吉林动漫集团发展战略研究

发布时间：2018-04-26 18:16

本文选题：动画企业 + 产业链　；参考：《吉林大学》2012年硕士论文

【摘要】：作为文化创意产业的新兴代表，我国的动漫企业近年来蓬勃兴起。目前全国动漫企业的数量已经超过了10000家，动漫行业的从业人员数量超过了20万人。2000年以来，中国制造的电视动画片在质量上有了明显的进步，动画影片的制作水平也显著提高，国产动画作品在电视台播放的数量稳步上升，播出费用收入开始在动画企业的全部收入中占到更高的比例。国产动画企业的运营能力得到了锻炼和提高，整个动画产业的经济效益开始显现。我国动漫产业的产业结构从外包加工服务为主开始转向了自主生产原创动漫作品。虽然我国制作完成的动画作品的数量飞速增长，但我国距离动漫强国的目标仍然有相当的差距。原因在于国内自主制作完成的动画作品，平常普通的较多，具有突出主题形象能引起广泛共鸣的还比较少。要使中国制造的动漫作品达到思想性、艺术性和观赏性的统一，中国动漫企业还要付出艰苦的努力。我国动漫企业发展暂时落后于国外企业的原因主要有四个方面，一是国家在产业发展之初，没有进行全行业的统一的整体规划和设计，企业基本上是自发发展、自由发展的状态，这直接导致了到目前为止，在我国，完整的动漫产业链条仍然未能形成。二是资金规模的原因限制了动漫企业的发展。在我国的动漫行业中，小企业偏多，他们的经营策略是模糊的，摸索着发展，大多数企业都没有形成清楚的发展战略和发展思路。三是动漫产业属于创意产业，而目前我国的动漫企业的主创团队大部分缺乏丰富的想象空间和讲故事的能力，新鲜的创意，系统的营销规划能力也很缺乏。四是在我国还没有形成健全的知识产权保护体系。知识产权方面法律法规的出台相比实际需求来说相对滞后，国家对企业的知识产权保护措施还非常有限。导致企业投入了大量的资金和精力创作出来的动漫作品及相关衍生产品经常遭遇侵权盗版，严重损伤了企业的原创积极性。为了解决这些困难和问题，加快我国动漫企业追赶世界动漫强国的脚步，为我国正在成长发展中的动漫企业助力，近年来，国家相继出台了一系列的文件和政策对动漫产业加大了保护和扶持的力度。在强大的政策支撑下，更多的资金开始流入动漫行业。尽管其中不少企业陷入资金断流、折戟而归的困境，但依然无法阻挡这个数字继续攀升的态势。动漫企业要捕捉市场机会，占有更大的市场空间，在激烈的竞争中站稳并长久生存发展下去，必须在清楚认识形势的基础上，，基于企业自身的内部和外部资源情况制定清晰的企业发展战略。本文在介绍动漫行业相关的基本概念的基础上，对吉林动漫集团发展的外部环境和内部资源进行了分析，运用SWOT分析法对集团的资源进行了匹配，然后基于集团的愿景、使命以及近三年发展目标，从公司层面、业务层面和职能层面尝试提出了吉林动漫集团的企业发展战略以及实现该战略的保障措施。
[Abstract]:As a new representative of the cultural and creative industry, China's animation business has flourished in recent years. At present, the number of animation companies in China has exceeded 10000. The number of employees in the animation industry has exceeded 200 thousand people in.2000 years. The quality of TV animated cartoon made in China has been obviously improved, and the production level of animation film is also The number of domestic animation works is steadily increasing in the number of TV stations, and the income of the broadcasting costs has begun to take a higher proportion in all the revenue of the animation enterprises. The operation ability of the domestic animation enterprises has been exercised and improved, the economic benefits of the whole animation industry began to appear. Labor service mainly began to turn to independent production of original animation works.
Although the number of animation works made in our country is growing rapidly, there is still a considerable gap between the target of China and the animation power. The reason is that the domestic animation works are made by ourselves, common and common, and the prominent theme image can cause widespread resonance. Chinese animation companies must make painstaking efforts to integrate sex, artistry and appreciation.
There are four main reasons for the development of Chinese animation enterprises to lag behind foreign enterprises. First, the state has not carried out the Unified overall planning and design of the whole industry at the beginning of the industrial development. The enterprise is basically the state of spontaneous development and free development. So far, the whole chain of animation industry is still in our country, and the whole chain of animation industry is still in China. But two is the reason why the size of the capital limits the development of animation enterprises. In the animation industry in China, small enterprises are more and more, their management strategies are fuzzy, and their development, most of the enterprises have not formed a clear development strategy and development ideas. Three is the animation industry is a creative industry, and the current animation enterprises in China The main creation team of the industry lacks the rich imagination space and storytelling ability, the fresh creativity, the systematic marketing planning ability is also very short. Four is in our country has not yet formed the sound intellectual property protection system. The measures to protect the rights are still very limited. The animation and related derivative products that the enterprises have invested in a large amount of money and energy often suffer from piracy and piracy, which has seriously damaged the original enthusiasm of the enterprise.
In order to solve these difficulties and problems, to speed up the pace of China's animation enterprises to catch up with the world's animation power, and to help our country's growing and developing animation enterprises, in recent years, the state has issued a series of documents and policies to increase the protection and support of the animation industry. Under the strong policy support, more funds are opened. Although many of them have fallen into the plight of capital disconnection, but still unable to stop the rising trend of this number, animation companies need to capture market opportunities, occupy a larger market space, stand steady in the fierce competition and develop for a long time, and must be based on a clear understanding of the situation. Based on the internal and external resources of enterprises, a clear strategy for enterprise development is formulated.
Based on the introduction of the basic concepts related to the animation industry, this paper analyzes the external environment and internal resources of the development of Jilin animation group, and uses the SWOT analysis method to match the resources of the group, and then, based on the vision of the group, the mission and the development target of nearly three years, from the company level, the business level and the functional level. The enterprise development strategy of Jilin animation group and the safeguard measures to realize the strategy are put forward.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124

【参考文献】