新媒体语境下的动漫品牌建设

  本文关键词：新媒体语境下的动漫品牌建设，，由笔耕文化传播整理发布。

        信息科技革命浪潮的兴起深刻改变了信息传播结构,以互联网和移动通信为代表的新媒体日益凸显其优势。新媒体不仅改变了动漫的生产和传播模式,使其在种类和艺术风格方面发生巨大变化,而且带来了全新的产业模式,促使动漫产业在作品创作,产品生产,传播发行,商业开发,鉴赏消费等诸多方面发生改变。如何立足中国实际,把握新媒体时代机遇,建设新媒体动漫品牌成为动漫产业发展所面临的一个课题。本文对新媒体动漫品牌建设提出了路径和策略方面的建议,以期对中国动漫的发展有所借鉴。本文从新媒体与动漫品牌的概念,新媒体对动漫产业在生产方式,传播内容,传播方式,商业运作等方面的影响入手,分析和阐释了新媒体动漫的概念、特点与文化定位,指出新媒体动漫所具有的技术依赖性,时效性,开放性,交互性等传播特征,以及作为一场具有平民化,草根性,个性化,多样化特点的“狂欢”的通俗文化属性。从产业发展的角度,分析了当前我国新媒体动漫发展的政策,技术,市场和文化环境,以及网络动漫和手机动漫的发展现状和存在的问题。从新媒体动漫品牌的价值实现角度,分析了新媒体语境下动漫消费者的属性,消费需求和行为特点,通过对动漫形象的符号价值分析指出新媒体动漫品牌的价值实现以形象为核心,提出了新媒体动漫品牌价值的实现机制。在理清新媒体动漫产业关系网的基础上,本文通过案例分析,总结当前新媒体动漫品牌塑造的模式。模式可分为依托平台和自建平台两大类,依托平台类包括：基于视频分享网站的网络动画品牌建设模式,基于自媒体的草根动漫形象品牌建设模式,基于开放平台的手机动漫游戏品牌建设模式。自建平台类包括：基于儿童在线娱乐社区的动漫品牌建设模式,基于数字出版平台的传统品牌拓展。通过总结可以发现这些模式的共同特点有：“内容+渠道”；线上和线下的互动拓展延伸；利用社会化媒体的聚集效应和口碑传播方式；皆具有独特的品牌定位和盈利来源。通过对概念,现状,价值实现和当前模式的分析,总结和提升,本文提出了新媒体动漫品牌建设的路径与策略。首先在内涵建设方面,以电通蜂窝品牌模型和品牌传播形态的金字塔结构为基础,提出新媒体动漫品牌建设的路径和策略。路径上,核心价值和象征符号作为品牌的灵魂保持不变,核心价值与象征符号—个性化定位—情感触发的机制和路径保持“相对不变”,而从内容传播—与时俱进—审美迎合,到物质延仲—产业链建设—消费拓展,不论是传播形态,品牌策略还是价值实现,都“不断变化”。建设策略包括品牌定位与识别,以形象为核心,“一源多用”互动的产业链建设。其次在平台建设方面,借力新媒体作为生产传播,交易融资,营销推广平台,提出新媒体平台的利用和建设策略,强调自媒体建设的重要作用。

