CFP汉华易美图片库发展战略研究
发布时间：2018-11-03 10:07
【摘要】：近年来文化创意产业在世界经济社会发展中发挥着越来越重要的作用。有关资料表明，全世界文化创意产业每天创造220亿美元的价值，并且还在以5%的速度递增。《国家十一五时期文化发展规划纲要》明确提出了国家发展文化创意产业的主要任务，全国各大城市也都推出相关政策支持和推动文化创意产业的发展。而对于文化创意类公司如何能把握内外部机遇，选择合适的发展战略，在配合国家整体经济战略转型的同时，，发展壮大自己，显得十分重要，企业战略管理是否成功，决定了企业发展的命脉。 图片产业是文化创意产业的重要分支，拥有文化创意产业的全部要素和特征，图片产业所展现出来的巨大的创意性和原创性是图片产业所谓文化创意产业核心体现。 中国图片市场的发展与国际相比，无论在理论上还是实践上都有巨大的差距。改革开放，促进了社会的发展与经济的繁荣，互联网的发展催生了商业图片库，真正的图片市场是在20世纪九十年代初兴起的。目前，中国图片的市场化水平还不是很高，图片市场受多种因素的制约，市场范围也不是很大。但是我们相信随着社会经济的发展，知识产权保护意识的增强、以及数字读图时代的到来，中国的图片市场会逐步走向成熟。 国内编辑类图片库以新华社创办的图片库photomall为首大大小小上百家，在线图片代理行业开始有激烈的竞争，CFP汉华易美图片库也不例外，需要在这个行里找到自己的立足之地。虽然最近几年CFP汉华易美图片库（简称CFP）在编辑类图片代理行业取得了不错的成绩，但运营中也显露一些问题。由于频频受到国家宣传政策的限制以及与竞争对手产品同质化问题等，使公司的发展遇到障碍。因此CFP需要制定公司的整体发展战略，提高市场竞争力，提升品牌影响力，刻不容缓。 本文CFP汉华易美图片库为研究对象，结合国内图片代理行业的目前生存状态和未来发展趋势，运用企业发展战略、市场营销学和企业竞争战略的相关理论研究公司未来的发展路线，通过分析CFP图片库内外部环境、找到企业发展的机遇与挑战，分析企业生存环境的优势与劣势，确保公司的发展方向以及目标在企业预定的轨道上，，最终制定出适合公司未来发展的战略。 本文属于专题性研究，主要通过实证分析的研究方法，对CFP汉华易美图片库各部门负责人进行了访谈与调查，对图片行业资深人士进行电话或者直接走访。结合本人三年的MBA学习理论知识，加上在图片行业的工作经验，最终为CFP图片库的发展战略提出了一些自己的见解。
[Abstract]:In recent years, cultural and creative industries play a more and more important role in the world economic and social development. Relevant information shows that the world's cultural and creative industries create 22 billion dollars a day. And it is also increasing at a rate of 5%. The outline of the National Cultural Development Plan for the Eleventh Five-Year Plan clearly puts forward the main tasks of the national development of cultural and creative industries. Major cities in the country also launched related policies to support and promote the development of cultural and creative industries. However, it is very important for the cultural and creative companies to grasp the internal and external opportunities, choose the appropriate development strategy, develop and strengthen themselves while cooperating with the overall economic strategic transformation of the country, and whether the strategic management of the enterprise is successful, Determine the lifeblood of enterprise development. The picture industry is an important branch of the cultural creative industry, with all the elements and characteristics of the cultural creative industry. The huge creativity and originality shown by the picture industry is the core embodiment of the so-called cultural creative industry. Compared with the international market, the development of Chinese picture market has a huge gap in theory and practice. The reform and opening up has promoted the social development and the economic prosperity, the development of the Internet has given birth to the commercial picture library, the real picture market has been rising in the early 1990s. At present, the marketization level of Chinese picture is not very high, the picture market is restricted by many factors, and the market scope is not very large. However, we believe that with the development of social economy, the enhancement of intellectual property protection consciousness and the arrival of digital picture reading era, China's picture market will gradually mature. Hundreds of domestic editing libraries, led by photomall, a photo gallery founded by Xinhua News Agency, began to face fierce competition in the online photo agency industry. CFP Hanhua Yi Mei Photo Gallery is no exception, and needs to find its own foothold in this industry. Although CFP Hanhua Yi Mei Picture Library (CFP) has made good achievements in the editing industry in recent years, some problems have also been revealed in the operation. Due to the limitation of national propaganda policy and homogenization of products with competitors, the development of the company has encountered obstacles. Therefore, CFP needs to formulate the company's overall development strategy, improve market competitiveness, enhance brand influence, it is urgent. This article CFP Hanhua Yi Mei picture library as the research object, unifies the domestic picture agency profession present existence condition and the future development tendency, uses the enterprise development strategy, The theory of marketing and competition strategy studies the future development of the company, through the analysis of the internal and external environment of CFP picture library, find out the opportunities and challenges of enterprise development, and analyze the advantages and disadvantages of the survival environment of the enterprise. Ensure that the company's development direction and objectives are on track, and ultimately formulate a strategy suitable for the future development of the company. This article belongs to the thematic research, mainly through the empirical analysis research method, has carried on the interview and the investigation to the CFP Hanhua Yi Mei picture library each department responsible person, carries on the telephone or the direct interview to the picture profession senior personage. Combined with my three years of MBA learning theory knowledge, plus working experience in the picture industry, finally for the CFP picture library development strategy put forward some of their own views.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G124;F272
