A Study On Competitiveness And Competitive Strategy Of ACG Journals In China

Into the 21st century, the ACG Industry, which is promoting by s series of preferential policies worked out by nation, has become the most vigorous pioneer in the development of the cultural creative industry in China. Therefore, researches about the ACG Industry have become more and more concerned about hot topics of the academic and the industry. As an important carrier of ideas in ACG Industry, and also the solid foundation for steady progress of ACG Industry, the role of ACG Journals have much more important than before.After going through the period of some influential ACG Journals such as "Beijing Cartoon","Shinkansen"and"Anime Comic Time" had't been published, ACG Journals have emerged in market of journals in the last two years, and then have confronted a new opportunity for development. With some brand ACG Journals such as "Comic Fans","Comicguests","Micky Mouse"and"Wit & Humor"has occupied market, a lot of new journals that contain "Garden Baby","Honh Mao Lan Tu","Happy Goat and Grey Wolf"and "Little Cherry" have published to enter the competition. The market competition of ACG Journals will become more and more fierce. To build the competitive advantage and thus strengthen their competitive power, is the main purpose in this thesis. So the thesis introduces the Porter's Competitive Force Model of driving the competition in industry,that proposed by Michael Porter who has been known as "the Father of Competitive Strategy" at the first time in ACG Journals researches,and uses it as theoretical framework to analyze five basic competitive forces of ACG Journals in China's industry competition.In order to find out problems of China's ACG Journals in the process of development,and to stand on a expansive perspective to comprehed the competitive situation of ACG Journals'trade.For purpose of enhancing the self competition of publish companies,they are going to work out some more pertinecy and different competitive strategies.The chapter one focuses on the background and significance of the research, the current research situation at home and abroad, the main content and innovations in the thesis, and some methods of the research. The chapter two analyzes current situation of ACG Journals in China from four aspects like regional distribution,divided varieties,market condition and readers status, and then poses that the absence of strong competitive power is the biggest problem of ACG Journals faced. The chapter three introduces Porter's Competitive Forces Model as the study of the theoretical framework, and then to research the whole competitive situation of ACG Journals in five competitive forces that contain suppliers, power of customers, competitive rivalry within an industry,new entrants and substitute products, so that it can discover some problems of ACG Journals in competition,such as lacks of original quality works about comic, convergence of market position,inadequacy of readers segmentation,single of profit model and lack of human resources. The chapter four puts forward five proposals, that bases on grasping the overall situation of competition in ACG Journals industry, in order to stregthen competitive power. The five proposals are primarily encouraging the originals comic strips with national characteristics, molding brand personality to form market difference, implementing the full marketing to build a marketing network, spanning the limitation of paper medium to expand management modes and integrating resources of publication to connect ACG Industry, thus to provide some theoretical and practical reference for inspiration in the development of ACG Journals.