中国动画产业产品的差异化探析

发布时间：2018-04-14 14:08

本文选题：动画产业 + 动画产品　；参考：《中国电视》2014年05期

【摘要】：正动画产业是典型的创意产业,独一无二的创意是其核心竞争力。因此,动画产品应遵循创意产业的独特属性,采用产品的非标准化策略,即差别化策略来丰富动画市场、优化产品结构。动画产品的差异化是指动画产业内各企业提供的动画产品所具有的不完全替代性,或特定动画企业的产品具有的可与其它企业产品相区别的特点。动画产品的差异化既是一种市场营销行为,又是一种强有力的竞争手段,不仅影响动画市场的价格、竞争、集中度、绩效,而且,还是动画产业优化产品结构、避免同质化竞争的主要途径,在整个动画产业的发展中具有举足轻重的作用。
[Abstract]:Positive animation industry is a typical creative industry, unique creativity is its core competitiveness.Therefore, animation products should follow the unique attributes of creative industry and adopt the non-standardization strategy of products, that is, differentiation strategy, to enrich animation market and optimize product structure.The differentiation of animation products refers to the incomplete substitution of animation products provided by various enterprises in the animation industry, or the characteristics of the products of specific animation enterprises that can be distinguished from those of other enterprises.The differentiation of animation products is not only a kind of marketing behavior, but also a powerful means of competition, which not only affects the price, competition, concentration, performance of animation market, but also optimizes the product structure of animation industry.The main way to avoid homogenization competition plays an important role in the development of the whole animation industry.
【作者单位】：长沙理工大学新闻系;
【基金】：" target="_blank">2013年国家社科基金后期资助项目<课题批号:13FXW006> " target="_blank"> 2012年湖南省教育厅资助科研项目<课题批号:12A011> %E7%9A%84%E9%98%B6%E6%AE%B5%E6%80%A7%E7%A0%94%E7%A9%B6%E6%88%90%E6%9E%9C" target="_blank"> 2012年湖南省社科基金规划项目<课题批号:12YBA010>的阶段性研究成果
【分类号】：F719.5;J218.7

【共引文献】