我国卡通频道的运营策略研究

论文编号:WHCY096 论文字数:20507,页数:24 附任务书,开题报告,外文翻译,文献综述

 摘要：动漫作为一个产业在国际上蓬勃发展，特别是日韩、欧美等一些国家，占据着国际动漫市场的绝大部分份额，甚至在国内都占据89%的市场份额。电视作为一种传统媒体的传播在动画的发展过程中的作用又在哪里呢？近年来，国家相关部门也意识到动漫产业对于一个国家的经济、文化和下一代的影响巨大，相继推出多份文件引导加强对国内动漫产业的扶持。卡通作为动漫的一个子产业也得到了迅速的发展，全国动画制作机构已多达100多家，湖南金鹰卡通频道、上海炫动卡通频道、北京卡酷卡通频道也应运而生，卡通频道作为国内播放动画片的专业动画电视频道，对促进动漫产业的发展产生了极为重要的作用。电视卡通频道如何利用其自身优势参与动漫产业发展，拓宽经营思路, 为自身发展开拓更广阔的空间成为很值得探讨的问题。
 关键词：动漫产业、电视卡通频道、运营策略

THE OPERATIONAL STRATEGY OF CHINA’S CARTOON CHANNEL
 ABSTRACT: In the form of a industry, animation flourished over the world, particularly in some countries like Japan and South Korea, Europe and the United States. These countries account for most of the international market. Even occupy 89% of the domestic market. As a traditional media, in the development process in animation, what is the role of television? In recent years, the relevant state departments also aware of the great influence of animation industry for a country’s economic, cultural, and the next generation. The relevant state departments introduced some document to support the animation industry. As a sub-industry of animation, cartoon developed rapidly. Now in the country, animation institutions has up to 100. Jinying cartoon channel of Hunan、Xuandong cartoon channel of Shanghai and Kaku cartoon channel of Beijing were born. As a professional animation channel, Cartoon channel plays a very important role in promoting the development of animation industry. How the cartoon channel use their own advantages in the development of animation, expand their ideas, developed a broad space for their own become a problem worthy of study.
 Key words: animation industry，television cartoon channel，operate tactics

目  录
绪  论……………………………………………………………………………………………3
一、我国动画卡通频道发展的现状分析……………………………………………3
 （一）我们动画卡通频道总体发展背景 ……………………………………………3
 1.当前总体形式 …………………………………………………………………………3
 2.国家相关政策 …………………………………………………………………………3
 （二）目前我国三大动画频道发展运营现状 ………………………………………4
二、为美国动画卡通频道的运营策略比较分析…………………………………………5
 （一）我国三大动画卡通频道的运营策略 …………………………………………5
 1.湖南金鹰卡通频道的运营策略………………………………………………………5
 2.上海炫动卡通频道的运营策略………………………………………………………9
 3.北京卡酷卡通频道的运营策略 ……………………………………………………12
 （二）我们国三大动画卡通频道运营优劣势比较分析 …………………………14
三 、我国动画卡通频道运营策略突围……………………………………………………15
 （一）我国动画频道的生存环境分析…………………………………………………15
 1.外部环境 ………………………………………………………………………………15
 2.内部环境 ………………………………………………………………………………16
我国动画频道运营策略的突围………………………………………………17
 1.定位策略 ………………………………………………………………………………17
 2.资源利用策略 …………………………………………………………………………18
 3.包装策略 ………………………………………………………………………………19
 4.品牌策略   ……………………………………………………………………………20
 5.产业链策略 ……………………………………………………………………………20
致谢    …………………………………………………………………………………………22
参考文献   ……………………………………………………………………………………23