基于消费者行为分析的长沙市动漫衍生品开发策略研究

发布时间：2018-02-26 14:56

本文关键词： 动漫衍生品消费者行为开发策略　出处：《中南大学》2012年硕士论文　论文类型：学位论文

【摘要】：动漫产业作为战略新兴产业被列为国家重点发展的文化产业门类,是创意产业的重要组成部分。长沙市是中国动漫发展史上起步最早的城市之一,动漫产业是其优势产业,素有“动漫先行者”的美誉。然而近年来这种优势越来越不明显,一些后起之秀大有超越之态势。而且动漫制作成本高,即使有国家政策性补贴,许多动漫制作企业仍处于亏损状态。长沙市的动漫如果不从产业发展模式和增长方式上进行创新,行业赢利状况无法改观,优势地位也将岌岌可危。而动漫衍生品开发是动漫产业链的最高盈利环节,是动漫产业得以持续发展的关键因素。因此,如何通过动漫衍生品开发把长沙市动漫产业的先发优势转化为长期优势是长沙市动漫产业发展面临的重要课题。本文的研究是建立在消费者行为调查的基础上,为长沙市动漫衍生品的开发提供策略。首先,对消费者行为理论和产品开发的相关理论进行回顾和梳理,为本文的研究提供理论指导。随后,阐述和分析世界上成功的动漫大国和我国动漫典型城市地区的动漫衍生品开发和案例,来借鉴其动漫衍生品开发的成功之处。进而,对长沙市动漫衍生品市场的消费者行为进行调查,结合问卷调研和访谈的方式,利用SPSS统计软件分析所得数据,包括描述性分析、信度与效度分析、相关性分析、因子分析和聚类分析、差异性分析等,得出长沙市动漫衍生品市场消费者行为的特征。之后,在消费行为分析的基础上,对长沙市动漫衍生品开发的现状及问题进行分析,得出长沙市动漫衍生品开发中存在的不足和问题。最后,针对存在的问题提出长沙市动漫衍生品开发策略及保障措施,为长沙市动漫衍生品开发提供指导和依据。
[Abstract]:As a strategic emerging industry, the animation industry has been listed as the cultural industry category of national key development and an important part of the creative industry. Changsha is one of the earliest cities in the history of the development of Chinese animation, and the animation industry is its dominant industry. Known as the "animation pioneer" reputation. In recent years, however, this advantage is becoming less and more obvious, some rising stars have greatly surpassed the trend. And animation production costs are high, even if there is a national policy subsidy, Many animation manufacturers are still in a state of loss. If the animation industry in Changsha is not innovated in terms of industrial development patterns and growth patterns, the profit situation of the industry will not change. The development of animation derivatives is the highest profit link in the animation industry chain and the key factor for the sustainable development of the animation industry. How to transform the preemptive advantage of Changsha animation industry into a long-term advantage through the development of animation derivatives is an important subject facing the development of Changsha animation industry. The research of this paper is based on the investigation of consumer behavior, and provides strategies for the development of animation derivatives in Changsha. First of all, the theory of consumer behavior and the related theories of product development are reviewed and combed. Then, the author expounds and analyzes the successful animation derivatives development and cases of the world's most successful animation countries and the typical urban areas of our country to draw lessons from the success of their animation derivatives development. This paper makes a survey on the consumer behavior of the animation derivatives market in Changsha, and analyzes the data by using SPSS software, including descriptive analysis, reliability and validity analysis, and correlation analysis, combined with questionnaire investigation and interview. Factor analysis, cluster analysis, difference analysis and so on, draw the characteristics of consumer behavior in Changsha animation derivatives market. Then, on the basis of consumer behavior analysis, this paper analyzes the current situation and problems of the development of animation derivatives in Changsha. Finally, the paper puts forward the development strategy and safeguard measures of Changsha animation derivatives, which provides guidance and basis for Changsha animation derivatives development.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J124

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