【摘要】：伴隨著互聯(lián)網(wǎng)的飛速發(fā)展,如今的世界不僅是經(jīng)濟的全球化,更呈現(xiàn)出文化的趨同性,動漫產(chǎn)業(yè)便是互聯(lián)網(wǎng)載體下孕育出來的新興文化產(chǎn)業(yè),被譽為二十一世紀(jì)最具發(fā)展?jié)摿Φ母呖萍汲柈a(chǎn)業(yè),目前,全球動漫產(chǎn)業(yè)產(chǎn)值2288億美元,與動畫相關(guān)的衍生產(chǎn)品產(chǎn)值超過5000億元,已經(jīng)形成了龐大的產(chǎn)業(yè)。 在巨大的市場潛力下,也帶來了巨大的競爭壓力,湖南拓維信息系統(tǒng)股份有限公司,正是在這樣的情況下突破了傳統(tǒng)動漫的發(fā)展方式與道路,抓住我國手機日益普及、手機功能逐步完善的契機,跳出以往動漫制片只針對幼齡兒童的思維模式,針對手機用戶的不同年齡層,走出了手機動漫的新路子,成為了中國動漫第一股。 本文運用SWOT分析方法,研究湖南拓維信息系統(tǒng)股份有限公司發(fā)展手機動漫的宏觀環(huán)境、競爭環(huán)境、內(nèi)部因素等,探討其發(fā)展的優(yōu)勢、劣勢、機遇與挑戰(zhàn),并結(jié)合SWOT分析結(jié)果,對現(xiàn)行的拓維經(jīng)營策略進(jìn)行對比分析,提出今后拓維手機動漫發(fā)展的可行性策略,包括原創(chuàng)品牌策略、市場競合策略等等,并提出了促進(jìn)手機動漫發(fā)展策略充分發(fā)揮效應(yīng)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.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F719;F626

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李翔宇;新媒體語境下的動漫品牌建設(shè)[D];山東大學(xué);2013年

，

本文編號：2371753