本文選題：動(dòng)畫企業(yè) + 產(chǎn)業(yè)鏈��； 參考：《吉林大學(xué)》2012年碩士論文

【摘要】：作為文化創(chuàng)意產(chǎn)業(yè)的新興代表，我國(guó)的動(dòng)漫企業(yè)近年來(lái)蓬勃興起。目前全國(guó)動(dòng)漫企業(yè)的數(shù)量已經(jīng)超過(guò)了10000家，動(dòng)漫行業(yè)的從業(yè)人員數(shù)量超過(guò)了20萬(wàn)人。2000年以來(lái)，中國(guó)制造的電視動(dòng)畫片在質(zhì)量上有了明顯的進(jìn)步，動(dòng)畫影片的制作水平也顯著提高，國(guó)產(chǎn)動(dòng)畫作品在電視臺(tái)播放的數(shù)量穩(wěn)步上升，播出費(fèi)用收入開始在動(dòng)畫企業(yè)的全部收入中占到更高的比例。國(guó)產(chǎn)動(dòng)畫企業(yè)的運(yùn)營(yíng)能力得到了鍛煉和提高，整個(gè)動(dòng)畫產(chǎn)業(yè)的經(jīng)濟(jì)效益開始顯現(xiàn)。我國(guó)動(dòng)漫產(chǎn)業(yè)的產(chǎn)業(yè)結(jié)構(gòu)從外包加工服務(wù)為主開始轉(zhuǎn)向了自主生產(chǎn)原創(chuàng)動(dòng)漫作品。 雖然我國(guó)制作完成的動(dòng)畫作品的數(shù)量飛速增長(zhǎng)，但我國(guó)距離動(dòng)漫強(qiáng)國(guó)的目標(biāo)仍然有相當(dāng)?shù)牟罹唷Ｔ蛟谟趪?guó)內(nèi)自主制作完成的動(dòng)畫作品，平常普通的較多，具有突出主題形象能引起廣泛共鳴的還比較少。要使中國(guó)制造的動(dòng)漫作品達(dá)到思想性、藝術(shù)性和觀賞性的統(tǒng)一，中國(guó)動(dòng)漫企業(yè)還要付出艱苦的努力。 我國(guó)動(dòng)漫企業(yè)發(fā)展暫時(shí)落后于國(guó)外企業(yè)的原因主要有四個(gè)方面，一是國(guó)家在產(chǎn)業(yè)發(fā)展之初，沒有進(jìn)行全行業(yè)的統(tǒng)一的整體規(guī)劃和設(shè)計(jì)，企業(yè)基本上是自發(fā)發(fā)展、自由發(fā)展的狀態(tài)，這直接導(dǎo)致了到目前為止，在我國(guó)，完整的動(dòng)漫產(chǎn)業(yè)鏈條仍然未能形成。二是資金規(guī)模的原因限制了動(dòng)漫企業(yè)的發(fā)展。在我國(guó)的動(dòng)漫行業(yè)中，小企業(yè)偏多，他們的經(jīng)營(yíng)策略是模糊的，摸索著發(fā)展，大多數(shù)企業(yè)都沒有形成清楚的發(fā)展戰(zhàn)略和發(fā)展思路。三是動(dòng)漫產(chǎn)業(yè)屬于創(chuàng)意產(chǎn)業(yè)，而目前我國(guó)的動(dòng)漫企業(yè)的主創(chuàng)團(tuán)隊(duì)大部分缺乏豐富的想象空間和講故事的能力，新鮮的創(chuàng)意，系統(tǒng)的營(yíng)銷規(guī)劃能力也很缺乏。四是在我國(guó)還沒有形成健全的知識(shí)產(chǎn)權(quán)保護(hù)體系。知識(shí)產(chǎn)權(quán)方面法律法規(guī)的出臺(tái)相比實(shí)際需求來(lái)說(shuō)相對(duì)滯后，國(guó)家對(duì)企業(yè)的知識(shí)產(chǎn)權(quán)保護(hù)措施還非常有限。導(dǎo)致企業(yè)投入了大量的資金和精力創(chuàng)作出來(lái)的動(dòng)漫作品及相關(guān)衍生產(chǎn)品經(jīng)常遭遇侵權(quán)盜版，嚴(yán)重?fù)p傷了企業(yè)的原創(chuàng)積極性。 為了解決這些困難和問題，加快我國(guó)動(dòng)漫企業(yè)追趕世界動(dòng)漫強(qiáng)國(guó)的腳步，為我國(guó)正在成長(zhǎng)發(fā)展中的動(dòng)漫企業(yè)助力，近年來(lái)，國(guó)家相繼出臺(tái)了一系列的文件和政策對(duì)動(dòng)漫產(chǎn)業(yè)加大了保護(hù)和扶持的力度。在強(qiáng)大的政策支撐下，更多的資金開始流入動(dòng)漫行業(yè)。盡管其中不少企業(yè)陷入資金斷流、折戟而歸的困境，但依然無(wú)法阻擋這個(gè)數(shù)字繼續(xù)攀升的態(tài)勢(shì)。動(dòng)漫企業(yè)要捕捉市場(chǎng)機(jī)會(huì)，占有更大的市場(chǎng)空間，在激烈的競(jìng)爭(zhēng)中站穩(wěn)并長(zhǎng)久生存發(fā)展下去，必須在清楚認(rèn)識(shí)形勢(shì)的基礎(chǔ)上，，基于企業(yè)自身的內(nèi)部和外部資源情況制定清晰的企業(yè)發(fā)展戰(zhàn)略。 本文在介紹動(dòng)漫行業(yè)相關(guān)的基本概念的基礎(chǔ)上，對(duì)吉林動(dòng)漫集團(tuán)發(fā)展的外部環(huán)境和內(nèi)部資源進(jìn)行了分析，運(yùn)用SWOT分析法對(duì)集團(tuán)的資源進(jìn)行了匹配，然后基于集團(tuán)的愿景、使命以及近三年發(fā)展目標(biāo)，從公司層面、業(yè)務(wù)層面和職能層面嘗試提出了吉林動(dòng)漫集團(tuán)的企業(yè)發(fā)展戰(zhàn)略以及實(shí)現(xiàn)該戰(zhàn)略的保障措施。
[Abstract]:As a new representative of the cultural and creative industry, China's animation business has flourished in recent years. At present, the number of animation companies in China has exceeded 10000. The number of employees in the animation industry has exceeded 200 thousand people in.2000 years. The quality of TV animated cartoon made in China has been obviously improved, and the production level of animation film is also The number of domestic animation works is steadily increasing in the number of TV stations, and the income of the broadcasting costs has begun to take a higher proportion in all the revenue of the animation enterprises. The operation ability of the domestic animation enterprises has been exercised and improved, the economic benefits of the whole animation industry began to appear. Labor service mainly began to turn to independent production of original animation works.
