山东济南在校学生动漫产品消费行为分析与研究

发布时间：2018-04-01 01:21

本文选题：在校学生　切入点：动漫产品　出处：《山东大学》2009年硕士论文

【摘要】： 动漫产业作为21世纪的朝阳产业,不仅在国际上方兴未艾,而且在我国也得到了迅速发展。当前,动漫产业已成为我国经济发展新的增长点,国家不仅出台了大量有利于动漫产业发展的政策法规,另一方面也加大了对动漫产业的资金支持力度。但我国的动漫产业仍然存在着很多不足之处,其中,尤以国产动漫萎靡不振为主要表现。我国国产动漫忽视市场调查、受众定位不准是其不振的主要原因之一。鉴于此,本文采用问卷调查法,选取了山东济南市在校学生这一群体作为研究对象,通过这一群体对国内外动漫产品的消费行为情况来探究国内动漫市场的总体概况以及国产动漫不振原因。本文主要研究济南市在校学生动漫产品的消费情况,并在研究结果的基础上对济南市今后发展动漫产业提出一些看法和建议。重点调查济南市青少年对动漫产品的消费情况,了解他们的消费选择和偏好,以及对国产动漫的认知度和看法等等。并通过他们对动漫产品消费情况,分析国产动漫的困境和出路,为我市更好地促进国产动漫发展提供一些参考。具体内容如下:首先论述论文的研究背景和意义,介绍国内外对动漫产业的研究动态,并简单陈述本论文的研究内容和方法以及本文最重要的两个研究理论;其次介绍了济南市动漫产品市场的现状;第三,着重研究济南市在校学生动漫产品消费行为特点,包括动漫消费选择与偏好以及对国产动漫的态度与看法等等;最后通过对济南市动漫产业的优势、劣势、机会和挑战进行分析,并根据调查结果对济南市动漫产业的发展提供一些有价值的参考。
[Abstract]:The animation industry as the sunrise industry in twenty-first Century, not only in the world and has been just unfolding, the rapid development in our country. At present, the animation industry has become a new growth point of China's economic development, has introduced a large number of countries not only conducive to the development of animation industry policies and regulations, on the other hand also increased the animation industry funds support. But our country's animation industry still has many deficiencies, among them, especially in the domestic animation low-spirited as the main performance. China's domestic animation neglected market survey, the audience positioning is one of the main reasons of the vibration. In view of this, this paper adopts the method of questionnaire, selected Shandong students in Ji'nan city this a group as the research object, to explore the general situation of the domestic animation market through the consumer behavior of this group of domestic and foreign animation products and domestic animation is not the reason for the vibration.
This paper mainly studies the consumption situation of the students in Ji'nan city of animation products, and puts forward some opinions and suggestions for the future development of the animation industry in Ji'nan City, based on the results of the study. The focus of the investigation of adolescents in Ji'nan on consumption of animation products, understand their consumption choices and preferences, as well as the domestic animation awareness and views and so on. Through their consumption of animation products, analysis of dilemma and outlet of domestic animation, for the city to better promote the development of domestic animation to provide some reference.
The specific contents are as follows: firstly, the research background and significance, introduces the research on the dynamic animation industry at home and abroad, research contents and methods and simple statements of this paper and the two of the most important theories; secondly introduces the Ji'nan animation product market present situation; third, focusing on animation products and consumer behavior in Ji'nan college students' characteristics, including animation consumer choices and preferences and attitudes to domestic animation and opinions and so on; by the end of the Ji'nan animation industry strengths, weaknesses, opportunities and challenges are analyzed, and according to the investigation result of the development of the animation industry in Ji'nan city to provide some valuable reference.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J954

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