动漫产业的体验式营销与实体展示研究
发布时间：2019-05-18 16:11
【摘要】：随着社会经济的不断发展,人们生活水平不断提高,传统的衣食住行等基本条件的满足已经远远达不到现代人们的要求。人们的关注重点止在从对产品和实用价值的关注转移到产品带来的精神享受,更注重体验的过程。于是体验营销也顺势兴起,进人体验经济时代,传统式营销己逐渐地被体验式营销所代替。同时体验式营销也改变着消费行为,并为产品找到新的价值与生存空间。动漫产业作为一个新兴的朝阳产业,对体验式营销方式也做了不同形式的尝试,并一步步完善起来。本文通过介绍动漫体验式营销的概念、特点、方式等来对动漫产业的发展做进一步的探索。
[Abstract]:With the continuous development of social economy and the continuous improvement of people's living standards, the satisfaction of the traditional basic conditions, such as food, clothing, housing, transportation and so on, is far from meeting the requirements of modern people. People pay more attention to the process of experience from paying attention to the product and practical value to the spiritual enjoyment brought by the product. As a result, experiential marketing is also on the rise, entering the era of experience economy, traditional marketing has been gradually replaced by experiential marketing. At the same time, experiential marketing also changes consumer behavior and finds new value and living space for products. Animation industry as a new sunrise industry, experiential marketing has also made different forms of attempt, and step by step to improve. This paper introduces the concept, characteristics and methods of animation experiential marketing to further explore the development of animation industry.
【学位授予单位】：天津美术学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124
本文编号：2480146
[Abstract]:With the continuous development of social economy and the continuous improvement of people's living standards, the satisfaction of the traditional basic conditions, such as food, clothing, housing, transportation and so on, is far from meeting the requirements of modern people. People pay more attention to the process of experience from paying attention to the product and practical value to the spiritual enjoyment brought by the product. As a result, experiential marketing is also on the rise, entering the era of experience economy, traditional marketing has been gradually replaced by experiential marketing. At the same time, experiential marketing also changes consumer behavior and finds new value and living space for products. Animation industry as a new sunrise industry, experiential marketing has also made different forms of attempt, and step by step to improve. This paper introduces the concept, characteristics and methods of animation experiential marketing to further explore the development of animation industry.
【学位授予单位】：天津美术学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124
【参考文献】
相关期刊论文 前2条
1 周玮;沙润;;浅议迪斯尼体验式营销的经典策略[J];江苏商论;2006年05期
2 Greenfield;段炼;;自动化与以太网造就迪士尼3D乐园[J];软件;2009年02期
相关硕士学位论文 前1条
1 李真真;主题公园的策划与发展研究[D];南京林业大学;2008年
，本文编号：2480146
本文链接：https://www.wllwen.com/jingjilunwen/whjj/2480146.html
