国内外动漫玩具的研究与深层比较

发布时间：2018-05-19 13:23

本文选题：动漫玩具 + 盈利模式　；参考：《天津科技大学》2012年硕士论文

【摘要】：伴随着我国动漫产业的蓬勃发展,依托在玩具制造上的成本优势,动漫玩具被认为是容易造就大型动漫或玩具企业的不二法宝。然而多年过去,国内真正形成动漫、玩具良性互动之势的品牌仍屈指可数。盈利模式的不清晰、宣传推广的不到位、生产要素的不完备和产业环境的不成熟共同造成了国产动漫玩具发展的瓶颈,国内大部分市场空间只能被贴着“中国制造”标签的国外品牌所占据。鉴于此,本文以提炼国内外成功动漫玩具品牌的一般盈利模式和提高国产动漫玩具市场竞争力作为本次研究的目的。本文具体研究内容分为两个大的方面,一方面针对动漫玩具做出了系统的分析和研究,其中明确了动漫玩具的概念、动漫玩具区别于传统玩具的优势和特点、主流动漫玩具的分类,分析了国内外动漫玩具的开发方式、动漫和玩具之间的逻辑关系,探讨了动漫玩具开发的意义和价值,并对动漫玩具品牌现状、发展现状和国内外动漫玩具的研究现状作出了分析和总结。另一方面紧紧围绕国内外典型动漫玩具企业和品牌的盈利模式及影响市场竞争力的宣传推广模式、生产要素和产业环境进行了深层比较,比较过程中总结了典型案例成败的共性要素及特征,发掘了国产动漫玩具发展中存在的致命问题和不足,最后对比国外的成功运作经验,结合国内动漫玩具的特殊情况,提出了提高国产动漫玩具品牌市场竞争力和增强盈利能力的策略和方法。总的来说本文认为,发展动漫玩具事业应从企业创新和政府改革两方面共同努力,即规避风险、本土化创新、优化资源配置、完善融资机制、优化人才结构、拉动国内消费需求以及逐步完善体制改革。
[Abstract]:With the development of animation industry in China , based on the cost advantage in toy manufacture , the animation toy is thought to be an easy way to make big animation or toy enterprises . However , in the past few years , the brand of domestic animation and toy benign interaction is still the bottleneck . In view of this , most of the domestic market space can only be occupied by the foreign brands labeled " Made in China " . In view of this , this paper aims at refining the general profit pattern of successful animation toy brand at home and abroad and improving domestic animation toy market competitiveness .

On the one hand , the author makes a systematic analysis and research on animation toy . In this paper , the concept of cartoon toy is defined , the animation toy is different from the traditional toy ' s advantages and characteristics , and the significance and value of animation toy development are analyzed .

In general , this paper holds that the development of animation toy industry should work together in the aspects of enterprise innovation and government reform , namely , avoid risk , local innovation , optimize resource allocation , perfect financing mechanism , optimize talent structure , pull domestic consumption demand and gradually perfect system reform .
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TS958

【参考文献】