北京爱狗狗动漫创意有限公司商业计划书

发布时间：2018-02-06 00:11

本文关键词： 动漫新媒体动漫 IP(版权) 动漫衍生产品商业计划书　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：在中国经济软着陆,限产能,众多企业被迫转型的困境下,作为文化创意产业,动漫不仅没有受影响,反而得到投资者的追捧和青睐。在各级政府的大力扶持下,我国动漫产业无论在内容还是技术上都有了量与质的飞跃。从内容上,国产原创动漫开始得到国人的认可和喜爱。同时,随着三维技术(3D)、虚拟现实(VR)及增强现实(AR)等高科技在动漫领域的广泛应用,动漫产业开始实现跨界融合。本文通过商业计划书的形式,综合运用SWOT分析、波士顿矩阵及营销4P等管理理论知识,从公司主要产品、商业模式及盈利模式、营销渠道、价格体系等方面进行分析,通过制定翔实的产品策略、价格策略、营销策略,对预期收益及融资进行评价和预测,并对风险进行分析,提出防范措施,帮助公司制定发展战略,指导公司运营和招商引资。本文运用文献研究法,通过收集、整理和分析与动漫产业有关的文献资料来对商业计划书中的各关键点进行分析,帮助公司决策;文章还采用案例分析法,通过对国内外有影响力的动漫企业进行分析,如华特迪士尼、奥飞娱乐、三辰卡通等公司,总结成功经验,吸取失败教训;本文运用更多的是实地调查法,通过对话国内外动漫行业资深人士,了解全球及中国动漫产业的现状,并与创始人及核心团队反复多次开会沟通,集思广益,共同决策。本文的创新点在于引入新媒体动漫的概念,指出新媒体动漫在动漫产业发展过程中扮演的重要角色。公司营销渠道的建设重点也将放在移动App平台及微信公众号的创建,希望公司发展可以通过新媒体动漫起到事半功倍、突飞猛进的效果。综上所述,北京爱狗狗动漫创意有限公司所拥有的资源及其商业模式具有核心竞争力,产品设计定位清晰,营销策略切实可行,是个具有发展前景、值得投资者密切关注的公司。
[Abstract]:In China's economic soft landing, limited production of energy, many enterprises forced to transform the plight, as a cultural and creative industry, animation is not affected. On the contrary, it has been sought after and favored by investors. With the support of the governments at all levels, the animation industry of our country has made a leap in quantity and quality, both in content and in technology. At the same time, with the 3D technology, virtual reality (VR) and augmented reality (ARR) and other high-tech in the field of animation is widely used. Animation industry began to achieve cross-border integration. This paper through the form of business plans, comprehensive use of SWOT analysis, Boston matrix and marketing 4P management theory, from the company's main products. Business model and profit model, marketing channels, price system and other aspects of analysis, through the formulation of full product strategy, price strategy, marketing strategy, the expected income and financing for evaluation and prediction. And the risk analysis, put forward preventive measures to help the company formulate development strategies, guide the company operations and attract investment. This paper uses the literature research method, through collection. Collate and analyze the documents related to the animation industry to analyze the key points in the business plan to help the company to make decisions; The article also uses case analysis, through the analysis of influential animation companies at home and abroad, such as Walt Disney, Alpha Animation & Culture, Sanchen Cartoon and other companies, summed up the successful experience, draw lessons from failure; This article uses more field investigation method, through the dialogue domestic and foreign animation industry senior personage, understands the global and the Chinese animation industry present situation, and with the founder and the core team repeatedly meets many times, the brainstorming. The innovation of this paper is to introduce the concept of new media animation. Pointed out that the new media animation in the animation industry in the development process played an important role. The company's marketing channels will also focus on mobile App platform and WeChat Official account. Hope that the development of the company through the new media animation can play a multiplier effect, by leaps and bounds. To sum up, Beijing Dogs Animation Creative Co., Ltd. has the resources and business model has core competitiveness. Product design is a company with clear positioning and feasible marketing strategy, which is worthy of investors' close attention.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124

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