动漫产业论文中国动漫产业状况和后发型企业发展策略研究

1、动漫产业论文：中国动漫产业状况及后发型企业发展策略研究【中文摘要】动漫在中国属于新兴产业,随着国家政策的大力支持,动漫企业如雨后春笋般建立起来,然而,如何挖掘后发优势,做到弯道超越,是所有后发型动漫企业所需要认真思考的,故本文通过对行业的分析,品牌培育等进行探讨,最终提出有效的解决思路。本文首先对动漫及动漫产业的定义、分类和发展历史进行研究,分析了动漫在全球的发展状况和产业模式以及对中国的启示,为动漫企业制定决策提供依据。其次在分析过程中,综合运用SWOT分析模型,对中国动漫企业发展的内外部环境进行了综合分析。同时本文也分析了目前动漫行业的产业链,对两种典型商业模式进行详细的探讨,并分别指出各

2、自的优缺点。最后结合我国动漫产业的变化趋势,提出了动漫企业的几种竞争战略,为动漫企业在分析和制定企业战略时提供了参考,具有一定的现实意义。本文以管理学、组织行为学、人力资源管理等学科的理论为基础,运用文献资料检索方法、统计方法、系统分析方法、问卷调查方法对MG动漫公司的经营现状和经营环境进行了分析研究,同时针对MG公司的系统状况制定了具有可行性的发展战略规划。本文就动漫产业机遇和挑战进行SWOT分析,并就初创阶段企业的优势和劣势进行剖析,例如创新性、员工积极性高的优势,以及社会认可度低和市场定位模糊等挑战。针对MG企业发展过程中可能遇到的风险,如：管理、市场、技术、人才、资金等,研究解决策略,

3、提出解决措施。根据对以MG公司为代表的后发型动漫企业进行研究,立足现阶段制定短期策略和长期定位,探索出发展目标和方向。品牌是企业发展的动脉,本文就品牌发展进行战略研究,通过研究相关的理论,就动漫品牌发展的历史及现状进行研究,归纳品牌特点、前景和竞争状态,着力于品牌进一步要发展的战略思考,对国内国际市场拓展进行展望,挖掘需要解决的问题,对风险进行充分分析,找出实现目标而应采取的措施。综合动漫企业发展的历史、现状及特点,提出发展目标。针对问题制订策略,提出解决措施,分阶段实现企业发展。【英文摘要】Animation industry is a new born in china.Along wit

4、h the substantial support of Chinese government, the animation enterprises are springing up like mushrooms. Therefor,how to seek advantages and overtake the rest become considerable problems for all the later developed businesses.In this article,I analysed this industry and the brand cultivation,the

5、n caught up with efficient solutions at the end.In the previous paragraphs of this article,i studied the definition, classification and development history of animation and animation industry.By analysing the development situation and industrial modef comic businesses all over the world,i concluded

6、the inspiration for Chinese enterprises,which supply the foundation for animation businesses to make policies. After that,i researched the internal and external environments of Chinese animation enterprises by comprehensively using the SWOT analytical mode. Besides,I analysed the two typical busines

7、s modes in the current industry chain in detail and also pointed out the pros and cons of each other. At the end,i caught up with several competitive strategies based on the changing tendency of comic industry in china,which can provide preferences on studying and making business plans.So this is th

8、e practical significance of this article.In this essay, i deeply thought of the current operation status and environment of MANGU animation limited corporation based on the theories of management science,organization behaviour science and manpower resource management and the methods of inductive ana

9、lysis, literature retrieval,questionnaire survey,combining theory with practice. Then I made a feasible development strategy plan for the whole condition of MG company.I researched the strengths and weaknesses of comic industry and anatomized the opportunities,like creativities and enthusiasm of emp

10、loyees,and threats of businesses that newly established such as low social approval and misty market positioning. In allusion to the potential threats during the development like management,marketing,technique,human resources and funds,I put forward the settlements.According to the research of the l

11、ater developed animation industry particularly MG corporation,and set foot in current stage,i made the short-term strategies and long-term location and also explored the development target and directionsBrand is the artery of business.In this paper,I did strategic research of brand development and s

12、tudied the history as well as current statues of comic brand according to relate theories and the characteristics,future and competition state of brand aiming at prospecting the internal and international markets searching the potential matters, analysing the threats adequately and finally finding o

13、ut the corresponding measures. Considering the history,current situation and features of comic businesses,i came up with the development targets and solutions,on the purpose of developing the enterprises step by step.【关键词】动漫产业 后发企业 发展策略【英文关键词】Later developed businesses Animation industry Development

14、 strategy【目录】中国动漫产业状况及后发型企业发展策略研究摘要3-4ABSTRACT4-5第1章 绪论8-171.1 导论8-171.1.1 选题背景与意义8-91.1.2 国内外研究综述9-151.1.3 本文研究思路、内容和方法15-161.1.4 本文的创新点16-17第2章 动漫强国产业背景17-222.1 世界三大动漫强国美日韩动漫产业17-192.1.1 美日韩动漫产业的发展历程172.1.2 美日韩动漫的产业格局及产业规模17-182.1.3 美日韩动漫的产业特色18-192.1.4 美日韩动漫产业发展模式比较192.2 国际动漫产业发展趋势及发展模式19-22第3章 中

15、国动漫产业发展状况22-313.1 国内动漫产业基本情况22-263.1.1 国内动漫产业现状及行业发展模式223.1.2 消费群体及市场规模22-233.1.3 动漫人才培养及薪酬状况23-243.1.4 动漫产业政策24-253.1.5 中国动漫产业盈利能力25-263.2 中国动漫产业发展中的瓶颈26-283.2.1 缺乏原创和自主品牌263.2.2 未形成完整的产业链26-273.2.3 动漫人才紧缺273.2.4 产业发展资金短缺27-283.3 中国动漫市场新的成长方向28-313.3.1 电视动漫产业28-293.3.2 网络动漫产业293.3.3 手机动漫产业29-31第4章

16、中国动漫产业发展前景及投资分析31-404.1 产业发展前景预测31-324.1.1 产业成长与需求趋势314.1.2 业内企业格局的变化趋势31-324.1.3 销售渠道与销售方式的变化趋势324.2 动漫衍生品市场发展完善32-334.2.1 衍生品市场发展方向32-334.2.2 衍生品市场发展潜力334.3 中国动漫产业投融资特点33-404.3.1 动漫产业各类型资本运作的特点33-374.3.2 不同类型动漫企业的投融资需求特征37-384.3.3 动漫产业投融资机制的经验借鉴38-40第5章 后发型动漫企业特点及SWOT分析40-445.1 后发型动漫企业的特点40-425.1.1 动漫企业行业特点405.1.2 后发型动漫企业的主要特点40-415.1.3 动漫初创企业与其它行业初创企