动漫产业的商业模式研究(A公司为例).doc

摘要:动漫产业是创意产业中一个重要的分支。随着各国对文化创意产业的重视，以及国内动漫产业的发展，其重要性也随之上升。本文着重研究了动漫产业的商业模式及其设计方法。

　　　首先介绍了全球动漫产业的发展和现状，结合美国和日本的动漫产业发展模式，总结了日美两动漫大国的产业发展经验。分析了中国的动漫产业现状和存在的问题。然后，从产业链构成的角度出发，根据动漫产业的特征，提出了纵向和横向划分相结合的立体产业链结构。在深入分析该产业链结构的基础上，按照纵向分层，横向分片原则详细的阐明了整个产业中的商业模式类别。根据商业模式的定义和核心因素，结合动漫产业本身的特征，研究出具有实用价值的商业模式设计方法和步骤。最后，将该设计方法应用于A公司的实例，从弥补产业链薄弱环节以及提供创意服务的角度出发，设计了该公司的商业模式发展规划，包括“创意输出”，“商业网站”和“动漫佣兵”三种模式。同时，根据可能存在的风险和问题，也提出了相应的解决方案。

关键词　动漫产业，商业模式，立体化产业链结构

Abstract:Cartoon industry is a very important branch of creative industry. Lot of countries to develop the cartoon industry in the world. I think the business model is most important for this industry. So, I focus on this area to start my research. 

　　　First , I show the status of cartoon industry of the world. Introduce the development of the United States and Japan. Point to the experience and advantage of these two countries in this area. Then, I also introduce the status of our country. Compared with the U.S. and Japan  in order to find out the problems of our cartoon industry. I design a new frame of industry chain for cartoon. It’s a three-dimensional structure including vertical and horizontal direction. Base on analysis of this industry chain, I indicate the business model of cartoon. Give a list of these models. I also get a method to design a good business model. It could be used to design a business model for a company which focus on cartoon industry. In the end, I design three business models for A company by this method: “Creative output model”, “Business website model” and “ Cartoon mercenaries website model”. 

Keywords　Cartoon Industry, Business Model , Three-dimensional Structure Of Cartoon Industry Chain