郑州励展文化传媒有限公司商业计划书

发布时间：2018-05-04 04:04

本文选题：制播分离 + 三维动画　；参考：《郑州大学》2010年硕士论文

【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?
[Abstract]:Animation, which is called "the last to produce a profit", is undoubtedly full of great commercial temptation in the process of being restricted to the gradual opening up. In recent years, with the strength of China's strength in the world economic stage, foreign, especially the multinational animation media giants, have added to this tempting "cake". In China, animation is also widely paid attention to social capital because it is recognized as the most promising industry in China. And after three waves of change, the original unshaken position has almost been broken by the impact of emerging video media such as network, mobile TV, outdoor LED and other new video media. What should the traditional media face the competition in the new era? How can we find the future of our business? How can we find the future of our own business? How can we turn our inherent social relations into productive forces and change the "medium" by self-reliance? It is a real problem that we need to face directly. I think that the employees of TV stations set up a cultural media company in the form of partner or stock system, and use the known media platform to transplant professional animation into various emerging advertisements. It is more effective to face the "separation of broadcasting". Relying on the mature broadcasting platform of the provincial film and television media and the perfect interpersonal network, the former television practitioners can face the vicious competition situation caused by the low threshold of the current industry, and pass their own professional skills through the market demand, not the original. In this way, in October 2009, I created the Zhengzhou reed Cultural Media Co., Ltd. (hereinafter referred to as "the promotion media") in partnership with 2 colleagues (hereinafter referred to as "the promotion media"). In the form of business plan, we want to analyze the return on investment in the next five years and raise the venture capital fund through the form of business plan. Even, relying on the broad market prospects of the animation industry and the encouragement policy of the state organs at all levels, I also boldly conceive the possibility of the future IPO. Analysis, product and service, marketing, company management, conclusion and so on seven aspects are discussed respectively.
In the introduction, this paper analyzes the current pattern of the three-dimensional animation advertising market, and focuses on the introduction of the impact on the current film and television media and the original intention of the establishment of a cultural media company, in order to make a comprehensive plan for the layout of the plan.
In the overall planning section, the overall situation of the promotion of the media is briefly described. It is hoped that the introduction of this part will give investors a comprehensive understanding of the current situation, potential advantages and future goals of the company.
In the part of market analysis, the international and domestic market situation of 3D animation is elaborated, and the development trend of the target market of video animation advertising is analyzed in detail in accordance with the actual situation of Zhengzhou province and the S.W.O.T method.
In the part of products and services, the new media solution of video products and organization development are demonstrated in detail.
In the marketing section, the channels and ways of future marketing are discussed in detail through the characteristics of reed media's existing social relations.
In the management part of the company, it makes a comprehensive plan for the organization, personnel, salary and equity plan of the media, and forecasts the five aspects, such as the management operation and financial support of the media, and provides the data reference for the future venture investors.
In the final conclusion, we summarize the whole content and summarize the conclusion.
In addition, in the future plan implementation process, I hope that through the actual operation of the company, we will focus on solving the following three problems:
1., crack down on the industry problems of "media not providing for the aged" and find out practical solutions through their own entrepreneurial experience.
2. the analysis of the prospect of "video animation" in the current domestic market, especially in Henan.
3. how can micro advertising companies build their core competitiveness to adapt to the fierce market environment?

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F272;G206-F

【参考文献】