    The rise of information technology revolution has profoundly changed the structure of information communication. The Internet and mobile communication as the representatives of the New meida have increasingly highlighted their advantages. The New meida has not only changed the ACG production and its mode of transmission, making great changes in its species and artistic styles, but also brought a new industrial pattern, promoting the ACG industry to change in creation, production, communication and distribution, commercial development, appreciation and consumption and many other aspects. It is a problem in the development of ACG industry to grasp the opportunities in the New meida era and build the New meida ACG brands basing in the Chinese reality. This paper puts forward ways and strategies for the New meida ACG brand building, in order to offer references for the Chinese ACG.This paper starts with the concepts of New meida and ACG brand, the influences of New meida in the production, communication of contents, mode of transmission, and the commercial operation of the ACG industry. Then it figures out the communication features as technology dependence, timeliness, openness and interactivity, and the attribute of the popular culture as a "Carnival" with the character of civilians, grassroots, individuation, diversification of the New meida ACG. From the perspective of industry development, this paper analyses the current situation of policy, technology, market and cultural environment for the development Chinese New meida ACG, as well as the status and the existing problems. From the perspective of the reality of brand value, this paper analyses the attribute, needs and behavior characteristics of the ACG fans and consumers in the contexts of New meida. Based on the analysis of the symbol value of the cartoon images, it points out that the value of the New meida ACG brands realizes with the cartoon images as the core, and puts forwards the reality mechanism of New meida ACG brand value.Based on the New meida ACG industry network, this paper summarizes the patterns of brand building through case analysis. The models can be divided into two categories:rely-on-platform and self-platform. The ONA brand pattern through the video sharing sites, grassroots cartoon images brand pattern through the We Media, and the mobile ACG brand pattern through Open platforms all belong to the rely-on-platform. The self-platform includes the ACG brand pattern through the children’s online entertainment community, and the tradition ACG brands expanding through the digital publishing platform. The common features of these models include "Contents+Channels", interacting and extending online and offline, using the aggregation effect and word-of-mouth communication way of social media, and unique brand positioning and profit sources.Based on the analysis, summary and promotion of the present situation, concept, value realization and the current mode, this paper puts forward the path and strategies of New meida ACG brand construction. Firstly, based on the Dentsu Comb Model and the pyramid structure of brand communication form, this paper puts forward the path and the strategies in the connotation construction. From the path, the core values and symbols as brand soul remain unchanged;the mechanism and the paths, core values&symbols-personalized positioning-emotion triggering, should be relative invariant; Meanwhile, from contents communication-keeping pace with the times-catering to consumers aesthetic, to material extension-industry chain construction consumption expanding, whether the form of communication, brand strategies and value realization, should be "changing". The strategies include brand positioning and recognition, and the industry chain construction with the cartoon image as the core and OSMU. Secondly, in the platform construction, this paper advises that the New meida ACG brands should make the New meida as the platform for production and communication, trade and financing, marketing and promotion, puts forward the strategies to use and construct the New meida platform, and emphasises the importance of the We Media.

新媒体语境下的动漫品牌建设

目录4-5CONTNENS5-6摘要6-8ABSTRACT8-9绪论10-18    一、文献综述10-15    二、研究思路、意义与不足15-18第一章 新媒体与动漫品牌18-33    第一节 新媒体的定义与相关理念18-20    第二节 动漫品牌的定义、构成与特点20-24    第三节 新媒体对动漫产业的影响24-33第二章 新媒体动漫解析33-48    第一节 新媒体动漫的定义与分类33-35    第二节 新媒体动漫的传播特点35-39    第三节 新媒体动漫的文化定位与特点39-48第三章 我国新媒体动漫的发展环境与现状48-72    第一节 我国新媒体动漫发展环境48-55    第二节 我国新媒体动漫发展现状与问题55-72第四章 新媒体动漫品牌价值的实现72-88    第一节 新媒体动漫品牌价值实现以消费者为主导72-83    第二节 新媒体动漫品牌价值实现以形象为核心83-88第五章 当前新媒体动漫品牌建设模式总结88-113    第一节 依托既有平台的品牌建设模式90-102    第二节 基于自建自控平台的品牌建设模式102-111    第三节 模式特点总结111-113第六章 新媒体动漫品牌建设研究113-149    第一节 内涵建设：新媒体动漫品牌建设路径与策略113-131    第二节 平台建设：借力新媒体131-149结语149-151参考文献151-157致谢157-158学位论文评阅及答辩情况表158

  本文关键词：新媒体语境下的动漫品牌建设，由笔耕文化传播整理发布。