【摘要】：“民族娃娃”是以云南少數(shù)民族人物形象為基本原型開發(fā)出來的公仔玩偶產(chǎn)品。經(jīng)過近二十年的發(fā)展,“民族娃娃”已成為云南非常重要的民族文化產(chǎn)品,曾被評(píng)為最具代表性的“云南十大文化符號(hào)”,云南“十大特色文化產(chǎn)品”�！懊褡逋尥蕖辈坏艿絿鴥�(nèi)大量消費(fèi)者的青睞,而且暢銷歐洲和南美,甚至被作為國禮饋贈(zèng)外賓,生產(chǎn)企業(yè)還連續(xù)幾年入選“國家文化出口重點(diǎn)企業(yè)目錄”,“民族娃娃”已成為云南文化產(chǎn)品走向全國、走向世界的突出代表。從發(fā)展價(jià)值看,“民族娃娃”兼具文化價(jià)值和經(jīng)濟(jì)價(jià)值;從發(fā)展條件看,“民族娃娃”具有文化資源、社會(huì)資源、自然資源以及政策資源等發(fā)展優(yōu)勢(shì)。但由于存在產(chǎn)品設(shè)計(jì)層次較低、產(chǎn)品市場(chǎng)定位模糊、產(chǎn)品營銷手段單一、品牌效應(yīng)的缺失以及產(chǎn)業(yè)發(fā)展模式不完善等問題,“民族娃娃”在經(jīng)歷了發(fā)展期、轉(zhuǎn)型期、輝煌期后,近幾年開始進(jìn)入了發(fā)展的遲滯期。解決“民族娃娃”當(dāng)前發(fā)展中遇到的問題,需要從產(chǎn)品設(shè)計(jì)、市場(chǎng)拓展、衍生品開發(fā)以及品牌塑造等方面著力。產(chǎn)品設(shè)計(jì)方面需要充分利用少數(shù)民族文化與藝術(shù)資源,提高產(chǎn)品設(shè)計(jì)層次;市場(chǎng)拓展方面需要做好市場(chǎng)定位、市場(chǎng)選擇和市場(chǎng)細(xì)分,把握新產(chǎn)品的上市機(jī)會(huì),拓寬銷售渠道,提升營銷水平。同時(shí),還需要積極創(chuàng)新“民族娃娃”的產(chǎn)業(yè)發(fā)展模式,注重“民族娃娃”衍生品的開發(fā),包括“民族娃娃”主題動(dòng)畫、“民族娃娃”主題樂園以及“民族娃娃”周邊消費(fèi)產(chǎn)品的開發(fā);在品牌塑造方面,要遵循品牌發(fā)展的生命周期規(guī)律,根據(jù)品牌發(fā)展不同階段的不同任務(wù),有針對(duì)性的制定品牌發(fā)展策略。
[Abstract]:The National Doll is a doll product based on the characters of Yunnan ethnic minorities. After nearly 20 years of development, "National Doll" has become a very important national cultural product in Yunnan. It has been rated as the most representative of "Ten Cultural symbols of Yunnan" and "Ten distinctive Cultural products" of Yunnan Province. "National Doll" is not only favored by a large number of domestic consumers, but also sold well in Europe and South America, and even as a gift to foreign guests. The production enterprises have also been selected for several consecutive years in the list of key Enterprises of National Cultural Export. "National Doll" has become a prominent representative of Yunnan's cultural products to the whole country and to the world. From the point of view of development value, "national doll" has both cultural value and economic value, and from the development condition, "national doll" has development advantages such as cultural resources, social resources, natural resources and policy resources. However, due to the problems of low level of product design, vague positioning of product market, single means of product marketing, lack of brand effect and imperfect mode of industrial development, "National Doll" has experienced a period of development, a period of transition, a period of glory, etc. In recent years began to enter a lag period of development. To solve the problems encountered in the current development of "National Doll", we need to focus on product design, market expansion, derivatives development and brand building. In the aspect of product design, we should make full use of the cultural and artistic resources of ethnic minorities to improve the level of product design. Market development needs to do a good job in market positioning, market selection and market segmentation, grasp the new product listing opportunities, broaden the sales channels, improve the marketing level. At the same time, we also need to actively innovate the industrial development model of "national dolls" and pay attention to the development of derivatives of "national dolls", including the theme animation of "national dolls". "National doll" theme park and "national doll" peripheral consumer products development; In the aspect of brand shaping, we should follow the life cycle law of brand development and formulate brand development strategies according to different tasks of different stages of brand development.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J505

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