我國卡通頻道的運營策略研究

文化產業管理論文編號:WHCY096 論文字數:20507,頁數:24 附任務書,開題報告,外文翻譯,文獻綜述

目  錄
緒  論……………………………………………………………………………………………3
一、我國動畫卡通頻道發展的現狀分析……………………………………………3
 （一）我們動畫卡通頻道總體發展背景 ……………………………………………3
 1.當前總體形式 …………………………………………………………………………3
 2.國家相關政策 …………………………………………………………………………3
 （二）目前我國三大動畫頻道發展運營現狀 ………………………………………4
二、為美國動畫卡通頻道的運營策略比較分析…………………………………………5
 （一）我國三大動畫卡通頻道的運營策略 …………………………………………5
 1.湖南金鷹卡通頻道的運營策略………………………………………………………5
 2.上海炫動卡通頻道的運營策略………………………………………………………9
 3.北京卡酷卡通頻道的運營策略 ……………………………………………………12
 （二）我們國三大動畫卡通頻道運營優劣勢比較分析 …………………………14
三 、我國動畫卡通頻道運營策略突圍……………………………………………………15
 （一）我國動畫頻道的生存環境分析…………………………………………………15
 1.外部環境 ………………………………………………………………………………15
 2.內部環境 ………………………………………………………………………………16
我國動畫頻道運營策略的突圍………………………………………………17
 1.定位策略 ………………………………………………………………………………17
 2.資源利用策略 …………………………………………………………………………18
 3.包裝策略 ………………………………………………………………………………19
 4.品牌策略   ……………………………………………………………………………20
 5.產業鏈策略 ……………………………………………………………………………20
致謝    …………………………………………………………………………………………22
參考文獻   ……………………………………………………………………………………23

 摘要：動漫作為一個產業在國際上蓬勃發展，特別是日韓、歐美等一些國家，占據著國際動漫市場的絕大部分份額，甚至在國內都占據89%的市場份額。電視作為一種傳統媒體的傳播在動畫的發展過程中的作用又在哪里呢？近年來，國家相關部門也意識到動漫產業對于一個國家的經濟、文化和下一代的影響巨大，相繼推出多份文件引導加強對國內動漫產業的扶持�？ㄍㄗ鳛閯勇�的一個子產業也得到了迅速的發展，全國動畫制作機構已多達100多家，湖南金鷹卡通頻道、上海炫動卡通頻道、北京卡酷卡通頻道也應運而生，卡通頻道作為國內播放動畫片的專業動畫電視頻道，對促進動漫產業的發展產生了極為重要的作用。電視卡通頻道如何利用其自身優勢參與動漫產業發展，拓寬經營思路, 為自身發展開拓更廣闊的空間成為很值得探討的問題。
 關鍵詞：動漫產業、電視卡通頻道、運營策略

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