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论文编号：	10588
作者编号：	2220160741
上传时间：	2018/12/7 10:12:35
中文题目：	国产原创动画电影市场分析
英文题目：	Market analysis and marketing strategy study of domestic original animation film
指导老师：	吴晓云
中文关键字：	国产原创动画电影；市场分析；营销战略；品牌战略；产品策略
英文关键字：	Domestic original animation film; market analysis; marketing strategy; brand strategy; product strategy
中文摘要：	十多年来，中国电影市场一直保持高速发展，时至今日，从票房收入上来看，已成为全球第二大电影市场，而从银幕数量上看，中国已经超过美国成为世界第一。中国原创动画电影《西游记之大圣归来》、《大鱼海棠》等票房、口碑俱佳的作品开始崭露头角。但是，一个不容忽视的事实是，在国产原创动画电影领域，粗制滥造之作依旧屡见不鲜，抄袭现象严重，原创能力偏弱，大部分是儿童片，与北美、日本等动画电影强势地区仍存在着很大的差距。从行业发展的历史看，中国原创动画电影仍然处于起步阶段，整个行业还很弱小，马太效应明显，赚钱的动画电影公司很少，大部分企业处于亏损状态。在中国电影市场迅速走向成熟的大趋势下，国产动画电影从业者应抓住机遇，整合产业链资源，制定并实施全新营销战略，构建与之相适应的人力资源支持体系，打造国产原创精品动画电影产品。本文从对于行业发展现状的分析入手，结合国产原创动画电影成功与失败两方面的案例，展望了国产原创动画电影未来，提出了针对性的营销战略。首先，文章阐述了国产原创动画电影市场的研究背景和选题意义，并总结和提炼了这一命题的核心内容和研究方法。其次，文章对战略制定、市场营销、经营管理的主要理论进行了陈述，提出了研究问题的方法论和理论依据。再次，文章对国产原创动画电影市场以及国际动画市场的现状、趋势、问题进行了比较研究和剖析，通过PEST、STP、4P、价值链理论等分析模型和工具，进一步明确主要问题所在。另外，对国产原创动画电影企业内在的资源和条件，外部机遇和挑战进行了SWOT分析，制定出了解决问题的基本路径。最后，利用经典管理理论原理和方法，总结和推导出了国产原创动画电影的4P策略、产业链策略、价值链策略、人力资源保障策略以及实施步骤和方法。本文既通过经典管理理论，对国产原创动画电影的市场及营销提出了明确的方法，同时，也结合国产原创动画电影行业的优秀案例，进行了一定程度的总结和创新，对于国产原创动画电影市场乃至其它行业的理论研究及市场营销实践，都极具借鉴和参考价值。
英文摘要：	China’s film industry is developing by leaps and bounds in recent 10 years. It has already become the second-largest film market in the world by box office receipts. And according to the number of screens, China overtook the US became the first in the world. Chinese original highly praised animation films and series like 2015 Monkey King: Hero Is Back and 2016 Big Fish & Begonia broke new ground. But, what couldn’t be ignored is that lacking of creativity, simply imitating others is still very serious in China’s animation industry, most target audience are still children. Yet compared to foreign counterparts, China’s animation industry started relatively late, still lagging behind the United States, Japan and other developed countries, still has a long way to go. How to grasp the trend of China’s film industry, integrate all the resources, make domestic original animation film, promote China's original animation films to catch up with the advanced world level, develop and implement new marketing strategies, build suitable human resources support systems is the key to success or failure for China’s original film industry. Based on the analysis of the current situation, combined with the domestic animation film of both the success and failure cases, this article outlook the future of domestic original animation film, and studied its marketing strategy. Firstly, this article described the background and meaning of the domestic animation film market research, summarized and refined the core content research methods of the proposition. Secondly, this article stated the main theory of strategy, marketing, management, proposed the methodology and theoretical basis of the research question. Thirdly, this article made comparative study and analysis of the situation, trend of domestic original animation film market as well as international film market, further defined the major problem through PEST, STP, 4P and the theory of value chain analysis models and tools. In addition, this article carried out a Swot analysis on internal resources and conditions of the domestic animation, opportunities and challenges and worked out a basic path to solve the problem. Lastly,using the theory of classical management theory and method, and deduced the domestic original animation film 4 p strategy, industrial strategy, value chain strategy, human resources, security strategy and implementation steps and methods. This article put forward the clear methods on domestic original animation film market and marketing through classic management theory. Meanwhile, also summarized and innovated in combination with successful cases of the domestic original animation film industry which has great reference value not only for film market but also for other industries.
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