中国动漫期刊竞争力与竞争策略研究
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摘要
进入21世纪以来,动漫产业在国家一系列优惠政策的推动下,已经成为中国文化创意产业发展最具活力的先锋军。因此,有关动漫产业方面的研究,也越来越来成为学界和业界关注的热点。作为动漫产业的重要创意载体及其产业链延伸的基础环节,动漫期刊的重要地位也日益凸现。
历经了《北京卡通》、《新干线》、《动漫时代》等一批刊物的休刊冲击后,近两年以来,动漫期刊逐渐从期刊市场破土而出,进而稳步发展,迎来新的春天。随着《漫友》、《知音漫客》、《米老鼠》、《幽默大师》等品牌动漫期刊在市场上站稳脚跟,《花园宝宝》、《虹猫蓝兔》、《喜羊羊与灰太狼》、《小樱桃》等众多新创办的动漫期刊也纷纷进入市场,争夺读者,竞争越来越激烈。那么,动漫期刊如何进一步构建其竞争优势,强化其竞争能力呢?这正是本文探讨的主要问题。本文首次以被誉为“竞争战略之父”的迈克尔·波特提出的驱动产业竞争的“产业竞争五力模型”为理论框架,探讨我国动漫期刊行业竞争中的5种基本竞争力量进行一一探究,在分析我国动漫期刊在竞争发展过程中遇到的相关问题,站在更广阔的视野上把握当今国内动漫期刊行业内的竞争态势,以更具针对性、更有差异化的竞争战略有效提升自身竞争力。
第一章主要阐述了研究背景与意义、国内外研究现状、主要内容与创新之处及其研究方法；第二章具体从地域分布、种类划分、市场状况和读者状况4个方面分析了我国动漫期刊的发展现状,并提出强大竞争力的缺失是我国动漫期刊所面临的最大不足；第三章引入波特的“产业竞争五力模型”作为研究的理论框架,逐一探讨动漫期刊行业的供应方、购买方、业内竞争者、潜在进入者和替代者这5种基本竞争力量在市场竞争中的实际状况和相互作用,对动漫期刊的竞争环境进行分析,从而发现动漫期刊在行业竞争中存在原创精品漫画缺少、市场定位趋同、读者细分不充分、赢利模式单一、人才资源缺乏等问题；第四章主要在整体把握动漫期刊行业竞争态势的基础上,从横向和纵向两种角度对动漫期刊如何提升其竞争力提出5项竞争策略,即挖掘民族特色,鼓励原创漫画；塑造品牌个性,形成市场差异；实施全程营销,构建推广网络；跨越纸媒局限,拓展经营方式；整合出版资源,对接动漫产业,从而为动漫期刊的发展提供某些理论的借鉴和现实的启示。
Into the 21st century, the ACG Industry, which is promoting by s series of preferential policies worked out by nation, has become the most vigorous pioneer in the development of the cultural creative industry in China. Therefore, researches about the ACG Industry have become more and more concerned about hot topics of the academic and the industry. As an important carrier of ideas in ACG Industry, and also the solid foundation for steady progress of ACG Industry, the role of ACG Journals have much more important than before.
After going through the period of some influential ACG Journals such as "Beijing Cartoon","Shinkansen"and"Anime Comic Time" had't been published, ACG Journals have emerged in market of journals in the last two years, and then have confronted a new opportunity for development. With some brand ACG Journals such as "Comic Fans","Comicguests","Micky Mouse"and"Wit & Humor"has occupied market, a lot of new journals that contain "Garden Baby","Honh Mao Lan Tu","Happy Goat and Grey Wolf"and "Little Cherry" have published to enter the competition. The market competition of ACG Journals will become more and more fierce. To build the competitive advantage and thus strengthen their competitive power, is the main purpose in this thesis. So the thesis introduces the Porter's Competitive Force Model of driving the competition in industry,that proposed by Michael Porter who has been known as "the Father of Competitive Strategy" at the first time in ACG Journals researches,and uses it as theoretical framework to analyze five basic competitive forces of ACG Journals in China's industry competition.In order to find out problems of China's ACG Journals in the process of development,and to stand on a expansive perspective to comprehed the competitive situation of ACG Journals'trade.For purpose of enhancing the self competition of publish companies,they are going to work out some more pertinecy and different competitive strategies.
The chapter one focuses on the background and significance of the research, the current research situation at home and abroad, the main content and innovations in the thesis, and some methods of the research. The chapter two analyzes current situation of ACG Journals in China from four aspects like regional distribution,divided varieties,market condition and readers status, and then poses that the absence of strong competitive power is the biggest problem of ACG Journals faced. The chapter three introduces Porter's Competitive Forces Model as the study of the theoretical framework, and then to research the whole competitive situation of ACG Journals in five competitive forces that contain suppliers, power of customers, competitive rivalry within an industry,new entrants and substitute products, so that it can discover some problems of ACG Journals in competition,such as lacks of original quality works about comic, convergence of market position,inadequacy of readers segmentation,single of profit model and lack of human resources. The chapter four puts forward five proposals, that bases on grasping the overall situation of competition in ACG Journals industry, in order to stregthen competitive power. The five proposals are primarily encouraging the originals comic strips with national characteristics, molding brand personality to form market difference, implementing the full marketing to build a marketing network, spanning the limitation of paper medium to expand management modes and integrating resources of publication to connect ACG Industry, thus to provide some theoretical and practical reference for inspiration in the development of ACG Journals.
