動漫產(chǎn)業(yè)論文中國動漫產(chǎn)業(yè)狀況和后發(fā)型企業(yè)發(fā)展策略研究

1、動漫產(chǎn)業(yè)論文：中國動漫產(chǎn)業(yè)狀況及后發(fā)型企業(yè)發(fā)展策略研究【中文摘要】動漫在中國屬于新興產(chǎn)業(yè),隨著國家政策的大力支持,動漫企業(yè)如雨后春筍般建立起來,然而,如何挖掘后發(fā)優(yōu)勢,做到彎道超越,是所有后發(fā)型動漫企業(yè)所需要認(rèn)真思考的,故本文通過對行業(yè)的分析,品牌培育等進(jìn)行探討,最終提出有效的解決思路。本文首先對動漫及動漫產(chǎn)業(yè)的定義、分類和發(fā)展歷史進(jìn)行研究,分析了動漫在全球的發(fā)展?fàn)顩r和產(chǎn)業(yè)模式以及對中國的啟示,為動漫企業(yè)制定決策提供依據(jù)。其次在分析過程中,綜合運(yùn)用SWOT分析模型,對中國動漫企業(yè)發(fā)展的內(nèi)外部環(huán)境進(jìn)行了綜合分析。同時本文也分析了目前動漫行業(yè)的產(chǎn)業(yè)鏈,對兩種典型商業(yè)模式進(jìn)行詳細(xì)的探討,并分別指出各

2、自的優(yōu)缺點(diǎn)。最后結(jié)合我國動漫產(chǎn)業(yè)的變化趨勢,提出了動漫企業(yè)的幾種競爭戰(zhàn)略,為動漫企業(yè)在分析和制定企業(yè)戰(zhàn)略時提供了參考,具有一定的現(xiàn)實(shí)意義。本文以管理學(xué)、組織行為學(xué)、人力資源管理等學(xué)科的理論為基礎(chǔ),運(yùn)用文獻(xiàn)資料檢索方法、統(tǒng)計方法、系統(tǒng)分析方法、問卷調(diào)查方法對MG動漫公司的經(jīng)營現(xiàn)狀和經(jīng)營環(huán)境進(jìn)行了分析研究,同時針對MG公司的系統(tǒng)狀況制定了具有可行性的發(fā)展戰(zhàn)略規(guī)劃。本文就動漫產(chǎn)業(yè)機(jī)遇和挑戰(zhàn)進(jìn)行SWOT分析,并就初創(chuàng)階段企業(yè)的優(yōu)勢和劣勢進(jìn)行剖析,例如創(chuàng)新性、員工積極性高的優(yōu)勢,以及社會認(rèn)可度低和市場定位模糊等挑戰(zhàn)。針對MG企業(yè)發(fā)展過程中可能遇到的風(fēng)險,如：管理、市場、技術(shù)、人才、資金等,研究解決策略,

3、提出解決措施。根據(jù)對以MG公司為代表的后發(fā)型動漫企業(yè)進(jìn)行研究,立足現(xiàn)階段制定短期策略和長期定位,探索出發(fā)展目標(biāo)和方向。品牌是企業(yè)發(fā)展的動脈,本文就品牌發(fā)展進(jìn)行戰(zhàn)略研究,通過研究相關(guān)的理論,就動漫品牌發(fā)展的歷史及現(xiàn)狀進(jìn)行研究,歸納品牌特點(diǎn)、前景和競爭狀態(tài),著力于品牌進(jìn)一步要發(fā)展的戰(zhàn)略思考,對國內(nèi)國際市場拓展進(jìn)行展望,挖掘需要解決的問題,對風(fēng)險進(jìn)行充分分析,找出實(shí)現(xiàn)目標(biāo)而應(yīng)采取的措施。綜合動漫企業(yè)發(fā)展的歷史、現(xiàn)狀及特點(diǎn),提出發(fā)展目標(biāo)。針對問題制訂策略,提出解決措施,分階段實(shí)現(xiàn)企業(yè)發(fā)展?！居⑽恼緼nimation 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.【關(guān)鍵詞】動漫產(chǎn)業(yè) 后發(fā)企業(yè) 發(fā)展策略【英文關(guān)鍵詞】Later developed businesses Animation industry Development

