基于产业链理论对动画企业市场定位策略研究摘要动画产业是我国高新产业中必不可少的一部分，因此，发展动画产业非常重要。然而，如何发展，如何开展出更多更好的作品，这都有待进一步研究。基于此，本文使用文献分析法、案例分析法，基于产业链理论，以商业动画企业为例，对其市场定位策略进行分析，以此为我国商业动画企业的发展提供一定的借鉴。具体地，本文在分析商业动画企业市场定位必要性的基础上，从外部、内部两方面分析了影响商业动画企业市场定位的相关因素，然后结合国内外成功的商业动画企业案例，提出了八条市场定位策略。通过研究，本文认为对于商业动画企业来说，无论是出于降低其经营风险、树立自身品牌，还是提高核心竞争力的考虑，都有必要进行市场定位，同时从商业动画产业链其他参与者角度看，这种市场定位同样也能够满足特定消费者的需求，带动上游供应商的发展，提高产业链的整体竞争力。在此基础上，本文在了解到影响商业动画企业市场定位相关因素的基础上，认为商业动画企业在发展过程中，可以根据政府政策导向、产业分工、自身竞争优势、消费者特征、全产业链、传媒技术进步、基础创意、“动画+”等实现定位。关键词：动画企业市场定位产业链策略TheResearchonMarketPositioningStrategyofAnimationEnterprisesBasedonIndustryChainTheoryABSTRACTAnimationindustryisanindispensablepartofChina'shigh-techindustry,therefore,thedevelopmentofanimationindustryisveryimportant.However,howtodevelopandhowtodevelopmoreandbetterworksneedfurtherstudy.Basedonthis,thispaperusesliteratureanalysis,caseanalysisandindustrychaintheorytoanalyzethemarketpositioningstrategyofcommercialanimationenterprises,soastoprovidesomereferenceforthedevelopmentofcommercialanimationenterprisesinChina.Specifically,onthebasisofanalyzingthenecessityofmarketpositioningofcommercialanimationenterprises,thispaperanalysestherelevantfactorsaffectingthemarketpositioningofcommercialanimationenterprisesfrombothexternalandinternalaspects,andthenputsforwardeightmarketpositioningstrategiescombinedwithsuccessfulcasesofcommercialanimationenterprisesathomeandabroad.Throughresearch,thispaperarguesthatforcommercialanimationenterprises,itisnecessarytomakemarketpositioning,whetherforthesakeofreducingtheirbusinessrisks,establishingtheirownbrandorimprovingtheircorecompetitiveness.Atthesametime,fromtheperspectiveofotherparticipantsinthecommercialanimationindustrychain,thismarketpositioningcanalsomeettheneedsofspecificconsumersandpromotethedevelopmentofupstreamsuppliers.Improvetheoverallcompetitivenessoftheindustrialchain.Onthisbasis,basedontheunderstandingoftherelevantfactorsaffectingthemarketpositioningofcommercialanimationenterprises,thispaperholdsthatintheprocessofdevelopment,commercialanimationenterprisescanachievepositioningaccordingtogovernmentpolicyorientation,industrialdivisionoflabor,theirowncompetitiveadvantages,consumercharacteristics,thewholeindustrychain,mediatechnologyprogress,basiccreativity,and"animation+".KEYWORDS:Animationenterprise;marketpositioning;industrychain;strategy目录致谢...............................................................3摘要...............................................................4目录...............................................................71绪论.............................................................11.1研究背景........................................................11.2研究意义与目的..................................................21.2.1研究意义......................................................21.2.2研究目的...................................
