動(dòng)漫企業(yè)的營(yíng)銷(xiāo)策略研究
發(fā)布時(shí)間：2018-12-27 17:16
【摘要】： 隨著經(jīng)濟(jì)的發(fā)展,人民生活水平的提高,動(dòng)漫產(chǎn)業(yè)已經(jīng)成為國(guó)民收入中重要的組成部分,作為動(dòng)漫產(chǎn)業(yè)主體的企業(yè)以及企業(yè)所采取的營(yíng)銷(xiāo)方式(即動(dòng)漫企業(yè)的營(yíng)銷(xiāo),以下簡(jiǎn)稱(chēng)動(dòng)漫營(yíng)銷(xiāo))對(duì)于產(chǎn)業(yè)的發(fā)展起著非常重要的推動(dòng)作用。長(zhǎng)期以來(lái),歐美及日本等經(jīng)濟(jì)發(fā)達(dá)國(guó)家非常重視動(dòng)漫產(chǎn)業(yè)的發(fā)展、動(dòng)漫企業(yè)的營(yíng)銷(xiāo)策略及動(dòng)漫產(chǎn)品的推廣,我國(guó)也逐漸重視動(dòng)漫產(chǎn)業(yè)的發(fā)展,2007年動(dòng)漫產(chǎn)業(yè)在我國(guó)國(guó)民收入中占到了約10.3%的比重,當(dāng)然從另一方面講動(dòng)漫的發(fā)展也打造了眾多世界知名品牌,給這些國(guó)家?guī)?lái)了無(wú)限商機(jī)。 近年來(lái),我國(guó)動(dòng)漫業(yè)得到了很大的發(fā)展,但是在企業(yè)營(yíng)銷(xiāo)方面還是存在著眾多問(wèn)題,不能滿足消費(fèi)者不斷增長(zhǎng)的需求,嚴(yán)重影響了我國(guó)動(dòng)漫產(chǎn)業(yè)的整體經(jīng)濟(jì)效益,成為經(jīng)濟(jì)發(fā)展過(guò)程中的薄弱環(huán)節(jié),因此如何有效制定動(dòng)漫企業(yè)營(yíng)銷(xiāo)方案成為學(xué)術(shù)界、政府和企業(yè)關(guān)注的焦點(diǎn)。本文寫(xiě)作的目的就是想分析動(dòng)漫產(chǎn)業(yè)整個(gè)產(chǎn)業(yè)鏈進(jìn)進(jìn)一步吸取歐美日動(dòng)漫企業(yè)的先進(jìn)經(jīng)驗(yàn),發(fā)展我國(guó)動(dòng)漫產(chǎn)業(yè),增強(qiáng)我國(guó)動(dòng)漫企業(yè)的競(jìng)爭(zhēng)力,改變先有動(dòng)畫(huà)片后有衍生品的傳統(tǒng)經(jīng)營(yíng)理念,提出了新的營(yíng)銷(xiāo)方法:先研發(fā)衍生品,根據(jù)衍生品的實(shí)際情況,量體裁衣地設(shè)計(jì)動(dòng)漫作品,最后再擴(kuò)大動(dòng)漫衍生品的實(shí)際銷(xiāo)售。 本人首先闡述了國(guó)內(nèi)外專(zhuān)家學(xué)者的觀點(diǎn),并根據(jù)動(dòng)漫產(chǎn)品的分類(lèi),在明確了動(dòng)漫產(chǎn)品概念的基礎(chǔ)上,說(shuō)明了動(dòng)漫產(chǎn)品存在的重要性,接著介紹了國(guó)家對(duì)于動(dòng)漫產(chǎn)業(yè)的扶持政策,最后本人在分析案例的對(duì)策,品牌塑造,體驗(yàn)營(yíng)銷(xiāo),特許經(jīng)營(yíng)等方面借鑒了國(guó)內(nèi)外優(yōu)秀動(dòng)漫企業(yè)成功經(jīng)驗(yàn),結(jié)合動(dòng)漫企業(yè)的營(yíng)銷(xiāo)過(guò)程中存在的問(wèn)題,提出了相應(yīng)的解決問(wèn)題方法和意見(jiàn),希望能對(duì)促進(jìn)動(dòng)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(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F274;F719
本文編號(hào)：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(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F274;F719
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 曹琪;日本動(dòng)漫產(chǎn)業(yè)營(yíng)銷(xiāo)策略研究[D];東北財(cái)經(jīng)大學(xué);2011年
，本文編號(hào)：2393362
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