摘要：本课题旨在研究动漫及其衍生品行业中的战略联盟关系，提出对我国动漫及其衍生品行业发展的一些建议。在竞争激烈的环境中，仅依靠兼并或收购来发展企业是非常困难的，它在时间和灵活性方面都存在着很大缺陷。联盟的优势在于它保证了企业各自的独立性。通过联盟，企业可以实现战略目标、提升竞争力、开拓市场、争取规模经济、降低经营风险等。动漫行业是近些年来发展较快的新兴行业，虽然目前中国的动漫行业正在迅猛发展，可是与以美国为代表的美洲、以日本为代表的亚洲、以法国为代表的欧洲三大动漫行业巨头比较还有着很大差距。本课题的研究首先可以为中国动漫行业提出一些联盟的建议，避免成为外国动漫的翻版或者是他们的加工基地；其次伴随着动漫行业的发展也带动了其衍生品行业的发展，例如玩具、游戏、主题公园等。
关键词：动漫、战略联盟、联盟优势、衍生品
Abstract：The research will lead to strategic alliance relation among the animation industry and its derivatives, as well as some recommendations for their developments. In this highly competitive environment, it’s very difficult to develop enterprises only depends on their takeovers or mergers, for it has great flaws both in time and flexibility. The advantages of alliance are that it ensures relative independence of enterprises, what’s more, it helps enterprises in many aspects, such as the realization of the Strategic Objectives, the promotion of the Competitiveness, Market Exploitation, the capture of Economies of scale, the reduction of Business risk and so on. The animation industry is a burgeoning industry which has developed quickly in recent years, although we has made a rapid development in this field, there is still a huge gap among China and the three animation –industry tycoons：America—represented by the United States，Asia- represented by Japan， Europe- represented by France.The research of this thesis first can provide some alliance advices for China animation industry, which can permit it to avoid becoming the repeat or the processing base of foreign countries. Second, the development of animation industry also promote the development of its derivatives, such as the toy industry, the game industry, and the theme park.
Keywords: animation, strategic alliances, alliance advantage, derivatives
