导　　师： 蓝海林

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： BIEQ是广州市财智情商动漫有限公司的注册商标和公司英文简称。广州市财智情商动漫有限公司于2010年1月开始筹建，6月底正式注册成立，公司坐落在广州高新技术产业开发区，主要从事财商动漫的设计和制作。BIEQ成立之初就确立了“一颗心，两条腿”的核心理念。一颗心是以高尚价值观传播为中心；两条腿一是指极具价值的剧本，二是指极富美感的绘本。依托着年轻、有冲劲的高水平动漫创作团队以及公司法人代表过去十多年的商业设计和经营管理经验，短短三个月的时间，将近三十本的少儿财商漫画书籍已然成稿，并与海天出版社签订了出版合同，年底之前并将在全国各大书店上架销售。 但广州市财智情商动漫有限公司深知即使产品质量过硬，传统、单一的书店销售模式并不能保证财商动漫系列丛书在市场上获得成功。财智情商动漫产品要想在竞争激烈的市场上获得成功，还需要对宏观环境、市场现状和竞争状况等进行综合、深刻的分析和研究，制定严谨、详细的竞争战略。 本文正是通过对动漫行业的宏观环境分析、行业环境分析、市场现状分析、竞争状况分析以及企业内部分析等，总结出动漫市场的机会、威胁以及企业内部的优势、劣势，为企业寻找合适的市场定位和核心竞争力，从而确定BIEQ的竞争战略。 BIEQ is referred to the Guangzhou EQ Animation Co; Ltd，a registered trademark aswell as the company. She started in January2010, formally incorporated in the end of June.The company is located in Guangzhou Hi-Tech Industrial Development Zone, is mainlyengaged in the design and production of commercial anime. BIEQ establishes a core conceptof 'one heart, two legs'. A heart is based on noble values spread; two legs, one refers to thevaluable screenplay, high-end aesthetic pictures. Relying on a young, full of energy, a highlevel of animation creation team, as well as ten years of commercial design and operatingmanagement experience, by within four months’ time, nearly thirty children's comic booksalready signed a publishing contract with the Haitian Press. They are now available by the endof this year, and on sales in major bookstores nationwide. BIEQ well known that even with superb product quality, nowadays traditional, singlebookstore sales do not guarantee to be success. In order to be successful in a competitivemarket, there still need in-depth analysis and research, comprehensivethe macroeconomicenvironment, market situation and competitive conditions, all aspects together to developrigorous and detailed competitive strategy. In this paper, it is through the analysis of all above analysis, summed up the animationmarket about opportunities and threats, internal strengths and weaknesses, to help to find theright market positioning and core competitiveness, to determine BIEQ competitive strategy.

关 键 词： 少儿财商 动漫 竞争战略

分 类 号： [F272 F719]

领　　域： [经济管理] [经济管理] [经济管理]