基于微笑曲线的中国动漫产业模式分析
发布时间：2018-07-17 06:20
【摘要】：“微笑曲线”是诞生于上世纪90年代初的一套企业中长期发展策略理论,最初用以指导制造业企业的战略规划,引导企业将经营重点合理地转入产业链当中附加值较高的环节。此后近20年间,微笑曲线理论在实践中进一步丰富,被证明了在其他许多行业的实践中同样具有指导意义,其中包括了“永远的朝阳产业”——动漫产业。 中国的动漫产业在近些年取得了长足的发展：金融危机中逆势上扬、动画片产量节节攀升、衍生品市场方兴未艾、动漫节如火如荼。但是在这份成绩单背后,中国动漫产业还存在很多问题,其中包括创意人才缺乏、盗版猖獗、强势品牌数量少等,这些问题最终都可以归结为动漫产业链的失调。 本文在宏观上通过SWOT分析法总结了以上的问题,研究中国动漫产业在国际竞争中的位置；在微观上采用横向比对法和个案分析法,以《喜羊羊与灰太狼》以及《魔比斯环》两部极具代表性的国产动漫作品为研究对象,用微笑曲线的思维分析他们截然不同的产业链模式,得出成败原因。 通过归纳整理,本文基于对“动漫产业微笑曲线”的理解,从企业和政府两方面,给出完善动漫产业链的合理化建议。
[Abstract]:The "smile curve" is a set of enterprise medium and long-term development strategy theory, which was born in the early 90s of the last century. It was originally used to guide the strategic planning of the manufacturing enterprises and guide the enterprises to transfer the focus of business into the industrial chain with a higher value. In the past 20 years, the theory of the smile curve has been further enriched and proved in practice. It has the same guiding significance in many other industries, including the "eternal sunrise industry" - the animation industry.
China's animation industry has made great progress in recent years: the financial crisis has risen, the output of cartoon is rising, the derivatives market is in the ascendant, and the animation festival is in full swing. But behind this report card, there are still many problems in the Chinese animation industry, including the lack of creative talents, rampant piracy, and the number of strong brands. Less, these problems can ultimately be attributed to the imbalance of the animation industry chain.
In this paper, the above problems are summed up by SWOT analysis, and the position of Chinese animation industry in international competition is studied. In the microcosmic, the horizontal alignment and case analysis are used to study the two typical domestic anime and animation works, such as "happy sheep and grey wolf >" and "magic ring", and the thinking of the smile curve. Analysis of their different industry chain model, and the reasons for success or failure.
Based on the understanding of the "smiling curve of animation industry", this paper gives the rationalization proposals for perfecting the animation industry chain from two aspects, the enterprise and the government.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G124
本文编号：2129374
[Abstract]:The "smile curve" is a set of enterprise medium and long-term development strategy theory, which was born in the early 90s of the last century. It was originally used to guide the strategic planning of the manufacturing enterprises and guide the enterprises to transfer the focus of business into the industrial chain with a higher value. In the past 20 years, the theory of the smile curve has been further enriched and proved in practice. It has the same guiding significance in many other industries, including the "eternal sunrise industry" - the animation industry.
China's animation industry has made great progress in recent years: the financial crisis has risen, the output of cartoon is rising, the derivatives market is in the ascendant, and the animation festival is in full swing. But behind this report card, there are still many problems in the Chinese animation industry, including the lack of creative talents, rampant piracy, and the number of strong brands. Less, these problems can ultimately be attributed to the imbalance of the animation industry chain.
In this paper, the above problems are summed up by SWOT analysis, and the position of Chinese animation industry in international competition is studied. In the microcosmic, the horizontal alignment and case analysis are used to study the two typical domestic anime and animation works, such as "happy sheep and grey wolf >" and "magic ring", and the thinking of the smile curve. Analysis of their different industry chain model, and the reasons for success or failure.
Based on the understanding of the "smiling curve of animation industry", this paper gives the rationalization proposals for perfecting the animation industry chain from two aspects, the enterprise and the government.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G124
【引证文献】
相关期刊论文 前1条
1 向红梅;黄志平;;基于微笑曲线的个性化技能型人才培养模式研究——以电子商务市场调研为例[J];科技管理研究;2012年21期
，本文编号：2129374
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