中国动漫期刊竞争力与竞争策略研究

发布时间：2018-03-03 17:14

本文选题：动漫期刊　切入点：发展现状　出处：《湖南师范大学》2010年硕士论文　论文类型：学位论文

【摘要】： 进入21世纪以来,动漫产业在国家一系列优惠政策的推动下,已经成为中国文化创意产业发展最具活力的先锋军。因此,有关动漫产业方面的研究,也越来越来成为学界和业界关注的热点。作为动漫产业的重要创意载体及其产业链延伸的基础环节,动漫期刊的重要地位也日益凸现。历经了《北京卡通》、《新干线》、《动漫时代》等一批刊物的休刊冲击后,近两年以来,动漫期刊逐渐从期刊市场破土而出,进而稳步发展,迎来新的春天。随着《漫友》、《知音漫客》、《米老鼠》、《幽默大师》等品牌动漫期刊在市场上站稳脚跟,《花园宝宝》、《虹猫蓝兔》、《喜羊羊与灰太狼》、《小樱桃》等众多新创办的动漫期刊也纷纷进入市场,争夺读者,竞争越来越激烈。那么,动漫期刊如何进一步构建其竞争优势,强化其竞争能力呢?这正是本文探讨的主要问题。本文首次以被誉为“竞争战略之父”的迈克尔·波特提出的驱动产业竞争的“产业竞争五力模型”为理论框架,探讨我国动漫期刊行业竞争中的5种基本竞争力量进行一一探究,在分析我国动漫期刊在竞争发展过程中遇到的相关问题,站在更广阔的视野上把握当今国内动漫期刊行业内的竞争态势,以更具针对性、更有差异化的竞争战略有效提升自身竞争力。第一章主要阐述了研究背景与意义、国内外研究现状、主要内容与创新之处及其研究方法；第二章具体从地域分布、种类划分、市场状况和读者状况4个方面分析了我国动漫期刊的发展现状,并提出强大竞争力的缺失是我国动漫期刊所面临的最大不足；第三章引入波特的“产业竞争五力模型”作为研究的理论框架,逐一探讨动漫期刊行业的供应方、购买方、业内竞争者、潜在进入者和替代者这5种基本竞争力量在市场竞争中的实际状况和相互作用,对动漫期刊的竞争环境进行分析,从而发现动漫期刊在行业竞争中存在原创精品漫画缺少、市场定位趋同、读者细分不充分、赢利模式单一、人才资源缺乏等问题；第四章主要在整体把握动漫期刊行业竞争态势的基础上,从横向和纵向两种角度对动漫期刊如何提升其竞争力提出5项竞争策略,即挖掘民族特色,鼓励原创漫画；塑造品牌个性,形成市场差异；实施全程营销,构建推广网络；跨越纸媒局限,拓展经营方式；整合出版资源,对接动漫产业,从而为动漫期刊的发展提供某些理论的借鉴和现实的启示。
[Abstract]:Since 21th century, the animation industry has become the most dynamic pioneer in the development of China's cultural and creative industries, driven by a series of preferential policies. As an important creative carrier of the animation industry and the basic link of the extension of the industrial chain, the important status of animation periodicals is also increasingly prominent. After a series of publications such as Beijing Cartoon, Shinkansen, Animation Age, etc., which have been suspended from publication, over the past two years, animation periodicals have gradually come out of the periodical market and developed steadily. Welcome to the new spring. Along with the brand animation periodicals such as "Romantic Friends", "confidant Man", "Mickey Mouse", "Master humor" and so on, "Garden Baby", "Rainbow Cat Blue Rabbit", "Happy Sheep and Grey Wolf", "Little Cherry" and so on. Animation periodicals have also entered the market. Competition for readers, the competition is becoming more and more fierce. So, how to further build its competitive advantage and strengthen its competitive power? This is the main problem this paper is looking at. For the first time, this paper is based on the five-force model of industrial competition, which is proposed by Michael Porter as the "father of competitive strategy." This paper probes into the five basic competitive forces in the competition of Chinese animation periodical industry and analyzes the related problems encountered in the process of competition and development of our country's animation periodicals. Standing in a broader field of vision to grasp the current domestic animation periodical industry competition situation in order to more targeted more differentiated competitive strategy to effectively enhance their own competitiveness. The first chapter mainly elaborates the research background and significance, the domestic and foreign research present situation, the main content and the innovation place and the research method; the second chapter concretely from the geographical distribution, the category division, This paper analyzes the development status of animation periodicals in China from four aspects: market situation and readers' situation, and points out that the lack of strong competitiveness is the biggest deficiency faced by Chinese animation periodicals. The third chapter introduces Porter's "five Force Model of Industry Competition" as the theoretical framework to discuss the suppliers, buyers and competitors of the animation periodical industry one by one. The actual situation and interaction of the five basic competitive forces of potential entrants and substitutes in the market competition are analyzed, and the competitive environment of the animation periodicals is analyzed, and it is found that there is a lack of original high-quality cartoons in the competition of animation periodicals in the industry. Market orientation converges, reader segmentation is not sufficient, profit model is single, talent resources are lacking, etc. Chapter 4th is mainly based on the overall grasp of the competition situation of animation periodical industry. From the horizontal and vertical angles, this paper puts forward five competitive strategies on how to enhance the competitiveness of animation periodicals, that is, excavating national characteristics, encouraging original comics, shaping brand personality, forming market differences, implementing the whole process of marketing, and constructing the promotion network. In order to provide some theoretical reference and practical enlightenment for the development of animation periodicals, the paper tries to transcend the limitations of print media, expand the management mode, integrate publishing resources, and link up with the animation industry.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.2-F

【引证文献】