卡通虚拟代言形象在商业推广中的应用研究

发布时间：2018-03-05 11:37

本文选题：卡通虚拟代言形象　切入点：品牌　出处：《湖南师范大学》2007年硕士论文　论文类型：学位论文

【摘要】： 卡通动漫业是新兴的媒介产业之一。随着卡通的风生水起，卡通造型已经成为生活的一种新时尚。由于中国市场经济步伐不断加快，市场竞争日趋激烈，为争取更大的市场份额，企业除提高自身的内部管理机制与产品质量外，卡通虚拟代言形象能更好的帮助企业进行形象推广，以使企业增加更大的效益。由于在实际的商业推广中，明星代言逐渐暴露出各种弊端，广告主开始认识到卡通虚拟代言形象的重要性。在产品同质化的今天，企业之间的差别越来越小，运用卡通虚拟代言形象是实现企业形象差异的重要法宝。商业推广中卡通虚拟代言形象的导入是一项以广告活动为纽带、以营销策划为轴心、以市场经济为舞台、以塑造品牌形象为目标的新的广告运作形式。本篇论文从艺术设计学、消费者心理学、营销学的角度入手就卡通虚拟代言形象在商业中的推广展开探讨，以进一步凸现卡通图形在商业推广中的重要性与必要性，，明确卡通虚拟代言形象的魅力。同时，论文辩证思考卡通虚拟代言形象与商业推广的关系，通过理论和案例，帮助广告主更理性地、合理地选择和运用卡通虚拟代言形象。这样必将使卡通虚拟代言形象具有更高的经济实用价值。论文通过“蓝猫”案例，分析了中国动漫卡通产业的经营模式，整合了卡通虚拟代言形象的推广意义。笔者希望通过案例分析，激发专家和业内人士的思考，推进中国动漫卡通企业健康发展。
[Abstract]:Cartoon animation industry is one of the new media industries. With the rising of cartoon wind and water, cartoon modeling has become a new fashion in life. As the pace of China's market economy is accelerating, the market competition is becoming increasingly fierce. In order to gain a greater market share, the enterprise not only improves its internal management mechanism and product quality, but also the cartoon virtual endorsement image can better help the enterprise to promote the image. In order to increase the efficiency of enterprises. Because in the actual commercial promotion, star endorsement gradually exposed a variety of shortcomings, advertisers began to realize the importance of cartoon virtual endorsement image. The difference between enterprises is becoming smaller and smaller, the use of cartoon virtual endorsement image is an important magic weapon to realize the difference of corporate image. The introduction of cartoon virtual endorsement image in commercial promotion is a link based on advertising activities, with marketing planning as the axis. Take the market economy as the stage, to mold the brand image as the goal new advertisement operation form. From the angle of art design, consumer psychology and marketing, this paper discusses the promotion of cartoon virtual endorsements in business, in order to further highlight the importance and necessity of cartoon graphics in commercial promotion. At the same time, the thesis dialectically considers the relationship between cartoon virtual endorsements and commercial promotion, and helps advertisers to be more rational through theory and cases. Choose and use cartoon virtual endorsement image reasonably. This will make cartoon virtual endorsement image have higher economic and practical value. This paper analyzes the management mode of Chinese cartoon cartoon industry through the case of "Blue Cat". The author hopes to promote the healthy development of cartoon and cartoon enterprises in China through case analysis and stimulate the thinking of experts and insiders.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F719

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