云南民族形象玩偶“民族娃娃”的发展现状、问题与对策研究

发布时间：2018-11-05 10:05

【摘要】：“民族娃娃”是以云南少数民族人物形象为基本原型开发出来的公仔玩偶产品。经过近二十年的发展,“民族娃娃”已成为云南非常重要的民族文化产品,曾被评为最具代表性的“云南十大文化符号”,云南“十大特色文化产品”。“民族娃娃”不但受到国内大量消费者的青睐,而且畅销欧洲和南美,甚至被作为国礼馈赠外宾,生产企业还连续几年入选“国家文化出口重点企业目录”,“民族娃娃”已成为云南文化产品走向全国、走向世界的突出代表。从发展价值看,“民族娃娃”兼具文化价值和经济价值;从发展条件看,“民族娃娃”具有文化资源、社会资源、自然资源以及政策资源等发展优势。但由于存在产品设计层次较低、产品市场定位模糊、产品营销手段单一、品牌效应的缺失以及产业发展模式不完善等问题,“民族娃娃”在经历了发展期、转型期、辉煌期后,近几年开始进入了发展的迟滞期。解决“民族娃娃”当前发展中遇到的问题,需要从产品设计、市场拓展、衍生品开发以及品牌塑造等方面着力。产品设计方面需要充分利用少数民族文化与艺术资源,提高产品设计层次;市场拓展方面需要做好市场定位、市场选择和市场细分,把握新产品的上市机会,拓宽销售渠道,提升营销水平。同时,还需要积极创新“民族娃娃”的产业发展模式,注重“民族娃娃”衍生品的开发,包括“民族娃娃”主题动画、“民族娃娃”主题乐园以及“民族娃娃”周边消费产品的开发;在品牌塑造方面,要遵循品牌发展的生命周期规律,根据品牌发展不同阶段的不同任务,有针对性的制定品牌发展策略。
[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.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J505

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