基于技术轨道理论的中国动画企业商业模式研究

发布时间：2018-03-10 13:30

本文选题：技术轨道理论　切入点：动画企业　出处：《东北大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,随着“文化走出去”国家战略的提出,以及经济结构调整的需要,动画企业的发展受到国家高度重视。经过十年的大力发展,中国动画企业虽然取得了一定成绩,但是目前在发展过程中面对许多棘手的问题。本文以动画技术进步为主线研究动画企业商业模式的理论,希望从企业管理角度切入解决动画企业发展所遇到的问题,能够为中国动画企业的发展提供新的思路。因此本文的研究内容主要包括以下三个方面：(1)研究动画产业的技术轨道。结合已有技术轨道理论和动画技术发展特点,从动画制作技术和动画传播技术两个方面研究动画产业的技术轨道。动画制作技术主要由传统动画制作技术转变为计算机动画制作技术,其遵循原则是：动画制作成本不断降低,动画制作效率不断提高以及动画表现内容更加丰富。动画传播技术的进步使得动画传播由单一传播窗口电影发展到目前的电影、电视、网络和手机多个传播窗口。动画传播技术的发展遵循原则是动画传播窗口不断增多,动画传播范围不断扩大以及消费者更加方便地接触。动画制作技术和动画传播技术的发展特点是出现时间的交替性和两种技术之间相互作用。(2)构建动画企业的商业模式理论模型。基于动画技术对于商业模式的深刻影响,将动画企业商业模式发展历程分为三个阶段；动画单窗口传播阶段,动画双窗口传播阶段,动画多窗口传播阶段。在动画企业商业模式的不同发展阶段,采用案例分析法研究动画企业在动画播映环节和衍生品开发环节的经营运作方式。通过总结动画企业商业模式变化规律,以及根据商业模式的系统理论,建构动画企业商业模式的理论模型。(3)评价中国动画企业现有的商业模式以及提出发展对策。根据动画企业商业模式系统表现中产品、技术、运营三者之间的关系,建构动画企业商业模式三维评价模型。利用动画企业商业模式三维评价模型评价分别代表现有三种商业模式的三家企业：湖南三辰、天津神界、广东奥飞。根据评价的结果,指出中国动画企业商业模式的发展方向应为合理利用动画传播多窗口的“广东奥飞”商业模式。明确动画企业的商业模式发展方向之后,提出在技术进步的背景下中国动画企业具体的发展对策。本文首先研究动画产业的技术轨道,然后以动画技术进步为主线,利用案例分析法研究在动画企业商业模式发展的不同阶段具体的经营运作方式,建构动画企业商业模式理论模型。根据动画企业商业模式三维评价模型,采用定性与定量相结合的方法分析现有的中国动画企业商业模式,指出中国动画企业商业模式的发展方向。
[Abstract]:In recent years, with the national strategy of "culture going out" and the need of economic restructuring, the development of animation enterprises has been highly valued by the state. After a decade of vigorous development, Chinese animation enterprises have made certain achievements. However, there are many thorny problems in the process of development. This paper studies the theory of business model of animation enterprises based on the development of animation technology, hoping to solve the problems encountered in the development of animation enterprises from the perspective of enterprise management. It can provide a new way of thinking for the development of Chinese animation enterprises. Therefore, the research content of this paper mainly includes the following three aspects: 1) studying the technological track of animation industry. This paper studies the technological track of animation industry from two aspects: animation production technology and animation dissemination technology. Animation production technology mainly changes from traditional animation production technology to computer animation production technology. The principle is that the cost of animation production is decreasing, the efficiency of animation production is improving, and the content of animation is becoming richer. The development of animation communication technology follows the principle that animation transmission windows are increasing. The development of animation production technology and animation communication technology is characterized by the alternation of emergence time and the interaction between the two technologies. Based on the profound impact of animation technology on business models, The development process of animation enterprise business model is divided into three stages: animation single window propagation stage, animation double window propagation stage, animation multi-window propagation stage. This paper uses case analysis method to study the operation mode of animation enterprise in animation broadcasting and derivatives development. By summarizing the changing law of animation enterprise's business model, and according to the system theory of business model, Based on the relationship among products, technology and operation in the business model system of animation enterprises, this paper evaluates the existing business models of animation enterprises in China and puts forward some development countermeasures. This paper constructs a three-dimensional evaluation model of animation enterprise business model. Using the three-dimensional evaluation model of animation enterprise business model, it represents the three existing business models: Sanchen in Hunan, Shenjie in Tianjin, and Aofei in Guangdong. It is pointed out that the development direction of the commercial model of Chinese animation enterprises should be the "Guangdong Aofei" business model with reasonable use of multi-window animation dissemination. This paper first studies the technological track of animation industry, and then takes animation technology progress as the main line. By using the case analysis method, this paper studies the specific operation mode of the animation enterprise business model at different stages of development, and constructs the animation enterprise business model theory model. According to the animation enterprise business model three-dimensional evaluation model, This paper analyzes the existing commercial models of Chinese animation enterprises by combining qualitative and quantitative methods, and points out the development direction of the commercial models of Chinese animation enterprises.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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