创意经济视角下的中国创意产品娱乐营销研究

发布时间：2018-05-18 12:41

本文选题：创意经济 + 创意产品　；参考：《汕头大学》2009年硕士论文

【摘要】： 进入21世纪以来,在知识经济,消费主义和创新理论的背景下,创意经济迅速兴起,其表现形式是创意产业。创意产业在短短的12年时间里,经历了从概念到实践,并迅速从发达国家扩展到发展中国家的过程,发达国家经验表明创意产业成为了经济快速发展的重要增长点。近几年,我国亦着手大力发展创意产业,发展的关键是形成完整有效的产业链。在此产业链中,中国最薄弱的环节是营销,营销的核心是营销策略的制定。目前,我国对创意产品营销策略的研究还处于探索阶段,因此具有研究空间和研究意义。社会经济经过了产品经济、商品经济和服务经济,如今发展到了创意经济。在这一经济形态,消费者的消费目的不再单纯地为得到某种商品或服务而是越来越追求个性化、时尚化、重视获得充满感性的享受和愉悦。为适应消费模式的改变以及商品、服务同质化严重、市场过度竞争的经济环境,娱乐营销的模式应运而生,因其顺应了时代的要求,符合新背景下消费者的消费特征。本文指出,娱乐营销这一新型的营销方式将成为今后一段时间内市场营销的发展趋势,是适合创意经济背景的营销模式。本文在研究方法上采用了文献资料法、调查问卷法、比较分析法、案例分析法等,以便对创意产品娱乐营销的模式及策略展开全面、系统的研究。文章以时代背景和理论分析为基础,通过对创意经济理论、营销模式变革、马斯洛需求层次理论、顾客价值理论与消费者购买决策过程理论,以及国内外对娱乐营销理论研究现状的回顾分析,从创意经济时代消费者需求出发,引出创意产品和创意消费的特征,并据娱乐营销的内涵特征论证娱乐营销是适合创意经济背景的营销模式,进而研究创意产品的娱乐营销策略,着重阐述了娱乐与市场营销相结合的娱乐营销4C组合策略。在典型案例分析方面,对“奥飞动漫”的分析侧重于对创意产品的核心竞争力——原创力这一元素对传统产业向创意产业升级转型、对创意产品研发设计、对提升经济效益的商业价值研究。对“超级女声”的分析侧重于增强创意产品娱乐营销的可操作性,通过这个案例阐述如何应用实施娱乐营销4C组合策略。为创意产品营销的相关实务抛砖引玉。
[Abstract]:Since the beginning of the 21st century, under the background of knowledge economy, consumerism and innovation theory, creative economy has risen rapidly, and its manifestation is creative industry. In a short period of 12 years, creative industry has experienced the process from concept to practice, and rapidly expanded from developed to developing countries. The experience of developed countries shows that creative industry has become an important growth point of rapid economic development. In recent years, China has also started to develop creative industries, the key to development is to form a complete and effective industrial chain. In this industrial chain, the weakest link in China is marketing, and the core of marketing is the formulation of marketing strategy. At present, the research on the marketing strategy of creative products in China is still in the exploratory stage, so it has the research space and significance. Social economy has developed into creative economy through product economy, commodity economy and service economy. In this economic form, the consumer's purpose is not simply to get a certain kind of goods or services, but more and more personalized, fashion, attention to obtain emotional enjoyment and pleasure. In order to adapt to the change of the consumption pattern and the goods, the service homogeneity is serious, the market excessive competition economic environment, the entertainment marketing pattern arises at the historic moment, because it has complied with the time request, conforms to the consumer's consumption characteristic under the new background. This paper points out that entertainment marketing, a new type of marketing method, will become the developing trend of marketing for some time in the future, and it will be a marketing model suitable for the background of creative economy. This paper adopts the methods of literature, questionnaire, comparative analysis, case analysis and so on, in order to carry out a comprehensive and systematic study on the mode and strategy of creative product entertainment marketing. Based on the background of the times and the theoretical analysis, this paper analyzes the creative economy theory, marketing model change, Maslow's hierarchy of demand theory, customer value theory and consumer purchase decision process theory. As well as the domestic and foreign review and analysis of the current situation of entertainment marketing theory, from the creative economic era of consumer demand, leading to creative products and creative consumption characteristics, According to the connotation characteristics of entertainment marketing, it is demonstrated that entertainment marketing is a marketing mode suitable for the background of creative economy, and then the entertainment marketing strategy of creative products is studied, and the 4C combination strategy of entertainment marketing combined with entertainment and marketing is emphatically expounded. In a typical case study, the analysis of "OFI" focuses on the core competitiveness of creative products-the element of originality in the transformation from traditional industries to creative industries, and the R & D design of creative products. Research on the commercial value of improving economic benefits. The analysis of Super Girl focuses on enhancing the maneuverability of creative product entertainment marketing, and explains how to apply the 4C combination strategy of entertainment marketing through this case. For creative product marketing related practice.
【学位授予单位】：汕头大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F719

【引证文献】