湖南拓维手机动漫发展策略研究
发布时间：2018-12-11 03:09
【摘要】：伴随着互联网的飞速发展,如今的世界不仅是经济的全球化,更呈现出文化的趋同性,动漫产业便是互联网载体下孕育出来的新兴文化产业,被誉为二十一世纪最具发展潜力的高科技朝阳产业,目前,全球动漫产业产值2288亿美元,与动画相关的衍生产品产值超过5000亿元,已经形成了庞大的产业。 在巨大的市场潜力下,也带来了巨大的竞争压力,湖南拓维信息系统股份有限公司,正是在这样的情况下突破了传统动漫的发展方式与道路,抓住我国手机日益普及、手机功能逐步完善的契机,跳出以往动漫制片只针对幼龄儿童的思维模式,针对手机用户的不同年龄层,走出了手机动漫的新路子,成为了中国动漫第一股。 本文运用SWOT分析方法,研究湖南拓维信息系统股份有限公司发展手机动漫的宏观环境、竞争环境、内部因素等,探讨其发展的优势、劣势、机遇与挑战,并结合SWOT分析结果,对现行的拓维经营策略进行对比分析,提出今后拓维手机动漫发展的可行性策略,包括原创品牌策略、市场竞合策略等等,并提出了促进手机动漫发展策略充分发挥效应的保障措施。
[Abstract]:With the rapid development of the Internet, the world today is not only the globalization of economy, but also the convergence of culture. The animation industry is the emerging cultural industry under the Internet carrier. Known as the most potential high-tech sunrise industry in the 21 century, at present, the global animation industry output value of 228.8 billion US dollars, animation related derivatives output value of more than 500 billion yuan, has formed a huge industry. Under the huge market potential, it has also brought enormous competition pressure. Hunan Tuowei Information system Co., Ltd. has broken through the development mode and road of traditional animation under such circumstances, and grasped the increasing popularity of mobile phones in our country. Mobile phone function gradually improve the opportunity to jump out of the past animation production only for young children thinking mode, aimed at mobile phone users of different age groups, out of a new way of mobile animation, became the first Chinese animation. Using SWOT analysis method, this paper studies the macro environment, competitive environment and internal factors of the development of mobile animation in Hunan Tuowei Information system Co., Ltd., discusses its development strengths, weaknesses, opportunities and challenges, and combines with the results of SWOT analysis. By comparing and analyzing the current operation strategies, the paper puts forward the feasible strategies for the development of mobile animation in the future, including original brand strategy, market competition strategy, and so on. And put forward to promote mobile phone animation development strategy to give full play to the effect of safeguards.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F719;F626
本文编号：2371753
[Abstract]:With the rapid development of the Internet, the world today is not only the globalization of economy, but also the convergence of culture. The animation industry is the emerging cultural industry under the Internet carrier. Known as the most potential high-tech sunrise industry in the 21 century, at present, the global animation industry output value of 228.8 billion US dollars, animation related derivatives output value of more than 500 billion yuan, has formed a huge industry. Under the huge market potential, it has also brought enormous competition pressure. Hunan Tuowei Information system Co., Ltd. has broken through the development mode and road of traditional animation under such circumstances, and grasped the increasing popularity of mobile phones in our country. Mobile phone function gradually improve the opportunity to jump out of the past animation production only for young children thinking mode, aimed at mobile phone users of different age groups, out of a new way of mobile animation, became the first Chinese animation. Using SWOT analysis method, this paper studies the macro environment, competitive environment and internal factors of the development of mobile animation in Hunan Tuowei Information system Co., Ltd., discusses its development strengths, weaknesses, opportunities and challenges, and combines with the results of SWOT analysis. By comparing and analyzing the current operation strategies, the paper puts forward the feasible strategies for the development of mobile animation in the future, including original brand strategy, market competition strategy, and so on. And put forward to promote mobile phone animation development strategy to give full play to the effect of safeguards.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F719;F626
【引证文献】
相关硕士学位论文 前1条
1 李翔宇;新媒体语境下的动漫品牌建设[D];山东大学;2013年
，本文编号：2371753
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