我国动漫产品开发策略研究

发布时间：2018-06-01 15:16

本文选题：动漫产业 + 动漫企业　；参考：《江西财经大学》2010年硕士论文

【摘要】：在全球经济一体化的今天,动漫产业对于我国经济发展的重要性已然被人们广泛认同。进入新千年后,党和国家对我国动漫产业的发展给予了极大的关注。使得我国动漫产业在近几年有了迅速的发展,进入了一个全面兴起的阶段。尽管如此,很多动漫企业仍存在诸多问题。不少企业单单依靠国家津贴生存,缺少市场意识和长远战略。加之我国动漫企业间竞争日趋激烈,动漫企业和动漫产品的发展问题开始受到人们的极大关注。动漫产品作为文化产品的重要组成部分,其发展不仅关系到我国动漫企业的未来生存,更关系到我国动漫产业的未来发展。但目前我国动漫产品相较国外动漫产品缺乏竞争力,其生存形势不容乐观。因此,我国动漫企业选择何种产品开发策略应对国内外市场竞争则成为这些企业寻求发展时必须面对的问题。介于动漫产品开发对我国动漫产业发展的重要性,本文将研究视角集中于动漫产品开发策略,通过对我国动漫产品开发策略的研究了解现阶段我国动漫产品开发存在的问题,并找到相应的解决办法。本文首先介绍了动漫产品在我国的发展历程。然后运用PEST方法分析了影响我国动漫产品开发的宏观环境。详细阐述我国动漫产品开发的政治、经济、社会和技术环境。运用SWOT方法来分析制约我国动漫产品开发的微观环境。多方面总结我国动漫产品自身的优势、劣势、机会和威胁。通过宏观和微观分析形成对我国动漫产品开发环境的综合判断。之后根据当前我国动漫产品的现状分析得出我国动漫产品创意不够、目标受众定位局限、动漫产品生产落后和动漫品牌联系缺乏的四个主要问题。最后,针对这四个主要问题给出相对应的解决策略。区别于以往研究动漫产业的文章,本文主要的创新点在于全文以动漫产品为研究起点,针对当前影响动漫产业发展的关键因素——产品开发,着手研究我国动漫产业的发展策略。全文在分析问题时运用了管理学和营销学中的研究方法与分析工具,对动漫产品开发策略进行深度探讨。在全文最后两部分,重点结合产品开发过程得出我国动漫产品开发中存在的问题并且解决问题。通过运用波士顿矩阵分析动漫企业的产品品牌,阐述了动漫产品品牌之间应加强互动联系的观点。动漫企业应加强产品品牌的整体互动以确保资金、业务、市场几方面整体的发展。这也体现了本文对于动漫产品开发的新思路,即动漫企业在发展各类子品牌时需要有长远战略和整体思想,而非单一壮大或割裂管理。动漫企业应通过整体管理从而源源不断的缔造优秀动漫产品,实现企业的长远发展。
[Abstract]:In the global economic integration today, the importance of the animation industry to the economic development of our country has been widely recognized. After the new millennium, the party and the state have paid great attention to the development of the animation industry in our country. So, many animation companies still have many problems. Many enterprises rely on state subsidies to survive alone, lack of market awareness and long-term strategy. In addition, the competition between animation and animation enterprises in China is becoming increasingly fierce, and the development of animation and animation products has begun to receive great attention.
As an important part of cultural products, the development of animation products is not only related to the future survival of Chinese animation and animation enterprises, but also to the future development of China's animation industry. But at present, China's animation products are less competitive than foreign animation products, and their survival situation can not be happy. Strategy to deal with domestic and foreign market competition is the problem that these enterprises must face when they seek development. The importance of animation product development to the development of animation industry in China. This paper focuses on the research perspective on the strategy of animation product development, and through the research on the strategy of animation product development in China, we know the animation products in China at the present stage. Issue the existing problems and find the corresponding solutions.
This article first introduces the development course of animation products in China. Then it analyzes the macro environment that affects the development of animation products in China by using PEST method. It expounds the political, economic, social and technical environment of the development of animation products in our country. The SWOT method is used to analyze the micro environment which restricts the development of our country's dynamic product. National animation products own advantages, disadvantages, opportunities and threats. Through macro and micro analysis, the comprehensive judgment of the development environment of animation products in China is formed. After the analysis of the current situation of animation products in China, it is concluded that the creativity of animation products in China is not enough, the target audience localization is limited, the production lag of animation products and the link of animation brand are short. Four main problems of lack. Finally, the corresponding solutions to these four main problems are given.
Different from the previous research on animation industry, the main innovation of this paper is that the full text takes animation products as the starting point, and studies the development strategy of animation industry in China aiming at the key factor that affects the development of animation industry, which is the key factor which affects the development of animation industry. The full text applies the research methods in management and marketing in the analysis of the problem. In the last two parts of the full text, the problems existing in the development of animation products in China are solved and the problems are solved in the last two parts of the full text. Through the analysis of the product brand of anime and animation enterprises by using the Boston matrix, the interactive relationship between the animation products brand should be explained. Animation enterprises should strengthen the overall interaction of product brands to ensure the overall development of funds, business and market. This also embodies the new ideas for the development of animation products. That is, the animation enterprise needs long-term strategy and overall thought when developing various sub brands, but not a single expansion or split management. Through the overall management, we will create excellent animation products continuously and realize the long-term development of enterprises.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G124

【参考文献】