動漫企業(yè)的營銷策略研究
發(fā)布時間：2018-12-27 17:16
【摘要】： 隨著經(jīng)濟的發(fā)展,人民生活水平的提高,動漫產(chǎn)業(yè)已經(jīng)成為國民收入中重要的組成部分,作為動漫產(chǎn)業(yè)主體的企業(yè)以及企業(yè)所采取的營銷方式(即動漫企業(yè)的營銷,以下簡稱動漫營銷)對于產(chǎn)業(yè)的發(fā)展起著非常重要的推動作用。長期以來,歐美及日本等經(jīng)濟發(fā)達國家非常重視動漫產(chǎn)業(yè)的發(fā)展、動漫企業(yè)的營銷策略及動漫產(chǎn)品的推廣,我國也逐漸重視動漫產(chǎn)業(yè)的發(fā)展,2007年動漫產(chǎn)業(yè)在我國國民收入中占到了約10.3%的比重,當(dāng)然從另一方面講動漫的發(fā)展也打造了眾多世界知名品牌,給這些國家?guī)砹藷o限商機。 近年來,我國動漫業(yè)得到了很大的發(fā)展,但是在企業(yè)營銷方面還是存在著眾多問題,不能滿足消費者不斷增長的需求,嚴(yán)重影響了我國動漫產(chǎn)業(yè)的整體經(jīng)濟效益,成為經(jīng)濟發(fā)展過程中的薄弱環(huán)節(jié),因此如何有效制定動漫企業(yè)營銷方案成為學(xué)術(shù)界、政府和企業(yè)關(guān)注的焦點。本文寫作的目的就是想分析動漫產(chǎn)業(yè)整個產(chǎn)業(yè)鏈進進一步吸取歐美日動漫企業(yè)的先進經(jīng)驗,發(fā)展我國動漫產(chǎn)業(yè),增強我國動漫企業(yè)的競爭力,改變先有動畫片后有衍生品的傳統(tǒng)經(jīng)營理念,提出了新的營銷方法:先研發(fā)衍生品,根據(jù)衍生品的實際情況,量體裁衣地設(shè)計動漫作品,最后再擴大動漫衍生品的實際銷售。 本人首先闡述了國內(nèi)外專家學(xué)者的觀點,并根據(jù)動漫產(chǎn)品的分類,在明確了動漫產(chǎn)品概念的基礎(chǔ)上,說明了動漫產(chǎn)品存在的重要性,接著介紹了國家對于動漫產(chǎn)業(yè)的扶持政策,最后本人在分析案例的對策,品牌塑造,體驗營銷,特許經(jīng)營等方面借鑒了國內(nèi)外優(yōu)秀動漫企業(yè)成功經(jīng)驗,結(jié)合動漫企業(yè)的營銷過程中存在的問題,提出了相應(yīng)的解決問題方法和意見,希望能對促進動漫企業(yè)健康發(fā)展有所啟示。
[Abstract]:With the development of economy and the improvement of people's living standard, animation industry has become an important part of national income. Hereinafter referred to as animation marketing) for the development of the industry plays a very important role in promoting. For a long time, Europe, America and Japan and other economic developed countries attach great importance to the development of animation industry, the marketing strategy of animation companies and the promotion of animation products, China has gradually attached importance to the development of animation industry. In 2007, animation industry accounted for about 10.3% of China's national income. On the other hand, the development of animation has also created a number of world-famous brands, which has brought unlimited business opportunities to these countries. In recent years, China's animation industry has been greatly developed, but there are still many problems in enterprise marketing, which can not meet the growing needs of consumers, which seriously affect the overall economic benefits of our country's animation industry. Become the weak link in the process of economic development, so how to effectively formulate the animation business marketing program has become the focus of attention of academia, government and enterprises. The purpose of this paper is to analyze the whole industry chain of animation industry, to further absorb the advanced experience of European, American and Japanese animation companies, to develop the animation industry of our country, and to enhance the competitiveness of our country's animation companies. This paper changes the traditional management concept of first animation and then derivatives, and puts forward a new marketing method: first to develop derivatives, according to the actual situation of derivatives, to design animation works according to the actual situation of derivatives, and finally to expand the actual sales of animation derivatives. I first elaborated the domestic and foreign experts and scholars' views, and according to the classification of animation products, on the basis of a clear concept of animation products, explained the importance of the existence of animation products, and then introduced the national support policy for the animation industry, Finally, in the analysis of the case of countermeasures, brand building, experience marketing, franchise and other aspects of the successful experience of domestic and foreign excellent animation companies, combined with the animation business in the marketing process of the existing problems, Put forward the corresponding solution to the problem and advice, hoping to promote the healthy development of animation business enlightenment.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F719
本文編號：2393362
[Abstract]:With the development of economy and the improvement of people's living standard, animation industry has become an important part of national income. Hereinafter referred to as animation marketing) for the development of the industry plays a very important role in promoting. For a long time, Europe, America and Japan and other economic developed countries attach great importance to the development of animation industry, the marketing strategy of animation companies and the promotion of animation products, China has gradually attached importance to the development of animation industry. In 2007, animation industry accounted for about 10.3% of China's national income. On the other hand, the development of animation has also created a number of world-famous brands, which has brought unlimited business opportunities to these countries. In recent years, China's animation industry has been greatly developed, but there are still many problems in enterprise marketing, which can not meet the growing needs of consumers, which seriously affect the overall economic benefits of our country's animation industry. Become the weak link in the process of economic development, so how to effectively formulate the animation business marketing program has become the focus of attention of academia, government and enterprises. The purpose of this paper is to analyze the whole industry chain of animation industry, to further absorb the advanced experience of European, American and Japanese animation companies, to develop the animation industry of our country, and to enhance the competitiveness of our country's animation companies. This paper changes the traditional management concept of first animation and then derivatives, and puts forward a new marketing method: first to develop derivatives, according to the actual situation of derivatives, to design animation works according to the actual situation of derivatives, and finally to expand the actual sales of animation derivatives. I first elaborated the domestic and foreign experts and scholars' views, and according to the classification of animation products, on the basis of a clear concept of animation products, explained the importance of the existence of animation products, and then introduced the national support policy for the animation industry, Finally, in the analysis of the case of countermeasures, brand building, experience marketing, franchise and other aspects of the successful experience of domestic and foreign excellent animation companies, combined with the animation business in the marketing process of the existing problems, Put forward the corresponding solution to the problem and advice, hoping to promote the healthy development of animation business enlightenment.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F719
【引證文獻】
相關(guān)碩士學(xué)位論文 前1條
1 曹琪;日本動漫產(chǎn)業(yè)營銷策略研究[D];東北財經(jīng)大學(xué);2011年
，本文編號：2393362
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