我国动漫形象品牌传播研究

发布时间：2018-01-26 04:46

本文关键词： 动漫形象动漫形象品牌品牌传播　出处：《湖南大学》2010年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的不断发展和全球经济一体化的速度加快,市场竞争日益激烈。而在同质化现象严重的产品市场上,企业与企业、甚至国与国之间的竞争不再局限于产品服务层面,更多的表现为品牌与品牌之间的竞争,对品牌的建设和传播已成为各个领域企业不容忽视的课题之一。研究品牌传播,对扩大企业知名度、提高产品美誉度、开拓市场和占领市场,都极具现实意义。对于我国动漫产业来说,国产自主动漫品牌的缺失使得动漫市场长期被国外动漫品牌所占据,国产动漫明显竞争力不足。面对广阔的动漫消费市场,如何促进我国动漫形象品牌的快速成长,推动动漫产业发展,研究动漫形象品牌运作规律十分必要,因此,对动漫形象品牌的品牌传播研究势在必行。动漫产业时下已成为全球经济的“热门产业”,它既能创造巨额的经济利润,又符合当下人类推崇的“绿色、低碳、环保”的生态理念,因而成为近几年发展迅猛的朝阳产业。动漫产业以“创意”为核心,以动漫形象为基础,有动画、漫画、电影、舞台剧等多种表现形式。动漫产业区别于其他产业的地方就在于它并不直接生产有形的商品,而是通过衍生的方式将上下游的产业联结成产业链,通过开发衍生市场,产生经济乘数效应。动漫企业要实现动漫产业价值链上的价值输出,就必须加强品牌的建设与传播。当今动漫市场也是各个动漫形象品牌的战场,动漫企业要实现自身的生存和发展,就必须走品牌发展之路。动漫产品和动漫形象品牌都是以动漫形象为基础的,通过对动漫形象的传播,得到消费者的认同和欣赏,才能产生动漫形象品牌。本文在研究国内外品牌传播理论的基础上,结合国内国外优秀动漫形象品牌传播的实例,分析我国动漫产业形象品牌发展的问题与不足,并初步提出了进行动漫形象品牌传播的一些具体举措,仅供参考。
[Abstract]:With the continuous development of market economy and the acceleration of global economic integration, the market competition is becoming increasingly fierce. In the homogeneous product market, enterprises and enterprises. Even the competition between countries is no longer limited to the level of products and services, more performance is the competition between brands and brands. The construction and dissemination of brand has become one of the topics that can not be ignored by enterprises in various fields. The study of brand communication will expand the reputation of enterprises, improve the reputation of products, open up markets and occupy markets. For China's animation industry, the lack of domestic independent animation brand makes the animation market has been occupied by foreign animation brands for a long time. Facing the broad animation consumer market, how to promote the rapid growth of animation image brand, promote the development of animation industry, study the laws of animation image brand operation is very necessary. Therefore, it is imperative to study the brand communication of animation image brand. Animation industry has now become a "hot industry" in the global economy. It can not only create huge economic profits, but also accord with the ecological concept of "green, low carbon, environmental protection". In recent years, animation industry has developed rapidly. Animation industry takes "creativity" as the core, animation image as the basis, animation, cartoon, film. Animation industry is different from other industries in that it does not directly produce tangible goods, but through the derivative of the upstream and downstream industries into an industrial chain. Through the development of derivative market, the effect of economic multiplier is produced. Animation companies want to realize the value output on the value chain of animation industry. It is necessary to strengthen the construction and dissemination of the brand. Nowadays, the animation market is also the battlefield of each animation image brand, the animation companies want to achieve their own survival and development. Animation products and animation image brands are based on the animation image, through the spread of animation images, get the recognition and appreciation of consumers. In order to produce animation image brand. This paper studies the theory of brand communication at home and abroad, combined with the domestic and foreign excellent animation image brand communication examples. This paper analyzes the problems and shortcomings in the development of image brand of animation industry in our country, and puts forward some concrete measures to spread the brand of animation image, which is for reference only.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2

【引证文献】