麦兜的品牌传播之道

发布时间：2018-03-24 12:26

本文选题：麦兜　切入点：品牌传播　出处：《南昌大学》2013年硕士论文

【摘要】：近年来文化创意产业逐渐成为炙热的话题,它不再只是一个抽象的概念,而是以创造力为核心,以高知识性、高附加值、高渗透性、低能耗、为特点的,有着巨大经济效益的新兴产业。动漫产业是文化创意产业的重要组成部分,推动动漫产业的发展不仅能丰富人们的精神生活,提供文化享受,形成新的文化消费市场,而且它和其他产业有效融合,优化产业结构和促进产业创新,进一步推动中国的经济创新与转型。据统计,中国14岁以下的儿童有3亿人,全国有多个省市开通了少儿频道和卡通频道,动画节目的需求量一年内将达到1000万分钟；中国15—35岁的动漫消费群体也日渐形成,他们不仅仅是现实社会最广泛、最具消费能力的消费者,也是互联网和移动增值业务最大的消费群体。这些都让我们看到了动漫行业的无限商机。但是相比以日本、美国为代表的动漫产业大国,目前中国动漫还处于初级阶段,能形成品牌和产业的更少之又少,这使我国的很多动画片制作处于一种有事业无产业的状态。因此如何振兴和发展中国动漫产业,日趋成为中国发展软实力的焦点问题。中国香港动漫产业也以每年营业收入46亿港元的数目超过了电影产业。“麦兜”就是香港非常成功的动漫品牌,不论是其图书画册的畅销、系列电影的大卖,还是进驻香港杜莎夫人蜡像馆成为香港标识的辉煌,都可作为一个成功动漫品牌的典范。同时因为从中学开始我对麦兜这个卡通形象就十分偏爱,一直不断搜集了麦兜玩偶、漫画册、电影、视频等等,这些都对我之后的研究会有很大的帮助。分析其品牌传播的成功之路,得出一些对中国动漫品牌传播的启示,力求从其中得出一些文化创意与品牌传播营销完美结合方面的建设性意见。
[Abstract]:In recent years, cultural and creative industry has gradually become a hot topic. It is no longer just an abstract concept, but is characterized by high knowledge, high added value, high permeability and low energy consumption. The animation industry is an important part of the cultural and creative industries. Promoting the development of the animation industry can not only enrich people's spiritual life, provide cultural enjoyment, and form a new cultural consumption market. Moreover, it can effectively merge with other industries, optimize industrial structure and promote industrial innovation, and further promote China's economic innovation and transformation. According to statistics, there are 300 million children under the age of 14 in China. Children's and cartoon channels have been opened in many provinces and cities throughout the country, and the demand for animation programs will reach 10 million minutes in one year. They are not only the broadest and most powerful consumers in the real world, but also the largest consumers of the Internet and mobile value-added businesses. All these show us the boundless business opportunities in the animation industry. But compared to Japan, The animation industry represented by the United States is still in its infancy, and it can form a few brands and industries, which makes a lot of animation production in a state of no industry. So how to revitalize and develop China's animation industry, Hong Kong, China's animation industry has surpassed the film industry by HK $4.6 billion a year. McDull is Hong Kong's most successful animation brand, regardless of its best-selling books and albums. The sale of the series, or the arrival at the Hong Kong Madame Tussauds Museum as a glorious symbol of Hong Kong, can serve as a model for a successful animation brand. At the same time, I have been very fond of the cartoon character McDull since high school. I have been collecting dolls of McDull, comic books, movies, videos and so on, all of which will be of great help to my later research. Try to find out some cultural ideas and brand communication marketing from the perfect combination of constructive advice.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G124;G206

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