长江动画盈利模式研究

发布时间：2018-03-31 20:40

本文选题：动画企业　切入点：盈利模式　出处：《华中科技大学》2008年硕士论文

【摘要】： 本论文研究的问题是在市场经济环境下国内动画企业盈利模式的研究。随着中国经济的高速发展和人民物质文化生活的需求增长,为国内动画企业的创造了巨大的市场潜力;同时,国家相关动画产业政策的出台为国内动画企业的快速发展提供了重大的机遇。但中国动画企业特别是还在求生存阶段的中小型动画企业,从一开始就面临着激烈和复杂的竞争环境。对中国动画产业来说,如何打造适合自己的盈利模式成为众多动画企业所关心的问题,同时也是中国动画产业竞争力提高的关键所在。本论文通过收集大量数据,对国内外动漫产业的竞争格局、市场化程度及盈利模式等进行了研究和探讨;然后以笔者服务的长江动画为案例,针对其当前所处的外部竞争环境及内部竞争优、劣势等进行了分析;并以上述研究结果,提出备选方案和评价。最后根据确定的备选方案拟定实施计划和行动方案。本论文运用SWOT分析法、对比分析法以及文字图表等工具,将笔者在MBA课程中所学的知识应用于自身所服务的企业,以达到理论与实践相结合的目的。本文研究给出了国内动画企业制定盈利模式的方法和案例,希望能为国内动画企业提供参考。通过研究笔者深该体会到,只有在产业链的背景下分析企业的价值链,才可以找到其盈利模式特征。一个正确的盈利模式直接关系到国内动画企业的生存和发展的机会,是企业持续盈利和良性发展的基础。
[Abstract]:With the rapid development of Chinese economy and the increasing demand of people's material and cultural life, this paper has created huge market potential for domestic animation enterprises. At the same time, the introduction of the relevant national animation industry policy provides a great opportunity for the rapid development of domestic animation enterprises. However, Chinese animation enterprises, especially small and medium-sized animation enterprises, are still in the stage of survival. From the beginning, it has been facing a fierce and complicated competitive environment. For the Chinese animation industry, how to build a profit model suitable for itself has become a concern of many animation enterprises. At the same time, it is also the key to improve the competitiveness of Chinese animation industry. Through collecting a lot of data, this paper studies and discusses the competition pattern, marketization degree and profit model of animation industry at home and abroad, and then takes the Yangtze River Animation as a case, which is served by the author. This paper analyzes the external competitive environment and the advantages and disadvantages of internal competition, and puts forward the options and evaluation according to the above research results. Finally, the implementation plan and action plan are drawn up according to the determined options. This paper uses SWOT analysis, contrast analysis, text chart and other tools to apply the knowledge learned in the MBA course to the enterprises they serve, in order to achieve the purpose of combining theory with practice. This paper gives the methods and cases of domestic animation enterprises to establish profit model, hoping to provide reference for domestic animation enterprises. Through the study, the author deeply understands that only under the background of industry chain, the value chain of enterprises can be analyzed. A correct profit model is directly related to the survival and development opportunities of domestic animation enterprises and is the basis of sustainable profit and benign development of enterprises.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719

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