我国动漫产业品牌延伸影响因素的实证研究

发布时间：2018-05-21 19:29

本文选题：动漫产业 + 品牌延伸　；参考：《中南大学》2009年硕士论文

【摘要】： 当今伴随着市场经济的纵深发展,品牌对于动漫产业的发展显得越来越重要。20世纪80年代以来,国产动漫一直在市场化运作方面裹足不前,中国90%的动漫产业市场长期被欧美、日、韩等外国动漫产品占据。正是这种状况的延续,催生了中国动漫产业发展的巨大机遇。社会对动漫产业已经普遍认同,产业化概念逐渐的清晰,政府不断出台鼓励政策,中国动漫产业市场正在迅速扩大。我们应抓住机遇、找准切入点,全力打造民族动漫形象和品牌,创造全球一流的动漫企业。鉴于这些问题,笔者认为有必要从方法论的角度出发,在充分了解动漫原型的形象特征的基础上,探讨出更加有创意的方法来指导动漫衍生产品的不断拓展和延伸,将这些方法对应到动漫衍生产品的设计中,在一个更具体的范畴内将这种方法付诸于行动。本文在广泛收集品牌延伸理论相关文献的基础上,首先从核心品牌因素、消费者因素、企业内部因素、企业外部因素这四个方面总结了影响品牌延伸成败的关键因素。其次,根据上述四方面因素,本文构建了品牌延伸的影响因素模型,在通过调研、实证研究后,确定该模型是可行的。然后还构建了品牌延伸的可行性评价的指标体系,运用层次分析法对品牌延伸的可行性进行综合评价。最后本文通过“蓝猫”品牌延伸的案例分析,演示了层次分析法在品牌延伸决策中的应用,重点是围绕该评价体系来如何判断企业品牌延伸的成功率。由于时间、精力等客观限制,文章的研究存在一定局限性,如本文的研究属于描述性研究,未能深入挖掘现象背后原因；没有就外在因素对影响品牌延伸因素进行全面的深入研究等。这些局限性,也正是未来继续研究的方向和突破口所在。
[Abstract]:With the deep development of market economy nowadays, brand is becoming more and more important for the development of animation industry. Since 1980s, domestic animation industry has been stagnant in market operation, 90% of China's animation industry market has been Europe and America for a long time. Japan, South Korea and other foreign animation products occupied. It is the continuation of this situation, the birth of China's animation industry development opportunities. The society has generally agreed to the animation industry, the concept of industrialization is gradually clear, the government continues to introduce encouraging policies, China's animation industry market is expanding rapidly. We should seize the opportunity, find the right entry point, to create the national animation image and brand, to create a world-class animation companies. In view of these problems, I think it is necessary to set out from the perspective of methodology, on the basis of fully understanding the image characteristics of animation prototype, to explore more creative methods to guide the development and extension of animation derivative products. Correspond these methods to the design of anime derivatives and put them into action in a more specific context. Based on the extensive collection of literature on brand extension theory, this paper summarizes the key factors that affect the success or failure of brand extension from four aspects: core brand factor, consumer factor, internal factor and external factor. Secondly, according to the above four factors, this paper constructs the influence factor model of brand extension, through investigation, empirical research, it is feasible to determine the model. Then, the index system of feasibility evaluation of brand extension is constructed, and the feasibility of brand extension is evaluated synthetically by analytic hierarchy process (AHP). Finally, this paper demonstrates the application of AHP in brand extension decision-making through the case study of "Blue Cat" brand extension, focusing on how to judge the success rate of brand extension around the evaluation system. Because of the limitation of time and energy, the research of this paper has some limitations, for example, the research in this paper belongs to the descriptive research, and the reasons behind the phenomenon can not be excavated deeply. There is no comprehensive and in-depth study on the external factors affecting brand extension factors and so on. These limitations are also the direction and breakthrough of further research in the future.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F719

【引证文献】