【作者】 张欢；

【导师】 刘伟；

【作者基本信息】 郑州大学 ， 工商管理， 2010， 硕士

【摘要】 动画,这个被外界称作“最后一个产生暴利”的行业,从被限制到逐步开放的过程中,无疑充满了巨大的商业诱惑。近年来,随着中国在世界经济舞台上的力量不断加强,国外,尤其是跨国动画媒体巨头,对这块诱人的“蛋糕”青睐有加；而在国内,因为被公认为中国最具发展前景的行业,动画也受到了社会资本的广泛关注。而放眼我所在的电视媒体,在经历了三次变革浪潮之后,原先不可撼动的地位几乎已经让网络、移动电视、户外LED等新兴视频媒介冲击的支离破碎。那么,传统媒体面对新时代的竞争应该如何变革?对于电视领域,尤其是在“制播分离”后,原先靠“计划制作”生存的媒体从业者在面对“整合分流”时,该何去何从呢?近年来,电视民生化与娱乐化的倾向使得公司化运营逐步得到了制度上的认可。作为始终坚守在行业前沿的电视台从业人员,如何因势而变才不会被社会化制作所淘汰?如何能在此次变革中发现未来属于自己的商机?如何能将自己固有的社会关系优势合理地转化为生产力?以及依靠自主创业改变“媒体不养老”的行业怪圈?这些,都是我们需要直面的现实问题。我认为,电视台从业人员以合伙人或股份制形式成立文化传媒公司,利用已知媒体平台将专业动画制作移植到各类新兴广告范围,是较为有效地面对“制播分离”后,大量面临“整合分流”人员再就业的解决方案。依托省级影视媒体成熟的播出平台及完善的人际网络,曾经的电视台从业者,可以以较高起点面对目前行业进入门槛过低所造成的恶性竞争局面,并将自己的专业技能通过市场需求,而不是原来那样通过行政指令来有效调节,是能够创造出惊人的传播能力和低成本的动画解决方案的。正是基于此想法,我于2009年10月份与2位同事合伙创建了郑州励展文化传媒有限公司(以下简称“励展传媒”),就是想以此为试验田,检验一下自己的创业思路,并想通过商业计划书的形式,分析未来五年内的投资回报,筹集风险投资基金。甚至,依托动漫产业广阔的市场前景以及国家各级机关的鼓励政策,我还大胆设想了一下未来IPO的可能性。下面,我将从引言、总体规划、市场分析、产品与服务、市场营销、公司管理、结论等七个方面分别论述。在引言部分,分析目前三维动画广告市场格局,并着重介绍“制播分离”后对现行影视媒介的影响以及成立文化传媒公司的初衷,为全面展开计划书谋篇布局；在总体规划部分,会对励展传媒的总体情况进行简要阐述,希望通过本部分的介绍使投资者对公司的现有状况、潜在优势以及未来目标有一个全面的了解。在市场分析部分,对三维动画的国际、国内市场情况进行了具体阐述,并着重针对省会郑州的实际情况,按照S.W.O.T方法,具体分析视频动画广告目标市场的发展趋势。在产品与服务部分,从视频产品的“新媒体”解决方案,到组织开发等方面进行了详细论证。在市场营销部分,通过励展传媒目前已有的社会关系特征,详细探讨在未来营销领域的渠道与方式；在公司管理部分,对励展传媒的组织、人事、薪酬和股权计划进行全面规划,并从励展传媒的管理运作、财务支持等五个方面进行了分别预测。为未来风险投资者提供数据参考。在最后的结论部分,总结全篇内容并总结收尾。除此之外,在未来的计划实施过程中,我希望能够通过公司的实际运营,重点解决以下三个问题：1.破解有关“媒体不养老”的行业难题,并通过自己的创业经历找出切实可行的解决方案；2.“视频动画”在目前国内尤其是河南市场的前景分析；3.微小型广告公司如何打造自己的核心竞争力,以适应激烈的市场环境?更多还原

【Abstract】 Animation, it was called "the last generated outside, from the industry profits" is limited to gradually open process, is filled with huge commercial temptation. In recent years, along with China in the world economy stage strengthen ceaselessly, foreign powers, especially transnational animation of the media giants, inviting "cake" preferred by, In China, because China is recognized as the most promising industry, animation and social capital by the widespread concern. And I look in the TV media, experienced three reforms tide, originally reigns status has almost let network, mobile TV, video and other emerging outdoor LED the impact of media fragmentation. So, the traditional media face new era should be how to change the competitive? In television, especially in the field of separation commission, originally made by "plan" in the face of media practitioners shunt, integration of where to go? In recent years, television and entertainment and tend to make company operating system gradually gained recognition. As always stand in front of the TV industry professionals, how to change because of potential being made by socialization? How can the change in the future belongs to own found in business? How can the social relations will be his inherent advantage reasonably into productivity? And rely on independent business change "media not endowment" industry circle? These are the questions we need to face reality. I believe that TV practitioners to partner or joint-stock company, established cultural media forms of media platform will use all kinds of professional animation transplanted into the scope of advertising, is relatively new face "system effectively separated after planting large face", "integration of shunt" personnel again of obtain employment solutions. Relying on the provincial TV broadcast media platform and improve the maturity of the television networks, with high starting point, practitioners with low threshold into current industry caused by malignant competition situation, and their professional skills through market demand, not out by executive order to regulate, and is able to create amazing transmission capacity and low cost solutions of the animation. Based on this idea, I in October 2009 and two colleagues partnership established Zhengzhou Lizhan cultural media Co., LTD. (hereinafter referred to as "Lizhan"), is to media for testing, test my business idea, and through the analysis of business plan, in the next five years, raising the return on investment risk investment funds. Even cartoon industry, relying on the wide prospect of market and national levels of authority, I also encourage policy ideas about the future bold IPO. Below, I will describe (introduction) from the background, overall planning, market analysis, products and services, marketing, management, closing seven aspects respectively.In the introduction section, analyzed the current 3d animation advertising market structure, and emphatically introduced "system of the separation of broadcast television media after" the influence of culture and media company was established for the purpose, the entire layout plan comprehensively launches,In the overall planning of media, the overall situation Lizhan, this paper briefly introduces the part by the existing investors to company, potential advantage and future goals have a comprehensive understanding.In the market analysis, the three dimensional animation in domestic and international market situation, and emphatically expounded according to the market demand, the capital, Zhengzhou, specific analysis method in accordance with S.W.O.T video animation advertising target market trends.In products and services from video products, new media "solutions", to develop the detailed aspects.In the marketing section, through extensive media of the existing social relationships, and discusses the characteristics in the field of marketing channels and ways,In the company management, to the party media organization, personnel, salary and comprehensive planning, stock plan and the media from extensive management operation, financial support from five aspects respectively prediction. For future reference data provide venture investors.In the last part of the future, provide openings in the five-year development planning may face problems and prospect forecast, and summarizes the ending, overall throughout. In addition, in the process of implementation plans for the future, I hope I can pass the actual operation, the company mainly to solve the following three issues:1) Break about "the media industry, the problem of endowment" through their entrepreneurial experience to find the feasible solutions.2)"The video animation" in the current domestic market, especially the prospect of Henan province.3) Miniature advertising company to found and create their own core competitiveness, in order to adapt to the fierce competition in the market?更多还原