(huán)境進行分析,指出了動漫行業(yè)發(fā)展的外部政治、法律、經(jīng)濟、社會和技術(shù)等方面的影響因素;利用市場分析、行業(yè)分析和競爭分析對鄭州小櫻桃卡通公司的外部環(huán)境進行了細致分析;同時,分析了鄭州小櫻桃卡通公司的現(xiàn)有內(nèi)部資源和能力,并通過SWOT分析法對公司的發(fā)展戰(zhàn)略做出了一些分析和建議,確定了公司的發(fā)展戰(zhàn)略是以動漫內(nèi)容產(chǎn)品為核心的多元化戰(zhàn)略,并提出了原創(chuàng)戰(zhàn)略、品牌戰(zhàn)略、資源整合戰(zhàn)略等具體發(fā)展戰(zhàn)略。最后,從鄭州小櫻桃卡通公司的組織結(jié)構(gòu)、人力資源、信息化和企業(yè)文化等方面,對戰(zhàn)略實施的具體措施進行了初步的設(shè)計。 動漫產(chǎn)業(yè)是一個朝陽產(chǎn)業(yè),但同時動漫產(chǎn)業(yè)又是一個風險性很高的產(chǎn)業(yè)。因此,本研究除了對小櫻桃卡通公司今后的發(fā)展能夠起到一定的指導(dǎo)作用外,也希望對其它動漫企業(yè)進行發(fā)展戰(zhàn)略研究方面有著一定的參考價值。
[Abstract]:At present, animation industry has increasingly become the focus of attention and development of countries. But our country animation industry is still in the primary development stage, in the original ability, the specialized talented person, the industry chain development, the policy environment and so on aspect still has many questions. Therefore, the healthy development of Chinese animation companies must have clear strategic guidance, must have clear strategic measures. Zhengzhou Cherry Cartoon Company, studied in this paper, is a domestic original animation company after 10 years of rapid growth. On the one hand, the company has a deeper industry background, with the leading original animation brand, there are many advantages; On the other hand, because the animation industry has a long industrial chain, and the company is in a critical transition period, so there are some problems. Therefore, studying the development strategy of the company and realizing the industrialization, collectivization and internationalization of the company as soon as possible is a major challenge facing Zhengzhou Xiao Cherry Cartoon Company at present. Through the use of strategic management theory and PEST,SWOT and other analytical methods and tools, this paper analyzes the macro-environment of the industry, and points out the external political, legal, economic, social and technological factors affecting the development of animation industry. Market analysis, industry analysis and competition analysis are used to analyze the external environment of Zhengzhou small Cherry Cartoon Company. At the same time, it analyzes the existing internal resources and capabilities of Zhengzhou Xiao Cherry Cartoon Company, and makes some analysis and suggestions on the development strategy of the company through SWOT analysis. The development strategy of the company is the diversification strategy with animation content product as the core, and put forward the original strategy, brand strategy, resources integration strategy and other specific development strategies. Finally, from the aspects of organization structure, human resources, information technology and corporate culture of Zhengzhou Xiao Cherry Cartoon Co., Ltd, this paper gives a preliminary design of the specific measures for the implementation of the strategy. Animation industry is a sunrise industry, but at the same time animation industry is a high-risk industry. Therefore, this study not only can play a guiding role in the future development of Cherry Cartoon Company, but also hope to study the development strategy of other animation companies has a certain reference value.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F719

【引證文獻】

相關(guān)碩士學位論文 前2條

1 郭楠;我國動漫雜志營銷策略研究[D];西北大學;2010年

2 李冰銳;吉林動漫集團發(fā)展戰(zhàn)略研究[D];吉林大學;2012年

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本文編號：2415476