Development Strategy Study On Shanghai City Comic Company

Established in2006, Shanghai City Comic Company is a limitedcompany concentrating on composing, sale and image authorizationof teenager comics. In order to further development of the companybased on current situation of China Animation&Comic Industry andcompany advantages and merits, the thesis aims at feasible devel-opment strategy of company for next5years.At the very beginning, the thesis illustrated current situation ofmacro-environment of China Animation&Comic Industry, develop-ment of the industry chain, and Contrast&analysis among advancedforeign countries’, and future trend of China related companies. Fur-thermore, the derivative industry, production&broadcasting industry,children&youngster markets are analysis and compared. And then,the strength, condition&plight of the company are dissected in a mi-cro level. Secondly, STP analysis method byWendell R. Smith and MichalPorter’s Five Forces model are applied to generate a strategy thatcan meet the requirement&state of the company. The strategydeems that the company should keep the influence and brandawareness in youngster market; meanwhile take full use of itsbroadcasting advantage in developing cartoons of children andthen drives the sales of related derivative products on early ed-ucation. The company should learn from success case of Qiaohuin China market and fill the blank of similarderivative products tobecome leader in niche market of children animation and comicindustry should transit from zero-sum competition to B2B win-winmodel by marketing, and capture the market finally.Moreover, suggestions and advices are raised on strategy im-plementation of product and marketing. The thesis also talks aboutthe question and proposal of product cost performance, talents res-ervation&selection and intelligence protection.