Although the number of animation works made in our country is growing rapidly, there is still a considerable gap between the target of China and the animation power. The reason is that the domestic animation works are made by ourselves, common and common, and the prominent theme image can cause widespread resonance. Chinese animation companies must make painstaking efforts to integrate sex, artistry and appreciation.
There are four main reasons for the development of Chinese animation enterprises to lag behind foreign enterprises. First, the state has not carried out the Unified overall planning and design of the whole industry at the beginning of the industrial development. The enterprise is basically the state of spontaneous development and free development. So far, the whole chain of animation industry is still in our country, and the whole chain of animation industry is still in China. But two is the reason why the size of the capital limits the development of animation enterprises. In the animation industry in China, small enterprises are more and more, their management strategies are fuzzy, and their development, most of the enterprises have not formed a clear development strategy and development ideas. Three is the animation industry is a creative industry, and the current animation enterprises in China The main creation team of the industry lacks the rich imagination space and storytelling ability, the fresh creativity, the systematic marketing planning ability is also very short. Four is in our country has not yet formed the sound intellectual property protection system. The measures to protect the rights are still very limited. The animation and related derivative products that the enterprises have invested in a large amount of money and energy often suffer from piracy and piracy, which has seriously damaged the original enthusiasm of the enterprise.
In order to solve these difficulties and problems, to speed up the pace of China's animation enterprises to catch up with the world's animation power, and to help our country's growing and developing animation enterprises, in recent years, the state has issued a series of documents and policies to increase the protection and support of the animation industry. Under the strong policy support, more funds are opened. Although many of them have fallen into the plight of capital disconnection, but still unable to stop the rising trend of this number, animation companies need to capture market opportunities, occupy a larger market space, stand steady in the fierce competition and develop for a long time, and must be based on a clear understanding of the situation. Based on the internal and external resources of enterprises, a clear strategy for enterprise development is formulated.
Based on the introduction of the basic concepts related to the animation industry, this paper analyzes the external environment and internal resources of the development of Jilin animation group, and uses the SWOT analysis method to match the resources of the group, and then, based on the vision of the group, the mission and the development target of nearly three years, from the company level, the business level and the functional level. The enterprise development strategy of Jilin animation group and the safeguard measures to realize the strategy are put forward.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124

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