苏州灵动数码科技有限公司营销策略研究

南京航空航天大学硕士学位论文苏州灵动数码科技有限公司营销策略研究姓名：崔林申请学位级别：硕士专业：工商管理指导教师：段进东20080501i2080WTOSWOTiiABSTRACTInmodemsociety,cartoonindustryhasalreadybeenanintegratedandmodernizedindustrythatmeltsart,science&technology,publication,toy-making,business,tourandbroadcastingmediatogether.Thedevelopedcountriesalwayspaymuchattentiontothecartoonindustry.Inthenewcentury,cartoonindustryhasalreadybeenanimportantbroadcastingmediaindustry.Manycountrieswanttooccupytheinternationalmarketthroughdevelopingcartoonindustry.AlthoughthecartoonindustryinChinahashaditsgoldenage,sincethemiddle-laterstageof1980s,themarketofcartoonindustrywasoccupiedbytheoreignproductsatalltimes.China’scartoonmarketisstillattheelementarystage.Afterchina’sentrancetoWTO,thedomesticcartoonenterpriseswillfacemorechallengeandtests.Withthesupportofnationalindustry’spolicies,howtofindoutawayforthenativecartoonenterprisestoestablisheditsownmarketingstrategiesbecomesanimportantissue.SinceSuzhouLingToonzDigitalTechnologycompanyhasbeenbuilt,itwasengagedintheproductionofcomputeranimationforforeigncompaniesallalong.Inrecentyears,thecompetitionstatusisgettingworse.Butwiththefastdevelopmentofdomesticcartoonandanimationindustry,ithasgainedagoodrisingopportunityforthecompany.Withmorechallengesandopportunities,LingToonzhavetoadjustandenforceitsmarketingstrategy.Originalanimationanditsderivateproductionswillbethedirectionofdevelopmentinthefuture.MagicToonzneedtoexploitnewrisingmarketanddevelopnewproductstomakeaintegratedindustrychain.Thecompanyhastoenforceitsbrandfameandincreaseitsmarketoccupancytogainmoreadvantagesandtomakeitselfstronger.Thisarticlehasconductedthedetailedanalysistoitsmacroscopicandmicrocosmicenvironmentandthesystematicresearchtoitsnextenterprisemarketingstrategy,andElaboratedontheenterprise’smarketingstrategyanddirectionindetail.Accordinglymakethemarketingstrategiesforthecompany,anddescribedtheapplianceandcontrolofthemarketingstrategies.Theanalysisandresearchinthisarticlewillbevaluableinbothguidanceandreferenceforthecompany.KeywordsCartoonindustryStrategictargetMarketingstrategySWOTanalysisv2.1………………………………………………..…...82.2……………………………………………………………..….…102.3……………………………………………………………….…113.1……………………………………………….…...163.2…………………………………………………173.3……………………………………..……..253.419962007………………….…………..………….…263.5….…………………………………………...………….304.1…………………………..……………………..…………444.2……………..….…………………….…..……..474.3…………………………….…………….…….…………..492.1………………………………….….……72.2………………………………………………………………...…...82.3………………………………………………..…93.1SWOT……………………………………………………..183.2………………………………...……………………….233.3………….…………...…243.4………………………..………..244.1…………………………………………………364.2………………………………………………434.3………………………………………………………43,11.1,21IT,200628008000GDP7.9%4230%8060%29%11%20052000WTO,1.221.2.120024S[1]E2005[2](2006)[3]1.2.22007,,[4]2006CDDVD()()()[5]2007[6]31.3IT121.4SWOT[8]1.5412352.12.1.1Berry1983,8090(Nordicschool)[9]IMP(IndustrialMarketingandPurchasingGroup)[10]90[11]:()()()()[12]30R301713[13]6[14]1991101020[15]2.1.2(2.1)72.12.22.2.11(2.2)[17]82.2///2(2.1)[18]2.1(2.3)92.31.2.3.4./1.2.3.1.2.3.1.23.103(Williamson):[19]2.2.22.2,,2.2112.32.3/202.32.3.1/1219851018--(SecurityFirstNetworkBank).(TreasuryandFinancialOutsourcingService)()()):()2.3.2131214//153.13.1.1/12Qdvdvcd19993.1.29163.11211420003.1.313.2173.230%200414%28%25%23.2SWOT18SWOT[22]3.13.1SWOTSWOT3.2.11Softimage|XSIMaya3DSMax2(MotionCapture)193SOFTIMAGE|XSINvidiaCg20~60CPU4SOFTIMAGEBehavior[23]MayaMax5AvidAlienbrainStudio—[24]TheManagerClientTheDesignerClientTheDeveloperClientAlienbrainStudio2013350047003.2.2129318.3%216.6%758.3%216.6%20—30541.7%31—40433.3%40325%200513006%3.2.312006420“”60%200621200661(17002100)602[25]20059200561“11”2005913“”2232006426“”15“”“”4200512.532006254.32334.4%[26]3.23.2%20031267430.7584560636.228083763.7820041267270.6954806437.667956362.3420051284530.6455021239.097824160.9120061292270.6015237640.537685159.4720071299880.5895441341.567557558.1420030.65%3.3[27]40-50%30-40%3.4200724200354.2%2006200374.7%3.3%%2003628039.22253.449.120046859.637.92366.447.720057702.837.72475.646.22006847237.12622.245.62007942237.72936.447.23.420032004200520062007GDP89400959001024001167001365006280686077038472942249985309.01602.9865117182.1669.58690902.28934.381032.8146.92139.35245.16264.47256.65520061222007905791020052919591752850001802560%29%11%126003502009001000100200300400500600700800900100013.3261996-200705000100001500020000250003000035000400004500011996199719981999200020012002200320042005200620073.4199620073.41996200720042181971%20054275996%2006282420083.2.4128500018060%29%11%27“”“”“”228”66.5“”3“”“”292044“”“”“”“”“”70%30SOWT3.3·213.5313.3.12800150090%5001000100010%300122005613.5%5.6%7.1%34220012001800561550323.3.23.3.360333.3.43.3.5AUTODESK3DSMaxA|WMayaLightWaveLightwave3DSOFTIMAGEXSISOFTIMAGESOFTIMAGESOFTIMAGE|XSIFOUNDATIONSOFTIMAGESOFTIMAGE24%—37%344.11.54.21.52000354.34.3.1124.3.2364.14.14.3.3123374.3.469%24.8%18.6%17.7%64%43.3%[28]4.44.4.14.4.1.1[29]384.4.1.24.4.1.3[30]1234564.4.1.412394.4.24.4.2.1123454.4.2.2401[31]234.4.34.4.3.11234.4.3.2141234.4.3.3123424.4.44.4.4.