上海城漫漫画有限公司企业发展战略研究

发布时间：2018-02-14 05:28

本文关键词： 动漫产业发展战略衍生品　出处：《上海交通大学》2012年硕士论文　论文类型：学位论文

【摘要】：上海城漫漫画有限公司成立于2006年，之前一直致力于青少年漫画作品的开发、销售和形象授权等业务。为了更好的顺应国内动漫产业现状，挖掘企业自身优势，继续发展企业规模，本文旨在为公司之后的五年发展战略，提供转型意见。首先，本文分别在宏观层面阐述了中国动漫产业发展现状、产业链情况和国外先进国家的对比分析以及未来动漫企业的发展趋势；其次，在中观层面，，分析了中国动漫产业的衍生品市场、动画制作和播映市场，并对儿童动漫和青少年动漫的细分市场做了对比分析；最后在微观层面，分析了公司的现况、优势和发展瓶颈。然后，本文运用了温德尔·史密斯的STP分析法和迈克尔·波特的五力模型，制定出符合公司后五年的发展战略，认为公司应该在保存青少年漫画市场影响力的同时，大力投入少儿动画片制作，通过播映渠道优势带动早教类动漫衍生产品的销售的经营模式。在衍生产品的设计上，借鉴巧虎在中国的成功案例，定位“市场补缺者”的角色，填补同类产品在市场上的空白；在市场推广过程中，需要由“零和竞争”状态向B to B共赢模式过渡，并最终占领目标市场。之后，本文对战略执行过程中的产品和推广提出建议，并在产品性价比、人才选择和储备、知识产权保护方面提出了问题和建议。
[Abstract]:Shanghai city man cartoon Co. Ltd was established in 2006, before the development of teenagers has been committed to comics, sales and image licensing and other business. In order to better conform to the status of the domestic animation industry, mining enterprises of their own advantages, continue to scale the development of enterprises, this paper aims to serve the company after five years of development strategy, provide the transformation of views.
Firstly, this paper introduces the current situation of the development of animation industry China at the macro level, comparative analysis of industry chain and the foreign advanced countries and the future development trend of animation enterprises; secondly, at the meso level, analyzes the China animation industry derivatives market, animation production and broadcast market, and for children and adolescents animation animation segments the market to do a comparative analysis; finally, at the micro level, analyzes the company's situation, advantage and development bottleneck.
Then, this paper uses the five forces model STP analysis and Michael Porter Wendell Smith, developed in line with the development strategy of five years after the company, that the company should be kept in the influence of teenagers' market at the same time, vigorously into the children's animation, through the broadcast channels advantage led to early animation derivatives class sales business model in the design. Derivative products, learn from the successful tiger in Chinese, positioning "niche market" role, to fill the blank of similar products in the market; in the market to promote the process, required by the "zero sum competition" B to B state to win mode transition, and eventually occupied the target market.
After that, this paper puts forward suggestions for products and promotion in the process of strategic implementation, and puts forward some problems and suggestions in terms of product cost performance, talent selection and reserve, and intellectual property protection.

【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124

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