分 类 号 F272 单 位 代 码 10447
密级无 学 号 1940262107
专业 硕士学 位论文
JZ 动画公司发展战略研究
Research on the Development Strategy
of JZ Animation Co.,Ltd.
作 者 姓 名 张倩
专 业 名 称工商管理
指导教师姓名 张福明教授
学 院 MBA 教育中心
论文提交日期 2022 年 06 月聊城大学专业硕士学位论文
摘 要
经济水平不断提高和科学技术不断进步，促进了文化创意产业快速发展；5G 技
术商用服务启用，引发了信息传播的革命性变化，这为文化创意企业带来新的机遇与
挑战。JZ 动画公司作为一家专注于文化创意服务的企业，想要在此次契机中把握机
遇，应对挑战，必须重新规划企业的发展战略。
本文采用文献研究法、访谈法、问卷调查法、案例研究法对 JZ 动画公司内、外
部环境进行分析，归纳出内、外部环境关键影响因素；运用内部因素评价矩阵、外部
因素评价矩阵、SWOT 分析法对该公司发展的关键影响因素进行综合分析，提出适合
JZ 动画公司的发展战略。
企业发展战略框架由战略愿景、战略目标、业务战略、职能战略四个因素组成。
JZ 动画公司战略愿景是成为中国文化创意服务领导品牌。战略目标是发展成文化创
意行业排名前十的品牌，在2025 年成功上市创业板，年营业收入达到 5000 万元，粉
丝数突破 1000 万人。业务战略包括三个方面，分别是：根植本市，辐射齐鲁，走向
全国的区域战略；以客户为中心，为客户创造价值的客户战略；立足创新，提供“一
体化文化包装，一站式推广服务”的产品战略。职能战略包括五个方面，分别是：融
媒体产品开发战略；走向全国的市场开发战略；5G 赋能的技术领先战略、建立学习
型组织的人才战略和防御型的财务战略。希望通过发展战略的实施，JZ 动画公司能
够抓住发展机遇，取得飞跃式发展。
关键词：企业发展战略；增长型战略；SWOT分析；战略实施
i聊城大学专业硕士学位论文
ABSTRACT
The continuous improvement of economic level and science and technology has
promoted the rapid development of cultural and creative industries; The launch of 5g
technology commercial services has triggered a revolutionary change in information
dissemination, which has brought new opportunities and challenges to cultural and creative
enterprises.As an enterprise focusing on cultural and creative services, JZ Animation
Co.,Ltd. must re plan its development strategy if it wants to seize the opportunity and meet
the challenges.
This paper analyzes the internal and external environment of JZ Animation Co.,Ltd.
by using the methods of literature research, interview, questionnaire and case study, and
summarizes the key influencing factors of the internal and external environment; Using the
internal factor evaluation matrix, external factor evaluation matrix and SWOT analysis
method, this paper comprehensively analyzes the key influencing factors of the company;s
development, and puts forward the development strategy suitable for JZ Animation
Co.,Ltd.
The strategic framework of enterprise development consists of four factors: strategic
vision, strategic objectives, business strategy and functional strategy. The strategic vision
of JZ Animation Co.,Ltd. is to become a leading brand of cultural and creative services in
China. The strategic goal is to develop into a top ten brand in the cultural and creative
industry, and be successfully listed on the GEM in 2025, with an operating revenue of 50
million and a number of fans of more than 10 million. The business strategy includes three
aspects: the regional strategy of rooting in the city, radiating Qilu and moving towards the
whole country; the customer strategy of taking customers as the center and creating value
for customers; the product strategy of providing "integrated cultural packaging and
one-stop promotion services" based on innovation.The functional strategy includes five
aspects: the development strategy of financial media products; market development
strategy towards the whole country; 5G enabling technology leading strategy;talent
ii聊城大学专业硕士学位论文
strategy for establishing learning organization and defensive financial strategy. It is hoped
that through the implementation of the development strategy, JZ Animation Co.,Ltd. can
seize this opportunity for development, to achieve a leap-forward development.
Key Words: Enterprise Development Strategy; Growth Strategy;SWOT Analysis;
Strategy Implementation
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