历经了《北京卡通》、《新干线》、《动漫时代》等一批刊物的休刊冲击后,近两年以来,动漫期刊逐渐从期刊市场破土而出,进而稳步发展,迎来新的春天。随着《漫友》、《知音漫客》、《米老鼠》、《幽默大师》等品牌动漫期刊在市场上站稳脚跟,《花园宝宝》、《虹猫蓝兔》、《喜羊羊与灰太狼》、《小樱桃》等众多新创办的动漫期刊也纷纷进入市场,争夺读者,竞争越来越激烈。那么,动漫期刊如何进一步构建其竞争优势,强化其竞争能力呢?这正是本文探讨的主要问题。本文首次以被誉为“竞争战略之父”的迈克尔·波特提出的驱动产业竞争的“产业竞争五力模型”为理论框架,探讨我国动漫期刊行业竞争中的5种基本竞争力量进行一一探究,在分析我国动漫期刊在竞争发展过程中遇到的相关问题,站在更广阔的视野上把握当今国内动漫期刊行业内的竞争态势,以更具针对性、更有差异化的竞争战略有效提升自身竞争力。
第一章主要阐述了研究背景与意义、国内外研究现状、主要内容与创新之处及其研究方法；第二章具体从地域分布、种类划分、市场状况和读者状况4个方面分析了我国动漫期刊的发展现状,并提出强大竞争力的缺失是我国动漫期刊所面临的最大不足；第三章引入波特的“产业竞争五力模型”作为研究的理论框架,逐一探讨动漫期刊行业的供应方、购买方、业内竞争者、潜在进入者和替代者这5种基本竞争力量在市场竞争中的实际状况和相互作用,对动漫期刊的竞争环境进行分析,从而发现动漫期刊在行业竞争中存在原创精品漫画缺少、市场定位趋同、读者细分不充分、赢利模式单一、人才资源缺乏等问题；第四章主要在整体把握动漫期刊行业竞争态势的基础上,从横向和纵向两种角度对动漫期刊如何提升其竞争力提出5项竞争策略,即挖掘民族特色,鼓励原创漫画；塑造品牌个性,形成市场差异；实施全程营销,构建推广网络；跨越纸媒局限,拓展经营方式；整合出版资源,对接动漫产业,从而为动漫期刊的发展提供某些理论的借鉴和现实的启示。
Into the 21st century, the ACG Industry, which is promoting by s series of preferential policies worked out by nation, has become the most vigorous pioneer in the development of the cultural creative industry in China. Therefore, researches about the ACG Industry have become more and more concerned about hot topics of the academic and the industry. As an important carrier of ideas in ACG Industry, and also the solid foundation for steady progress of ACG Industry, the role of ACG Journals have much more important than before.
After going through the period of some influential ACG Journals such as "Beijing Cartoon","Shinkansen"and"Anime Comic Time" had't been published, ACG Journals have emerged in market of journals in the last two years, and then have confronted a new opportunity for development. With some brand ACG Journals such as "Comic Fans","Comicguests","Micky Mouse"and"Wit & Humor"has occupied market, a lot of new journals that contain "Garden Baby","Honh Mao Lan Tu","Happy Goat and Grey Wolf"and "Little Cherry" have published to enter the competition. The market competition of ACG Journals will become more and more fierce. To build the competitive advantage and thus strengthen their competitive power, is the main purpose in this thesis. So the thesis introduces the Porter's Competitive Force Model of driving the competition in industry,that proposed by Michael Porter who has been known as "the Father of Competitive Strategy" at the first time in ACG Journals researches,and uses it as theoretical framework to analyze five basic competitive forces of ACG Journals in China's industry competition.In order to find out problems of China's ACG Journals in the process of development,and to stand on a expansive perspective to comprehed the competitive situation of ACG Journals'trade.For purpose of enhancing the self competition of publish companies,they are going to work out some more pertinecy and different competitive strategies.
The chapter one focuses on the background and significance of the research, the current research situation at home and abroad, the main content and innovations in the thesis, and some methods of the research. The chapter two analyzes current situation of ACG Journals in China from four aspects like regional distribution,divided varieties,market condition and readers status, and then poses that the absence of strong competitive power is the biggest problem of ACG Journals faced. The chapter three introduces Porter's Competitive Forces Model as the study of the theoretical framework, and then to research the whole competitive situation of ACG Journals in five competitive forces that contain suppliers, power of customers, competitive rivalry within an industry,new entrants and substitute products, so that it can discover some problems of ACG Journals in competition,such as lacks of original quality works about comic, convergence of market position,inadequacy of readers segmentation,single of profit model and lack of human resources. The chapter four puts forward five proposals, that bases on grasping the overall situation of competition in ACG Journals industry, in order to stregthen competitive power. The five proposals are primarily encouraging the originals comic strips with national characteristics, molding brand personality to form market difference, implementing the full marketing to build a marketing network, spanning the limitation of paper medium to expand management modes and integrating resources of publication to connect ACG Industry, thus to provide some theoretical and practical reference for inspiration in the development of ACG Journals.
引文
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③同②
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[1]谭海燕.本土动漫杂志路在何方?[N].中国图书商报,2004-11-12.
[2]谭海燕.动漫杂志的“生不逢时”与“蓄势待发”[N].中国图书商报,2005-06-17.
[3]郭晶.新媒体环境动漫出版五大趋势[N].中国图书商报,2008-09-26.
[4]金城.’08中国漫画期刊格局报告[N].中国图书商报,2008-09-26.
[5]唐卫彬、张先国.突出“日漫”重围,“中漫”吹响集结号[N].新华每日电讯,2009-06-01.
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