本文编号：2307477
[Abstract]:In recent years, cultural and creative industries play a more and more important role in the world economic and social development. Relevant information shows that the world's cultural and creative industries create 22 billion dollars a day. And it is also increasing at a rate of 5%. The outline of the National Cultural Development Plan for the Eleventh Five-Year Plan clearly puts forward the main tasks of the national development of cultural and creative industries. Major cities in the country also launched related policies to support and promote the development of cultural and creative industries. However, it is very important for the cultural and creative companies to grasp the internal and external opportunities, choose the appropriate development strategy, develop and strengthen themselves while cooperating with the overall economic strategic transformation of the country, and whether the strategic management of the enterprise is successful, Determine the lifeblood of enterprise development. The picture industry is an important branch of the cultural creative industry, with all the elements and characteristics of the cultural creative industry. The huge creativity and originality shown by the picture industry is the core embodiment of the so-called cultural creative industry. Compared with the international market, the development of Chinese picture market has a huge gap in theory and practice. The reform and opening up has promoted the social development and the economic prosperity, the development of the Internet has given birth to the commercial picture library, the real picture market has been rising in the early 1990s. At present, the marketization level of Chinese picture is not very high, the picture market is restricted by many factors, and the market scope is not very large. However, we believe that with the development of social economy, the enhancement of intellectual property protection consciousness and the arrival of digital picture reading era, China's picture market will gradually mature. Hundreds of domestic editing libraries, led by photomall, a photo gallery founded by Xinhua News Agency, began to face fierce competition in the online photo agency industry. CFP Hanhua Yi Mei Photo Gallery is no exception, and needs to find its own foothold in this industry. Although CFP Hanhua Yi Mei Picture Library (CFP) has made good achievements in the editing industry in recent years, some problems have also been revealed in the operation. Due to the limitation of national propaganda policy and homogenization of products with competitors, the development of the company has encountered obstacles. Therefore, CFP needs to formulate the company's overall development strategy, improve market competitiveness, enhance brand influence, it is urgent. This article CFP Hanhua Yi Mei picture library as the research object, unifies the domestic picture agency profession present existence condition and the future development tendency, uses the enterprise development strategy, The theory of marketing and competition strategy studies the future development of the company, through the analysis of the internal and external environment of CFP picture library, find out the opportunities and challenges of enterprise development, and analyze the advantages and disadvantages of the survival environment of the enterprise. Ensure that the company's development direction and objectives are on track, and ultimately formulate a strategy suitable for the future development of the company. This article belongs to the thematic research, mainly through the empirical analysis research method, has carried on the interview and the investigation to the CFP Hanhua Yi Mei picture library each department responsible person, carries on the telephone or the direct interview to the picture profession senior personage. Combined with my three years of MBA learning theory knowledge, plus working experience in the picture industry, finally for the CFP picture library development strategy put forward some of their own views.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G124;F272
【参考文献】
相关硕士学位论文 前1条
1 秦大福;苏州浩辰科技发展有限公司竞争战略研究[D];首都经济贸易大学;2008年
本文编号：2307477
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