14、 strategy【目錄】中國動漫產(chǎn)業(yè)狀況及后發(fā)型企業(yè)發(fā)展策略研究摘要3-4ABSTRACT4-5第1章 緒論8-171.1 導(dǎo)論8-171.1.1 選題背景與意義8-91.1.2 國內(nèi)外研究綜述9-151.1.3 本文研究思路、內(nèi)容和方法15-161.1.4 本文的創(chuàng)新點(diǎn)16-17第2章 動漫強(qiáng)國產(chǎn)業(yè)背景17-222.1 世界三大動漫強(qiáng)國美日韓動漫產(chǎn)業(yè)17-192.1.1 美日韓動漫產(chǎn)業(yè)的發(fā)展歷程172.1.2 美日韓動漫的產(chǎn)業(yè)格局及產(chǎn)業(yè)規(guī)模17-182.1.3 美日韓動漫的產(chǎn)業(yè)特色18-192.1.4 美日韓動漫產(chǎn)業(yè)發(fā)展模式比較192.2 國際動漫產(chǎn)業(yè)發(fā)展趨勢及發(fā)展模式19-22第3章 中

15、國動漫產(chǎn)業(yè)發(fā)展?fàn)顩r22-313.1 國內(nèi)動漫產(chǎn)業(yè)基本情況22-263.1.1 國內(nèi)動漫產(chǎn)業(yè)現(xiàn)狀及行業(yè)發(fā)展模式223.1.2 消費(fèi)群體及市場規(guī)模22-233.1.3 動漫人才培養(yǎng)及薪酬狀況23-243.1.4 動漫產(chǎn)業(yè)政策24-253.1.5 中國動漫產(chǎn)業(yè)盈利能力25-263.2 中國動漫產(chǎn)業(yè)發(fā)展中的瓶頸26-283.2.1 缺乏原創(chuàng)和自主品牌263.2.2 未形成完整的產(chǎn)業(yè)鏈26-273.2.3 動漫人才緊缺273.2.4 產(chǎn)業(yè)發(fā)展資金短缺27-283.3 中國動漫市場新的成長方向28-313.3.1 電視動漫產(chǎn)業(yè)28-293.3.2 網(wǎng)絡(luò)動漫產(chǎn)業(yè)293.3.3 手機(jī)動漫產(chǎn)業(yè)29-31第4章

16、中國動漫產(chǎn)業(yè)發(fā)展前景及投資分析31-404.1 產(chǎn)業(yè)發(fā)展前景預(yù)測31-324.1.1 產(chǎn)業(yè)成長與需求趨勢314.1.2 業(yè)內(nèi)企業(yè)格局的變化趨勢31-324.1.3 銷售渠道與銷售方式的變化趨勢324.2 動漫衍生品市場發(fā)展完善32-334.2.1 衍生品市場發(fā)展方向32-334.2.2 衍生品市場發(fā)展?jié)摿?34.3 中國動漫產(chǎn)業(yè)投融資特點(diǎn)33-404.3.1 動漫產(chǎn)業(yè)各類型資本運(yùn)作的特點(diǎn)33-374.3.2 不同類型動漫企業(yè)的投融資需求特征37-384.3.3 動漫產(chǎn)業(yè)投融資機(jī)制的經(jīng)驗(yàn)借鑒38-40第5章 后發(fā)型動漫企業(yè)特點(diǎn)及SWOT分析40-445.1 后發(fā)型動漫企業(yè)的特點(diǎn)40-425.1.1 動漫企業(yè)行業(yè)特點(diǎn)405.1.2 后發(fā)型動漫企業(yè)的主要特點(diǎn)40-415.1.3 動漫初創(chuàng)企業(yè)與其它行業(yè)初創(chuàng)企