中國動畫電影商業模式分析
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2014
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Abstract
本研究探討中國動畫電影商業模式，目的在於為動畫電影製作尋求獲利及建立可複製的商業模式。期望動畫電影製作公司能透過商業模式達到獲利目標，一方面滿足觀眾娛樂需求的期待，同時經營動畫電影的品牌價值、擴大相關收益，成為可長期經營的動畫公司。
文獻以探討美國知名動畫電影的產業資料為基礎，揭示成熟動畫產業的電影商業模式，對照目前中國動畫電影的發展現況。研究方法為訪談法及資料分析，是以立意抽樣方式訪問台灣與中國動畫公司的高階主管，受訪者皆對於商業動畫電影有全面性觀點，再將訪談內容與文獻、次級資料等進行交互比對，以獲得貼近產業現況的研究結果。
研究結果分二部分說明：
第一部分，中國動畫電影的商業模式。研究者設定資源條件，如同動畫電影製作公司所面臨的初始狀況，演示中國動畫電影商業模式在各階段的運用，分為探索階段和執行階段進行論述。
1.中國動畫公司其動畫電影的探索階段：在故事開發階段結束，會確認商業模式圖的全貌，作為探索階段的假設。再進入故事腳本階段，即為探索階段的驗證。如果腳本階段發現需要退回到上個階段，再次修改故事，已有的商業模式圖會有相對應的修改。
2.中國動畫公司其動畫電影的執行階段：進入製作階段就是實現專案進度快速增長的時期，也是驗證探索階段的商業模式圖。此階段是未來動畫電影銷售的準備期，可以將商業模式圖發展成多邊平台的樣式，為新的合作需求成立新的商業模式圖，執行版權及授權各項的營收規劃。
第二部分，本研究針對中國動畫電影的短、中、長期目標提出建議：
1.短期目標：（1）應追求電影票房回收獲利，學習迪士尼商業模式，以合家歡市場為主要目標觀眾；（2）藉由動畫電影建立品牌，授權電影商品並發展兒童周邊市場。
2.中程目標：（1）得到可複製的獲利商業模式，進而發展可長期經營的動畫公司；（2）建立優質動畫電影的品牌形象；（3）吸引更多優秀專業人才，讓動畫團隊能持續穩定地推出更多動畫電影；（4）擴大發展異業結盟。
3.長期目標：當動畫公司能穩定發展時（1）垂直及水平整合產業資源，建立動畫產業鏈結構；（2）將商品授權經營及相關事業推展到全球市場。
對於有心朝向動畫電影製作的管理者以及投資者，在擬定商業計畫時，有兩項執行建議：
1.建立商業模式，有系統記錄和管理專案過程中各種的不確定性。
2.藉由商業模式流程「假設－測試－修改」的驗證，避免偏執於某些想法而脫離商業需求，以降低製作風險。
本研究對於動畫電影的管理者或投資者而言，商業模式是建構動畫電影專案藍圖的方法，目的是要有效地提高獲利機會、降低營運風險。對於所有的動畫業界人士而言，透過本研究可以解構目前公司的商業模式，向公司提出個人專業職責上的看法，連結管理者和製作團隊之間討論公司專案的商業模式時，有可共同參與的模式圖作為討論參考。對於未來想投入動畫產業的人才，能透過本研究更加了解動畫電影的管理與製程。
This research tries to establish a reproducible business model base on existing animation business model in China. Results are expected to provide guidelines for new animation companies to gain profits, audience satisfaction, and brand values then become a long-existing company. This research compares current animation market in China base on mature companies in US andtheir business models. Research methods include interviews with managers in Taiwan and China and data analysis with references, interview content and second-ordered materials. Results have two folds. First, a business model suits Chinese animation. With proper resource limitation to simulate situations that an animation maker would face in real world, researcher discusses different strategies are applied in discovery and execution stage. 1. Discovery stage: After the story idea has been decided, the proposed business plan would have a better overall picture. Then story idea developed into a story line, this phase is to validate the result of discovery stage. If the story line needs to be modified, story idea is reviewed again and business plan is also modified accordingly. 2. Execution stage: This is a stage to develop all aspects in a project. The business plan is also validated in execution stage. All preparation would be done for later animation public announcement and sales. Business plan is established with different media. Copyrights and authorization are mostly done in this stage. Second, this research provides short-term, mid-term, long-term suggestions for animation market. 1. Short-term: (1) The industry should learn from Disney business model and target for family audience in order to have profit. (2) Build new branded products base on animation characters to develop children market. 2. Mid-term: (1) Find a proper business model to have a long-existence company (2) Establish great brand image for animation industry (3) Attracting professionals for producing stable volume and quality animations (4) Have more collaboration with different industries 3. Long-term: To ensure the development of animation industry,(1) Integration resource vertically and horizontally in industry(2) Promote authorized products to global market For managers and investors who have interests to join the animation industry, two suggestions for them when plotting business strategies. 1. Build a valid business model to manage uncertainty 2. Base on “Assumption-trial-modification” flow, ensure business goal does not deviate from general audience and reduce production risks. This research to help managers and investors to understand possible business models for animation company in China and further improve profit and reduce risk. For people entering animation industry, this research provides an overall picture of management and production.
This research tries to establish a reproducible business model base on existing animation business model in China. Results are expected to provide guidelines for new animation companies to gain profits, audience satisfaction, and brand values then become a long-existing company. This research compares current animation market in China base on mature companies in US andtheir business models. Research methods include interviews with managers in Taiwan and China and data analysis with references, interview content and second-ordered materials. Results have two folds. First, a business model suits Chinese animation. With proper resource limitation to simulate situations that an animation maker would face in real world, researcher discusses different strategies are applied in discovery and execution stage. 1. Discovery stage: After the story idea has been decided, the proposed business plan would have a better overall picture. Then story idea developed into a story line, this phase is to validate the result of discovery stage. If the story line needs to be modified, story idea is reviewed again and business plan is also modified accordingly. 2. Execution stage: This is a stage to develop all aspects in a project. The business plan is also validated in execution stage. All preparation would be done for later animation public announcement and sales. Business plan is established with different media. Copyrights and authorization are mostly done in this stage. Second, this research provides short-term, mid-term, long-term suggestions for animation market. 1. Short-term: (1) The industry should learn from Disney business model and target for family audience in order to have profit. (2) Build new branded products base on animation characters to develop children market. 2. Mid-term: (1) Find a proper business model to have a long-existence company (2) Establish great brand image for animation industry (3) Attracting professionals for producing stable volume and quality animations (4) Have more collaboration with different industries 3. Long-term: To ensure the development of animation industry,(1) Integration resource vertically and horizontally in industry(2) Promote authorized products to global market For managers and investors who have interests to join the animation industry, two suggestions for them when plotting business strategies. 1. Build a valid business model to manage uncertainty 2. Base on “Assumption-trial-modification” flow, ensure business goal does not deviate from general audience and reduce production risks. This research to help managers and investors to understand possible business models for animation company in China and further improve profit and reduce risk. For people entering animation industry, this research provides an overall picture of management and production.
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Keywords
中國動畫, 商業模式, 獲利模式, 商業模式圖, 動畫電影, Chinese animation, business model, profit model, business model canvas, animation