本文選題：動漫產(chǎn)業(yè) + 品牌延伸��； 參考：《中南大學》2009年碩士論文

【摘要】： 當今伴隨著市場經(jīng)濟的縱深發(fā)展,品牌對于動漫產(chǎn)業(yè)的發(fā)展顯得越來越重要。20世紀80年代以來,國產(chǎn)動漫一直在市場化運作方面裹足不前,中國90%的動漫產(chǎn)業(yè)市場長期被歐美、日、韓等外國動漫產(chǎn)品占據(jù)。正是這種狀況的延續(xù),催生了中國動漫產(chǎn)業(yè)發(fā)展的巨大機遇。社會對動漫產(chǎn)業(yè)已經(jīng)普遍認同,產(chǎn)業(yè)化概念逐漸的清晰,政府不斷出臺鼓勵政策,中國動漫產(chǎn)業(yè)市場正在迅速擴大。我們應抓住機遇、找準切入點,全力打造民族動漫形象和品牌,創(chuàng)造全球一流的動漫企業(yè)。 鑒于這些問題,筆者認為有必要從方法論的角度出發(fā),在充分了解動漫原型的形象特征的基礎上,探討出更加有創(chuàng)意的方法來指導動漫衍生產(chǎn)品的不斷拓展和延伸,將這些方法對應到動漫衍生產(chǎn)品的設計中,在一個更具體的范疇內(nèi)將這種方法付諸于行動。 本文在廣泛收集品牌延伸理論相關文獻的基礎上,首先從核心品牌因素、消費者因素、企業(yè)內(nèi)部因素、企業(yè)外部因素這四個方面總結了影響品牌延伸成敗的關鍵因素。其次,根據(jù)上述四方面因素,本文構建了品牌延伸的影響因素模型,在通過調(diào)研、實證研究后,確定該模型是可行的。然后還構建了品牌延伸的可行性評價的指標體系,運用層次分析法對品牌延伸的可行性進行綜合評價。最后本文通過“藍貓”品牌延伸的案例分析,演示了層次分析法在品牌延伸決策中的應用,重點是圍繞該評價體系來如何判斷企業(yè)品牌延伸的成功率。 由于時間、精力等客觀限制,文章的研究存在一定局限性,如本文的研究屬于描述性研究,未能深入挖掘現(xiàn)象背后原因；沒有就外在因素對影響品牌延伸因素進行全面的深入研究等。這些局限性,也正是未來繼續(xù)研究的方向和突破口所在。
[Abstract]:With the deep development of market economy nowadays, brand is becoming more and more important for the development of animation industry. Since 1980s, domestic animation industry has been stagnant in market operation, 90% of China's animation industry market has been Europe and America for a long time. Japan, South Korea and other foreign animation products occupied. It is the continuation of this situation, the birth of China's animation industry development opportunities. The society has generally agreed to the animation industry, the concept of industrialization is gradually clear, the government continues to introduce encouraging policies, China's animation industry market is expanding rapidly. We should seize the opportunity, find the right entry point, to create the national animation image and brand, to create a world-class animation companies. In view of these problems, I think it is necessary to set out from the perspective of methodology, on the basis of fully understanding the image characteristics of animation prototype, to explore more creative methods to guide the development and extension of animation derivative products. Correspond these methods to the design of anime derivatives and put them into action in a more specific context. Based on the extensive collection of literature on brand extension theory, this paper summarizes the key factors that affect the success or failure of brand extension from four aspects: core brand factor, consumer factor, internal factor and external factor. Secondly, according to the above four factors, this paper constructs the influence factor model of brand extension, through investigation, empirical research, it is feasible to determine the model. Then, the index system of feasibility evaluation of brand extension is constructed, and the feasibility of brand extension is evaluated synthetically by analytic hierarchy process (AHP). Finally, this paper demonstrates the application of AHP in brand extension decision-making through the case study of "Blue Cat" brand extension, focusing on how to judge the success rate of brand extension around the evaluation system. Because of the limitation of time and energy, the research of this paper has some limitations, for example, the research in this paper belongs to the descriptive research, and the reasons behind the phenomenon can not be excavated deeply. There is no comprehensive and in-depth study on the external factors affecting brand extension factors and so on. These limitations are also the direction and breakthrough of further research in the future.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F719

【引證文獻】

相關碩士學位論文 前1條

1 李冰銳;吉林動漫集團發(fā)展戰(zhàn)略研究[D];吉林大學;2012年

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本文編號：1920459