中国动漫营销推广模式研究
发布时间：2019-03-26 12:27
【摘要】：中国是世界上最早制作动画的国家之一，其动画和漫画的发展历史悠久。然而我国动漫制作起步虽早，但却没有几部优秀的动漫作品，这个问题是需要我们去探讨和深思的。现阶段我国动漫产业一直处于停滞不前的低迷状态，究其原因一方面是由于制作水平的低下，另一方面则是由于营销推广方面存在着弊端，两者中的后者是影响我国动漫发展的最重要因素。如何改善中国动漫营销的推广模式，什么样的推广模式适合中国动漫产业的发展是本文研究的重点。 首先，本文通过查阅相关资料，梳理了动漫营销推广的内涵。其次，通过分析中国动漫营销推广模式的现状，与发达国家的营销推广模式相对比，找出中国动漫营销推广模式的弊端。接着，通过对优秀案例进行分析，提出中国动漫营销推广模式的新思路。最后，通过对整篇文章进行总结，指出下一步将要研究的方向和研究的内容，并对下一步的计划做了展望。 本文以分析中国动漫营销的推广模式为主，通过仔细研究得出：第一，一部优秀的动漫作品，必须有一套好的营销推广模式，才能吸引更多的观众，从而使其作品大放异彩。因此，营销推广在一部优秀的动漫作品中起着举足轻重的作用，更甚至说决定着整部作品的成败。第二，提出了中国动漫营销推广模式的新思路。中国动漫营销推广需要抛弃以往单一的传统推广模式，，采取多种推广模式并用，传统的推广模式与新兴的网络推广模式相结合的方法，找出一条适合我国动漫产业发展的新的动漫营销推广模式。
[Abstract]:China is one of the first countries in the world to make animation, and its animation and cartoons have a long history. However, although China's animation production started early, but there are few excellent animation works, this problem needs us to explore and think deeply. At the present stage, the animation industry in our country has been in a stagnant state. On the one hand, the reason is that the production level is low, on the other hand, it is due to the disadvantages of marketing and promotion. The latter is the most important factor affecting the development of animation in China. How to improve the promotion mode of Chinese animation marketing, what kind of promotion mode is suitable for the development of Chinese animation industry is the focus of this paper. Firstly, this article combs the connotation of animation marketing promotion by consulting related materials. Secondly, through the analysis of the current situation of Chinese animation marketing promotion mode, compared with the marketing promotion mode of developed countries, find out the disadvantages of Chinese animation marketing promotion mode. Then, through the excellent case analysis, put forward the Chinese animation marketing promotion mode of new ideas. Finally, through the summary of the whole article, this paper points out the direction and content of the next research, and looks forward to the next plan. Based on the analysis of Chinese animation marketing promotion mode, this paper draws a conclusion through careful study: first, an excellent animation work, must have a good marketing promotion mode, in order to attract more viewers, so that its works are brilliant. Therefore, marketing promotion plays an important role in an excellent animation work, and even determines the success or failure of the whole work. Second, put forward the Chinese animation marketing promotion mode of new ideas. Chinese animation marketing and promotion need to abandon the previous single traditional promotion mode, adopt a variety of promotion mode and use, the traditional promotion mode and the emerging network promotion mode combination method. Find out a suitable animation industry development of the new animation marketing promotion model.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124;F274
本文编号：2447544
[Abstract]:China is one of the first countries in the world to make animation, and its animation and cartoons have a long history. However, although China's animation production started early, but there are few excellent animation works, this problem needs us to explore and think deeply. At the present stage, the animation industry in our country has been in a stagnant state. On the one hand, the reason is that the production level is low, on the other hand, it is due to the disadvantages of marketing and promotion. The latter is the most important factor affecting the development of animation in China. How to improve the promotion mode of Chinese animation marketing, what kind of promotion mode is suitable for the development of Chinese animation industry is the focus of this paper. Firstly, this article combs the connotation of animation marketing promotion by consulting related materials. Secondly, through the analysis of the current situation of Chinese animation marketing promotion mode, compared with the marketing promotion mode of developed countries, find out the disadvantages of Chinese animation marketing promotion mode. Then, through the excellent case analysis, put forward the Chinese animation marketing promotion mode of new ideas. Finally, through the summary of the whole article, this paper points out the direction and content of the next research, and looks forward to the next plan. Based on the analysis of Chinese animation marketing promotion mode, this paper draws a conclusion through careful study: first, an excellent animation work, must have a good marketing promotion mode, in order to attract more viewers, so that its works are brilliant. Therefore, marketing promotion plays an important role in an excellent animation work, and even determines the success or failure of the whole work. Second, put forward the Chinese animation marketing promotion mode of new ideas. Chinese animation marketing and promotion need to abandon the previous single traditional promotion mode, adopt a variety of promotion mode and use, the traditional promotion mode and the emerging network promotion mode combination method. Find out a suitable animation industry development of the new animation marketing promotion model.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124;F274
【引证文献】
相关期刊论文 前1条
1 刘璇;;浅谈动漫营销新思路[J];青春岁月;2013年07期
本文编号：2447544
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