动漫杂志新产品开发及产销协同运作方案设计

发布时间：2018-03-24 05:21

本文选题：动漫杂志　切入点：内容制作　出处：《东华大学》2017年硕士论文

【摘要】：动漫杂志作为动漫产业的重要一环,近年来正飞速发展,《知音漫客》《漫画世界》等杂志已成为我国青少年的重要阅读对象。随着二次元文化的兴起,动漫杂志在我国青少年的生活和学习中正扮演越来越重的角色。本文选取T公司新动漫杂志开发项目为研究对象,综合运用实地调查法、文献分析法、流程分析法、定量分析法、SWOT分析法和选址优化等研究方法,分析动漫杂志的市场情况、内容情况、生产情况和销售情况等,设计T公司动漫杂志的开发方案。首先,本文运用SWOT分析法分析T公司从事动漫杂志开发的优劣势和市场机遇与挑战,提出T公司应走增长和多经营结合的发展战略,市场定位为:快乐青春,原创国漫。进而分析动漫杂志的产销流程,包括杂志的内容制作流程、印刷流程、物流配送流程、发行流程等,发现需要关注的主要问题及开发思路,包括动漫杂志需重视内容创新、控制印刷成本、优化配送方式、降低配送成本和发行成本。然后,在内容方面,围绕市场定位,确定读者对象为青少年。为适应青少年的互动需求和内容创新,提出采编一体化的实施方案,强调责任编辑作为项目负责人,不仅把关漫画内容,还要根据漫画内容创作互动栏目,把作者、读者直接联系起来,让两者的思维火花直接碰撞,使作品更具生命力。在内容制作方面,提出与工作室合作、挖掘新人新作和采取转移支付方式降低制作成本。再次,在战略层面,针对动漫杂志在产销流程上潜在的问题提出产销协同策略。通过协同计划、预测和补货,降低退货率。通过控制退货率,降低“牛鞭效应”和逆向物流。通过与经销商协同营销,将杂志品牌做大做强。提出多环节联动策略:印刷企业、印制部、发行部、经销商、物流公司、储运部等多环节联合行动,形成高效运转的有机整体。同时,基于动漫杂志生产成本分析,提出放弃自备纸张,转而由印刷企业代料;建议礼品以纸质印刷品为主,注重礼品创新,降低生产成本。针对动漫杂志质量要求高,印刷时间短的特点,建议T公司依靠网络技术,建设生产协同,加强印刷管理,力争实现实时同步反馈和质量同质化。最后,在运作层面,根据杂志印刷、物流、发行的特点,提出构建以分印点为中心的发行和物流网络的总体方案,解决经销商的全覆盖与快速配送问题。阐述分印点的选择策略:应综合考察区域辐射能力、销售需求、产能、配送能力和服务水平,力争做到区域印刷、区域配送、区域销售。通过分印网络选址模型确定选址方案,然后进一步阐述供应商选择策略。在印刷方面,根据杂志发展阶段,分步推进印刷战略布局。在物流方面,重点考察区域配送能力和现代化服务水平,结合印刷布局逐步增加物流商,进而实现协同配送,提高配送效率、降低物流成本、提高服务水平。
[Abstract]:As an important part of the animation industry, animation magazines have been developing rapidly in recent years. Magazines such as "comics world" have become an important reading object for young people in our country. With the rise of quadratic element culture, Animation magazine is playing a more and more important role in the life and study of young people in our country. This paper selects T company new animation magazine development project as the research object, synthetically uses the field investigation method, the literature analysis method, the process analysis method, Quantitative analysis method of SWOT analysis and site optimization, analysis of animation magazine's market situation, content, production and sales situation, design T company animation magazine development plan. This paper uses SWOT analysis method to analyze the advantages and disadvantages of T Company in the development of animation magazine and the market opportunities and challenges, and puts forward that T Company should take the development strategy of combination of growth and multi-management. The market positioning is: happy youth, Original country. Then analyze the animation magazine production and marketing process, including the magazine content production process, printing process, logistics distribution process, distribution process, and find the main problems and development ideas. Including animation magazine should pay attention to content innovation, control printing costs, optimize distribution methods, reduce distribution costs and distribution costs. Then, in terms of content, around the market positioning, In order to adapt to the interactive needs and content innovation of teenagers, the author puts forward an integrated program of collection and editing, emphasizing that responsible editors, as project leaders, not only check the content of comic books, We should also create interactive columns based on the content of comics to directly connect the author and the reader, so that the two minds can directly collide with each other, so that the work will become more alive. In terms of content production, it is proposed to cooperate with the studio. Third, at the strategic level, to solve the potential problems in the production and marketing process of animation magazine production and marketing coordination strategy. Through collaborative planning, prediction and replenishment, Reduce the return rate. By controlling the return rate, reducing "bullwhip effect" and reverse logistics. Through co-marketing with dealers to make the magazine brand bigger and stronger. Put forward multi-link linkage strategy: printing enterprises, printing department, distribution department, distributors, Logistics companies, storage and transportation departments and other multi-link joint action to form an organic whole of efficient operation. At the same time, based on the analysis of the production costs of animation magazines, it is proposed to give up their own paper and instead be replaced by printing enterprises; it is suggested that the gifts should be mainly printed on paper. Focusing on gift innovation and reducing production costs. In view of the high quality requirements and short printing time of animation magazines, it is suggested that T company rely on network technology, build production coordination, and strengthen printing management. Finally, at the operational level, according to the characteristics of magazine printing, logistics and distribution, the overall scheme of building distribution and logistics network with printing point as the center is put forward. To solve the problem of full coverage and rapid distribution of distributors. Expound the selection strategy of printing points: we should comprehensively investigate the regional radiation capacity, sales demand, capacity, distribution capacity and service level, strive to achieve regional printing, regional distribution, Regional sales. Through printing network location model to determine the location scheme, and then further elaborate the supplier selection strategy. In printing, according to the magazine development stage, step by step to promote the layout of printing strategy. In terms of logistics, Focus on the regional distribution capacity and modern service level, combined with printing layout to gradually increase logistics providers, and then achieve collaborative distribution, improve distribution efficiency, reduce logistics costs, improve service level.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G237.5-F

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