【摘要】：“微笑曲線”是誕生于上世紀90年代初的一套企業(yè)中長期發(fā)展策略理論,最初用以指導制造業(yè)企業(yè)的戰(zhàn)略規(guī)劃,引導企業(yè)將經(jīng)營重點合理地轉入產(chǎn)業(yè)鏈當中附加值較高的環(huán)節(jié)。此后近20年間,微笑曲線理論在實踐中進一步豐富,被證明了在其他許多行業(yè)的實踐中同樣具有指導意義,其中包括了“永遠的朝陽產(chǎn)業(yè)”——動漫產(chǎn)業(yè)。 中國的動漫產(chǎn)業(yè)在近些年取得了長足的發(fā)展：金融危機中逆勢上揚、動畫片產(chǎn)量節(jié)節(jié)攀升、衍生品市場方興未艾、動漫節(jié)如火如荼。但是在這份成績單背后,中國動漫產(chǎn)業(yè)還存在很多問題,其中包括創(chuàng)意人才缺乏、盜版猖獗、強勢品牌數(shù)量少等,這些問題最終都可以歸結為動漫產(chǎn)業(yè)鏈的失調(diào)。 本文在宏觀上通過SWOT分析法總結了以上的問題,研究中國動漫產(chǎn)業(yè)在國際競爭中的位置；在微觀上采用橫向比對法和個案分析法,以《喜羊羊與灰太狼》以及《魔比斯環(huán)》兩部極具代表性的國產(chǎn)動漫作品為研究對象,用微笑曲線的思維分析他們截然不同的產(chǎn)業(yè)鏈模式,得出成敗原因。 通過歸納整理,本文基于對“動漫產(chǎn)業(yè)微笑曲線”的理解,從企業(yè)和政府兩方面,給出完善動漫產(chǎn)業(yè)鏈的合理化建議。
[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.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：G124

【引證文獻】

相關期刊論文 前1條

1 向紅梅;黃志平;;基于微笑曲線的個性化技能型人才培養(yǎng)模式研究——以電子商務市場調(diào)研為例[J];科技管理研究;2012年21期

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本文編號：2129374