云南民族形象玩偶“民族娃娃”的發(fā)展現(xiàn)狀、問題與對策研究
發(fā)布時間：2018-11-05 10:05
【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,曾被評為最具代表性的“云南十大文化符號”,云南“十大特色文化產(chǎn)品”�！懊褡逋尥蕖辈坏艿絿鴥�(nèi)大量消費者的青睞,而且暢銷歐洲和南美,甚至被作為國禮饋贈外賓,生產(chǎn)企業(yè)還連續(xù)幾年入選“國家文化出口重點企業(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)展價值看,“民族娃娃”兼具文化價值和經(jīng)濟價值;從發(fā)展條件看,“民族娃娃”具有文化資源、社會資源、自然資源以及政策資源等發(fā)展優(yōu)勢。但由于存在產(chǎn)品設(shè)計層次較低、產(chǎn)品市場定位模糊、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,近幾年開始進入了發(fā)展的遲滯期。解決“民族娃娃”當前發(fā)展中遇到的問題,需要從產(chǎn)品設(shè)計、市場拓展、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)計層次;市場拓展方面需要做好市場定位、市場選擇和市場細分,把握新產(chǎn)品的上市機會,拓寬銷售渠道,提升營銷水平。同時,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”主題動畫、“民族娃娃”主題樂園以及“民族娃娃”周邊消費產(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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J505
本文編號：2311730
[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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J505
【參考文獻】
相關(guān)期刊論文 前10條
1 張紅;;云南民族娃娃品牌形象推廣策略的思考[J];中國市場;2015年23期
2 張紅;;云南特色民族工藝品——“民族娃娃”外包裝設(shè)計探討[J];中國包裝;2014年06期
3 田川;;玩偶設(shè)計的情感表現(xiàn)及情感訴求[J];蘇州工藝美術(shù)職業(yè)技術(shù)學(xué)院學(xué)報;2014年02期
4 錢默;;略論西方公仔的起源與發(fā)展[J];貴州師范學(xué)院學(xué)報;2014年02期
5 錢默;;從古代玩具到現(xiàn)代公仔——中日公仔的起源與發(fā)展淺析[J];大眾文藝;2014年03期
6 ;在民族特色上精耕細作 民族娃娃賣得火[J];現(xiàn)代營銷(經(jīng)營版);2013年03期
7 黃金霞;;傳統(tǒng)手工藝衍生品設(shè)計與開發(fā)——以俄羅斯套娃和無錫惠山泥人為例[J];南京藝術(shù)學(xué)院學(xué)報(美術(shù)與設(shè)計版);2012年05期
8 張瀟月;;論國內(nèi)玩偶發(fā)展新趨勢[J];美術(shù)教育研究;2012年13期
9 熊元;;一只泰迪熊的百年之旅[J];21世紀商業(yè)評論;2012年13期
10 陳靜;;套娃——俄羅斯民間藝術(shù)的象征[J];俄語學(xué)習;2012年01期
相關(guān)重要報紙文章 前2條
1 龍舟;;昆明文創(chuàng)產(chǎn)業(yè)蓄勢待發(fā)[N];云南日報;2016年
2 廖興陽;儲照芳;;困境中崛起昆明大文產(chǎn)[N];昆明日報;2013年
，本文編號：2311730
本文鏈接：http://www.lk138.cn/guanlilunwen/yingxiaoguanlilunwen/2311730.html
最近更新
教材專著
