郑州小樱桃卡通艺术有限公司发展战略研究
发布时间：2019-01-26 12:22
【摘要】： 目前,动漫产业日益成为各国关注和发展的重点。而我国动漫产业还处于初级发展阶段,在原创能力、专业人才、产业链发展、政策环境等方面还存在很多问题。因此我国动漫企业的健康发展必须要有清晰的战略指导,必须要有明确的战略措施。 本文中所研究的郑州小樱桃卡通公司,是一个经过10年快速成长的国产原创动漫企业。一方面,公司具有较深的行业背景,拥有领先的原创动漫品牌,存在许多优势;另一方面,由于动漫产业具有较长的产业链条,且公司正处在关键转型时期,因此也就存在一些问题。所以,研究公司发展战略,尽快地实现公司的产业化、集团化、国际化目标是目前郑州小樱桃卡通公司面临的一个重大挑战。本文通过运用战略管理理论和PEST、SWOT等分析方法和工具,对行业宏观环境进行分析,指出了动漫行业发展的外部政治、法律、经济、社会和技术等方面的影响因素;利用市场分析、行业分析和竞争分析对郑州小樱桃卡通公司的外部环境进行了细致分析;同时,分析了郑州小樱桃卡通公司的现有内部资源和能力,并通过SWOT分析法对公司的发展战略做出了一些分析和建议,确定了公司的发展战略是以动漫内容产品为核心的多元化战略,并提出了原创战略、品牌战略、资源整合战略等具体发展战略。最后,从郑州小樱桃卡通公司的组织结构、人力资源、信息化和企业文化等方面,对战略实施的具体措施进行了初步的设计。 动漫产业是一个朝阳产业,但同时动漫产业又是一个风险性很高的产业。因此,本研究除了对小樱桃卡通公司今后的发展能够起到一定的指导作用外,也希望对其它动漫企业进行发展战略研究方面有着一定的参考价值。
[Abstract]:At present, animation industry has increasingly become the focus of attention and development of countries. But our country animation industry is still in the primary development stage, in the original ability, the specialized talented person, the industry chain development, the policy environment and so on aspect still has many questions. Therefore, the healthy development of Chinese animation companies must have clear strategic guidance, must have clear strategic measures. Zhengzhou Cherry Cartoon Company, studied in this paper, is a domestic original animation company after 10 years of rapid growth. On the one hand, the company has a deeper industry background, with the leading original animation brand, there are many advantages; On the other hand, because the animation industry has a long industrial chain, and the company is in a critical transition period, so there are some problems. Therefore, studying the development strategy of the company and realizing the industrialization, collectivization and internationalization of the company as soon as possible is a major challenge facing Zhengzhou Xiao Cherry Cartoon Company at present. Through the use of strategic management theory and PEST,SWOT and other analytical methods and tools, this paper analyzes the macro-environment of the industry, and points out the external political, legal, economic, social and technological factors affecting the development of animation industry. Market analysis, industry analysis and competition analysis are used to analyze the external environment of Zhengzhou small Cherry Cartoon Company. At the same time, it analyzes the existing internal resources and capabilities of Zhengzhou Xiao Cherry Cartoon Company, and makes some analysis and suggestions on the development strategy of the company through SWOT analysis. The development strategy of the company is the diversification strategy with animation content product as the core, and put forward the original strategy, brand strategy, resources integration strategy and other specific development strategies. Finally, from the aspects of organization structure, human resources, information technology and corporate culture of Zhengzhou Xiao Cherry Cartoon Co., Ltd, this paper gives a preliminary design of the specific measures for the implementation of the strategy. Animation industry is a sunrise industry, but at the same time animation industry is a high-risk industry. Therefore, this study not only can play a guiding role in the future development of Cherry Cartoon Company, but also hope to study the development strategy of other animation companies has a certain reference value.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F719
本文编号：2415476
[Abstract]:At present, animation industry has increasingly become the focus of attention and development of countries. But our country animation industry is still in the primary development stage, in the original ability, the specialized talented person, the industry chain development, the policy environment and so on aspect still has many questions. Therefore, the healthy development of Chinese animation companies must have clear strategic guidance, must have clear strategic measures. Zhengzhou Cherry Cartoon Company, studied in this paper, is a domestic original animation company after 10 years of rapid growth. On the one hand, the company has a deeper industry background, with the leading original animation brand, there are many advantages; On the other hand, because the animation industry has a long industrial chain, and the company is in a critical transition period, so there are some problems. Therefore, studying the development strategy of the company and realizing the industrialization, collectivization and internationalization of the company as soon as possible is a major challenge facing Zhengzhou Xiao Cherry Cartoon Company at present. Through the use of strategic management theory and PEST,SWOT and other analytical methods and tools, this paper analyzes the macro-environment of the industry, and points out the external political, legal, economic, social and technological factors affecting the development of animation industry. Market analysis, industry analysis and competition analysis are used to analyze the external environment of Zhengzhou small Cherry Cartoon Company. At the same time, it analyzes the existing internal resources and capabilities of Zhengzhou Xiao Cherry Cartoon Company, and makes some analysis and suggestions on the development strategy of the company through SWOT analysis. The development strategy of the company is the diversification strategy with animation content product as the core, and put forward the original strategy, brand strategy, resources integration strategy and other specific development strategies. Finally, from the aspects of organization structure, human resources, information technology and corporate culture of Zhengzhou Xiao Cherry Cartoon Co., Ltd, this paper gives a preliminary design of the specific measures for the implementation of the strategy. Animation industry is a sunrise industry, but at the same time animation industry is a high-risk industry. Therefore, this study not only can play a guiding role in the future development of Cherry Cartoon Company, but also hope to study the development strategy of other animation companies has a certain reference value.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F719
【引证文献】
相关硕士学位论文 前2条
1 郭楠;我国动漫杂志营销策略研究[D];西北大学;2010年
2 李冰锐;吉林动漫集团发展战略研究[D];吉林大学;2012年
，本文编号：2415476
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