本文選題：技術軌道理論　切入點：動畫企業(yè)　出處：《東北大學》2013年碩士論文　論文類型：學位論文

【摘要】：近年來,隨著“文化走出去”國家戰(zhàn)略的提出,以及經濟結構調整的需要,動畫企業(yè)的發(fā)展受到國家高度重視。經過十年的大力發(fā)展,中國動畫企業(yè)雖然取得了一定成績,但是目前在發(fā)展過程中面對許多棘手的問題。本文以動畫技術進步為主線研究動畫企業(yè)商業(yè)模式的理論,希望從企業(yè)管理角度切入解決動畫企業(yè)發(fā)展所遇到的問題,能夠為中國動畫企業(yè)的發(fā)展提供新的思路。因此本文的研究內容主要包括以下三個方面：(1)研究動畫產業(yè)的技術軌道。結合已有技術軌道理論和動畫技術發(fā)展特點,從動畫制作技術和動畫傳播技術兩個方面研究動畫產業(yè)的技術軌道。動畫制作技術主要由傳統(tǒng)動畫制作技術轉變?yōu)橛嬎銠C動畫制作技術,其遵循原則是：動畫制作成本不斷降低,動畫制作效率不斷提高以及動畫表現內容更加豐富。動畫傳播技術的進步使得動畫傳播由單一傳播窗口電影發(fā)展到目前的電影、電視、網絡和手機多個傳播窗口。動畫傳播技術的發(fā)展遵循原則是動畫傳播窗口不斷增多,動畫傳播范圍不斷擴大以及消費者更加方便地接觸。動畫制作技術和動畫傳播技術的發(fā)展特點是出現時間的交替性和兩種技術之間相互作用。(2)構建動畫企業(yè)的商業(yè)模式理論模型�；趧赢嫾夹g對于商業(yè)模式的深刻影響,將動畫企業(yè)商業(yè)模式發(fā)展歷程分為三個階段；動畫單窗口傳播階段,動畫雙窗口傳播階段,動畫多窗口傳播階段。在動畫企業(yè)商業(yè)模式的不同發(fā)展階段,采用案例分析法研究動畫企業(yè)在動畫播映環(huán)節(jié)和衍生品開發(fā)環(huán)節(jié)的經營運作方式。通過總結動畫企業(yè)商業(yè)模式變化規(guī)律,以及根據商業(yè)模式的系統(tǒng)理論,建構動畫企業(yè)商業(yè)模式的理論模型。(3)評價中國動畫企業(yè)現有的商業(yè)模式以及提出發(fā)展對策。根據動畫企業(yè)商業(yè)模式系統(tǒng)表現中產品、技術、運營三者之間的關系,建構動畫企業(yè)商業(yè)模式三維評價模型。利用動畫企業(yè)商業(yè)模式三維評價模型評價分別代表現有三種商業(yè)模式的三家企業(yè)：湖南三辰、天津神界、廣東奧飛。根據評價的結果,指出中國動畫企業(yè)商業(yè)模式的發(fā)展方向應為合理利用動畫傳播多窗口的“廣東奧飛”商業(yè)模式。明確動畫企業(yè)的商業(yè)模式發(fā)展方向之后,提出在技術進步的背景下中國動畫企業(yè)具體的發(fā)展對策。本文首先研究動畫產業(yè)的技術軌道,然后以動畫技術進步為主線,利用案例分析法研究在動畫企業(yè)商業(yè)模式發(fā)展的不同階段具體的經營運作方式,建構動畫企業(yè)商業(yè)模式理論模型。根據動畫企業(yè)商業(yè)模式三維評價模型,采用定性與定量相結合的方法分析現有的中國動畫企業(yè)商業(yè)模式,指出中國動畫企業(yè)商業(yè)模式的發(fā)展方向。
[Abstract]:In recent years, with the national strategy of "culture going out" and the need of economic restructuring, the development of animation enterprises has been highly valued by the state. After a decade of vigorous development, Chinese animation enterprises have made certain achievements. However, there are many thorny problems in the process of development. This paper studies the theory of business model of animation enterprises based on the development of animation technology, hoping to solve the problems encountered in the development of animation enterprises from the perspective of enterprise management. It can provide a new way of thinking for the development of Chinese animation enterprises. Therefore, the research content of this paper mainly includes the following three aspects: 1) studying the technological track of animation industry. This paper studies the technological track of animation industry from two aspects: animation production technology and animation dissemination technology. Animation production technology mainly changes from traditional animation production technology to computer animation production technology. The principle is that the cost of animation production is decreasing, the efficiency of animation production is improving, and the content of animation is becoming richer. The development of animation communication technology follows the principle that animation transmission windows are increasing. The development of animation production technology and animation communication technology is characterized by the alternation of emergence time and the interaction between the two technologies. Based on the profound impact of animation technology on business models, The development process of animation enterprise business model is divided into three stages: animation single window propagation stage, animation double window propagation stage, animation multi-window propagation stage. This paper uses case analysis method to study the operation mode of animation enterprise in animation broadcasting and derivatives development. By summarizing the changing law of animation enterprise's business model, and according to the system theory of business model, Based on the relationship among products, technology and operation in the business model system of animation enterprises, this paper evaluates the existing business models of animation enterprises in China and puts forward some development countermeasures. This paper constructs a three-dimensional evaluation model of animation enterprise business model. Using the three-dimensional evaluation model of animation enterprise business model, it represents the three existing business models: Sanchen in Hunan, Shenjie in Tianjin, and Aofei in Guangdong. It is pointed out that the development direction of the commercial model of Chinese animation enterprises should be the "Guangdong Aofei" business model with reasonable use of multi-window animation dissemination. This paper first studies the technological track of animation industry, and then takes animation technology progress as the main line. By using the case analysis method, this paper studies the specific operation mode of the animation enterprise business model at different stages of development, and constructs the animation enterprise business model theory model. According to the animation enterprise business model three-dimensional evaluation model, This paper analyzes the existing commercial models of Chinese animation enterprises by combining qualitative and quantitative methods, and points out the development direction of the commercial models of Chinese animation enterprises.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：J943

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本文編號：1593549