在中国经济软着陆，限产能，众多企业被迫转型的困境下，作为文化创意产业，动 漫不仅没有受影响，反而得到投资者的追捧和青睐。在各级政府的大力扶持下，我国动 漫产业无论在内容还是技术上都有了量与质的飞跃。从内容上，国产原创动漫开始得到 国人的认可和喜爱。同时，随着三维技术（3D）、虚拟现实（VR）及增强现实（AR）等 高科技在动漫领域的广泛应用，动漫产业开始实现跨界融合。 本文通过商业计划书的形式，综合运用 SWOT 分析、波士顿矩阵及营销 4P 等管理理 论知识，从公司主要产品、商业模式及盈利模式、营销渠道、价格体系等方面进行分析， 通过制定翔实的产品策略、价格策略、营销策略，对预期收益及融资进行评价和预测， 并对风险进行分析，提出防范措施，帮助公司制定发展战略，指导公司运营和招商引资。 本文运用文献研究法，通过收集、整理和分析与动漫产业有关的文献资料来对商业 计划书中的各关键点进行分析，帮助公司决策；文章还采用案例分析法，通过对国内外 有影响力的动漫企业进行分析，如华特迪士尼、奥飞娱乐、三辰卡通等公司，总结成功 经验，吸取失败教训；本文运用更多的是实地调查法，通过对话国内外动漫行业资深人 士，了解全球及中国动漫产业的现状，并与创始人及核心团队反复多次开会沟通，集思 广益，共同决策。 本文的创新点在于引入新媒体动漫的概念，指出新媒体动漫在动漫产业发展过程中 扮演的重要角色。公司营销渠道的建设重点也将放在移动App平台及微信公众号的创建， 希望公司发展可以通过新媒体动漫起到事半功倍、突飞猛进的效果。 综上所述，北京爱狗狗动漫创意有限公司所拥有的资源及其商业模式具有核心竞争 力，产品设计定位清晰，营销策略切实可行，是个具有发展前景、值得投资者密切关注 的公司。 关键词，动漫；新媒体动漫；IP（版权）；动漫衍生产品；商业计划书II Abstract While many Chinese enterprises are facing great difficulties of transformation and limited capacity in the economical soft-landing era, the animation industry, as a cultural & creative industry, remains popular and is often a preferable choice for investors. With great support from the government, Chinese animation industry has made great improvement both materially and technically. The Chinese-origin animations are getting more and more popular among Chinese population and, with the introduction of 3D, VR and AR high technologies, the animation industry begin to integrate with other industries. The thesis is written in a form of business plan. Appling the SWOT Matrix, Boston Matrix and 4P marketing tool comprehensively, It sets up a detailed product, price and marketing strategy through the analysis of core products, business models and profit analysis, place and price of marketing and etc. It also assesses finance and investments, analyzed risks and gave solutions. With all of the above, the plan helps to set up developing strategies and gives guidance for business operation and investments. The thesis used literature study method, collected, organized and analyzed literatures extensively related to animation industry, analyzed the key issues of business plans, helps company to make decisions. It also used case study method, analyzed these remarkable animation corporations, such as Walt Disney, Ao Fei Media and San Chen Carton, to learn both good and bad lessons from them. The last and most often used method was filed survey. The writer interviewed several senior animation industrial people both domestic and international, to understand the current international and domestic animation situation. And through regular meeting and discussion with the founder and core team members, it helped to recognize business opportunities and to set up plans. The innovation of the thesis was the introduction and application of new media animation. It pointed out that new media animation will become the turning point some day in animation industry. Currently, the company is focusing on new media animation founding such as App and We Chat in an attempt to receive a great surge in sales and fast development in the near future. In conclusion, Beijing Agogo Animation and Creative Company is enriched in various resources with good business models. It is a promising company with core competing advantages, clear product orientation and practical marketing strategies, that is attractive to investors. Key Words: Animation; New Media Animation; IP(Intellectual Property); Animation Derivatives; Business PlanIII 目录 第 1 章 绪论.............................................................1 1.1 研究背景..........................................................1 1.2 研究目的与意义....................................................1 1.3 文献综述..........................................................2 1.4 研究方法..........................................................4 1.5 报告结构..........................................................5 第 2 章 北京爱狗狗动漫创意有限公司简介...................................6 2.1 公司成立背景......................................................6 2.2 公司创始人及核心团队简介..........................................7 2.2.1 公司创始人简介................................................7 2.2.2 核心团队简介..................................................7 2.3 公司宗旨与企业简介................................................8 第 3 章 SWOT 分析与公司发展战略..........................................10 3.1 中国动漫产业宏观分析..............................................10 3.1.1 政治环境......................................................10 3.1.2 经济环境......................................................10 3.1.3 社会文化环境..................................................10 3.1.4 技术环境......................................................10 3.1.5 全球动漫产业现状..............................................11 3.1.6 中国动漫产业现状与挑战........................................11 3.2 SWOT 分析........................................................12 3.3 公司发展战略......................................................13 第 4 章 公司主要产品、商业模式及盈利模式.................................14 4.1 公司主要产品......................................................14 4.2 商业模式..........................................................18 4.3 盈利模式..........................................................18 第 5 章 市场营销规划.....................................................20 5.1 市场分析..........................................................20 5.2 营销策略..........................................................21 5.3 销售渠道建设......................................................21 5.4 价格体系..........................................................23IV 第 6 章 公司管理.........................................................25 6.1 组织结构及主要职能部门职责........................................25 6.1.1 组织结构图....................................................25 6.1.2 主要职能部门职责..............................................25 6.2 人力资源与薪酬设计及股权分配与认购计划............................26 第 7 章 财务分析与风险控制...............................................27 7.1 财务分析..........................................................27 7.1.1 正常经营销售收入预测..........................................27 7.1.2 正常经营成本及费用预测........................................27 7.1.3 预计利润及利润表..............................................28 7.1.4 预计现金流量表................................................28 7.2 风险分析与对策....................................................29 7.2.1 可能存在的风险................................................29 7.2.2 风险对策......................................................30 第 8 章 结论.............................................................33