大连理工大学专业学位硕士学位论文
摘要
一直以来，国内的漫画产业名声不显，然而无论是作为动画化的原作漫画创作，
又或是小说或游戏向动画改编过渡之时，漫画往往都是最好的传播载体。从文艺作品
的附属品，到独立成型的产业，再到如今作为原创内容携手平台进行动漫产业全链条
开发的崭新模式，漫画产业的革新以令人讶然的速度飞快进行着。然而，飞快的发展
速度不可避免的造成产业模式的不规范，突然暴增的市场需求也同样让眼红的资本巨
头以自我利益为中心疯狂地以向着有利于自身的方向改变着行业规则。如何在充满机
遇与危机的蓝海市场中把握住大势，怎样在诡谲的产品走向中发展出一条适合自己的
独特方向，几乎成了漫画产业内各个公司的共同难题。
本文首先通过对国内外漫画产业的发展研究以及国内漫画市场的内外部环境分析
调查，对未来的发展情况与前景展望等信息进行简要分析，进而从宏观角度论述 M 公
司的外部综合状况。随后根据M 公司现今具体存在的人员管理问题，市场多元化问
题，以战略管理思想为指导，PEST、SWOT 分析为基础，力求将M 公司包括内外部
环境、公司优劣势尽量简明的展现出来，并在相关论证与研究之下提出解决 M 公司现
存问题的市场开发战略与互补联盟政策等实施与保障方法。面对新兴漫画市场带来的
诸多挑战，在解决 M 公司问题的同时，本文也针对漫画产业的流程标准化、人员考核
评估办法等方面进行了研究与探讨。与此同时，针对漫画公司的可行性发展办法与盈
利方式，在文中也同样进行了具有建设性的前沿研究。除此之外，在同类企业组成产
业联盟，共同推进产业流程优化、与国外企业进行双赢互惠的合作，组建漫画产业产
品供应链等方面本文也进行了一定程度的讨论。
本文对 M公司所在的漫画产业战略管理进行考量、规划与建议，以谋求对 M公司
自身战略走向提供有力方案，并对漫画产业的发展起到一定的借鉴作用。
关键词：漫画产业；发展战略；SWOT 分析；PEST 分析
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M漫画公司发展战略研究
Research on development strategy of M comic company
Abstract
Domestic comics industry has not been known very well for a long time. However, the
fact that it is the original cartoon creation of animation and that it’s the necessary procedure
when a novel or a game is tried to be adapted into an animation, leading the cartoon to be the
best carrier of dissemination. Comics, changing from the accessories of literary and artistic
works to an independent industry, and now to the brand-new mode which uses original works
to develop the entire animation industry with well-known platforms, the innovation of the
comic industryis progressingat anamazing speed.However, therapid development
inevitably leads to the non-standard industrial model. The sudden increase of market demand
also makes the jealous capital giants crazy to change the industry rules in favor of their own
interests. How to grasp the general trend in the blue ocean market full of opportunities and
crises and how to develop a unique direction suitable for yourself in the treacherous product
trend has almost become a common problem for all companies in the comic industry.
Firstly, through the research on the development of domestic and foreign comic industry
as well as the analysis and investigation of the internal and external environment of domestic
comic market, this thesis briefly analyzes the future development and prospect of this industry,
and then discussesthe external comprehensive situationof M company froma macro
perspective. Then, according to M company’s specific problems which exists in the personnel
management and the market diversification currently, this thesis, guided by the strategic
management ideas and based on pest and SWOT analysis, will strive to show the advantages
and disadvantages of M company with its internal and external environment as concisely as
possible. Meanwhile, this thesis will also put forward the implementation and guarantee
methods including market development strategy and complementary alliance policy to solve
the existing problems of M company under empirical research. Facing many challenges
brought by the emerging cartoon market, while solving the problems of M company, this
thesis alsostudies and discussesthe process standardizationand personnel assessment
methods of the cartoon industry. At the same time, this thesis also conducted a constructive
frontier research on the feasible development methods and profit modes of comic companies.
In addition, this thesis also discusses the formation of industrial alliance by similar enterprises,
jointlypromotingindustrialprocessoptimization,win-winandmutuallybeneficial
cooperation with foreign enterprises, and the establishment of comic industry product supply
chain.
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大连理工大学专业学位硕士学位论文
The strategic management of the comics industry in which M company is located should
be considered, planned and suggested as well in order to provide a powerful plan for the
strategic direction of M Company and play a certain reference role for the development of the
comics industry.
Key Words：Comic industry; Development strategy; SWOT analysis; PEST analysis
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