珠三角动漫产业营销传播研究

发布时间：2018-03-06 12:08

本文选题：珠三角　切入点：动漫产业　出处：《暨南大学》2008年硕士论文　论文类型：学位论文

【摘要】： 目前,动漫产业在我国属于新兴朝阳产业,市场空间为1000亿元/年,而且这个市场正在以很快的速度增长之中。本文以珠三角动漫产业作为研究对象,首先在第一章指出研究动漫产业营销传播的意义,同时对整合营销传播理论进行梳理。第二章介绍国内外及珠三角地区的动漫产业现状,同时指出珠三角动漫产业的不足。随后论文第三章对该地区动漫消费群体进行深入细分,指出消费群体分为三类:青少年消费群体、成人消费群体和少儿消费群体。在分析这些群体消费偏好的基础上,论文的第四章重点研究该地区动漫产业的营销模式以及动漫产业链上各个环节的传播手段。论文的第五章主要提出动漫产业的营销策略,最后提出对动漫产业进行相关整合营销的建议,并对国外动漫企业进行案例分析,期望能够从中总结出一些有效的经验,为本地区动漫产业的发展提供指导性的理论依据。 “十一五”期间,广东省强调鼓励自主创新,建设文化大省,打造资源节约型社会,而动漫产业就是以创意为核心、以科技为手段的新型产业,是提高绿色GDP的首要选择。此外,珠三角地区高新技术发达,毗邻香港澳门,具有一定的动漫文化氛围,可以说具备发展动漫这类娱乐休闲产业的天然条件。因此,推动珠三角动漫产业的发展,不仅必要,而且十分地可行。
[Abstract]:At present, the animation industry is a new sunrise industry in China, with a market space of 100 billion yuan per year, and the market is growing at a rapid rate. This paper takes the animation industry in the Pearl River Delta as the research object. In the first chapter, it points out the significance of studying the marketing communication of animation industry, and combs the theory of integrated marketing communication. The second chapter introduces the current situation of animation industry both at home and abroad and in the Pearl River Delta region. At the same time pointed out the shortcomings of animation industry in the Pearl River Delta. Then the third chapter of the paper further subdivides the animation consumer groups in the region, pointing out that consumer groups are divided into three categories: youth consumption groups, On the basis of analyzing the consumer preference of these groups, The 4th chapter focuses on the marketing mode of the animation industry in the region and the means of communication in each link of the animation industry chain. Chapter 5th of the paper mainly puts forward the marketing strategy of the animation industry. Finally, the author puts forward some suggestions on the integrated marketing of the animation industry, and analyzes the cases of foreign animation companies, hoping to sum up some effective experiences and provide a guiding theoretical basis for the development of the animation industry in the region. During the 11th Five-Year Plan period, Guangdong Province emphasized encouraging independent innovation, building a cultural province, and building a resource-conserving society. The animation industry is a new type of industry with creativity as its core and science and technology as its means. In addition, the Pearl River Delta region is high-tech developed, adjacent to Hong Kong and Macao, with a certain cultural atmosphere of animation, can be said to have the development of animation such as entertainment and leisure industry natural conditions. Promote the development of the Pearl River Delta animation industry, not only necessary, and very feasible.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F719

【引证文献】