动漫企业的营销策略研究
发布时间：2018-12-27 17:16
【摘要】： 随着经济的发展,人民生活水平的提高,动漫产业已经成为国民收入中重要的组成部分,作为动漫产业主体的企业以及企业所采取的营销方式(即动漫企业的营销,以下简称动漫营销)对于产业的发展起着非常重要的推动作用。长期以来,欧美及日本等经济发达国家非常重视动漫产业的发展、动漫企业的营销策略及动漫产品的推广,我国也逐渐重视动漫产业的发展,2007年动漫产业在我国国民收入中占到了约10.3%的比重,当然从另一方面讲动漫的发展也打造了众多世界知名品牌,给这些国家带来了无限商机。 近年来,我国动漫业得到了很大的发展,但是在企业营销方面还是存在着众多问题,不能满足消费者不断增长的需求,严重影响了我国动漫产业的整体经济效益,成为经济发展过程中的薄弱环节,因此如何有效制定动漫企业营销方案成为学术界、政府和企业关注的焦点。本文写作的目的就是想分析动漫产业整个产业链进进一步吸取欧美日动漫企业的先进经验,发展我国动漫产业,增强我国动漫企业的竞争力,改变先有动画片后有衍生品的传统经营理念,提出了新的营销方法:先研发衍生品,根据衍生品的实际情况,量体裁衣地设计动漫作品,最后再扩大动漫衍生品的实际销售。 本人首先阐述了国内外专家学者的观点,并根据动漫产品的分类,在明确了动漫产品概念的基础上,说明了动漫产品存在的重要性,接着介绍了国家对于动漫产业的扶持政策,最后本人在分析案例的对策,品牌塑造,体验营销,特许经营等方面借鉴了国内外优秀动漫企业成功经验,结合动漫企业的营销过程中存在的问题,提出了相应的解决问题方法和意见,希望能对促进动漫企业健康发展有所启示。
[Abstract]:With the development of economy and the improvement of people's living standard, animation industry has become an important part of national income. Hereinafter referred to as animation marketing) for the development of the industry plays a very important role in promoting. For a long time, Europe, America and Japan and other economic developed countries attach great importance to the development of animation industry, the marketing strategy of animation companies and the promotion of animation products, China has gradually attached importance to the development of animation industry. In 2007, animation industry accounted for about 10.3% of China's national income. On the other hand, the development of animation has also created a number of world-famous brands, which has brought unlimited business opportunities to these countries. In recent years, China's animation industry has been greatly developed, but there are still many problems in enterprise marketing, which can not meet the growing needs of consumers, which seriously affect the overall economic benefits of our country's animation industry. Become the weak link in the process of economic development, so how to effectively formulate the animation business marketing program has become the focus of attention of academia, government and enterprises. The purpose of this paper is to analyze the whole industry chain of animation industry, to further absorb the advanced experience of European, American and Japanese animation companies, to develop the animation industry of our country, and to enhance the competitiveness of our country's animation companies. This paper changes the traditional management concept of first animation and then derivatives, and puts forward a new marketing method: first to develop derivatives, according to the actual situation of derivatives, to design animation works according to the actual situation of derivatives, and finally to expand the actual sales of animation derivatives. I first elaborated the domestic and foreign experts and scholars' views, and according to the classification of animation products, on the basis of a clear concept of animation products, explained the importance of the existence of animation products, and then introduced the national support policy for the animation industry, Finally, in the analysis of the case of countermeasures, brand building, experience marketing, franchise and other aspects of the successful experience of domestic and foreign excellent animation companies, combined with the animation business in the marketing process of the existing problems, Put forward the corresponding solution to the problem and advice, hoping to promote the healthy development of animation business enlightenment.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F719
本文编号：2393362
[Abstract]:With the development of economy and the improvement of people's living standard, animation industry has become an important part of national income. Hereinafter referred to as animation marketing) for the development of the industry plays a very important role in promoting. For a long time, Europe, America and Japan and other economic developed countries attach great importance to the development of animation industry, the marketing strategy of animation companies and the promotion of animation products, China has gradually attached importance to the development of animation industry. In 2007, animation industry accounted for about 10.3% of China's national income. On the other hand, the development of animation has also created a number of world-famous brands, which has brought unlimited business opportunities to these countries. In recent years, China's animation industry has been greatly developed, but there are still many problems in enterprise marketing, which can not meet the growing needs of consumers, which seriously affect the overall economic benefits of our country's animation industry. Become the weak link in the process of economic development, so how to effectively formulate the animation business marketing program has become the focus of attention of academia, government and enterprises. The purpose of this paper is to analyze the whole industry chain of animation industry, to further absorb the advanced experience of European, American and Japanese animation companies, to develop the animation industry of our country, and to enhance the competitiveness of our country's animation companies. This paper changes the traditional management concept of first animation and then derivatives, and puts forward a new marketing method: first to develop derivatives, according to the actual situation of derivatives, to design animation works according to the actual situation of derivatives, and finally to expand the actual sales of animation derivatives. I first elaborated the domestic and foreign experts and scholars' views, and according to the classification of animation products, on the basis of a clear concept of animation products, explained the importance of the existence of animation products, and then introduced the national support policy for the animation industry, Finally, in the analysis of the case of countermeasures, brand building, experience marketing, franchise and other aspects of the successful experience of domestic and foreign excellent animation companies, combined with the animation business in the marketing process of the existing problems, Put forward the corresponding solution to the problem and advice, hoping to promote the healthy development of animation business enlightenment.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F719
【引证文献】
相关硕士学位论文 前1条
1 曹琪;日本动漫产业营销策略研究[D];东北财经大学;2011年
，本文编号：2393362
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