發(fā)布時(shí)間：2018-02-06 03:58

  本文關(guān)鍵詞： 動(dòng)漫 漫畫 動(dòng)漫產(chǎn)業(yè) 整合營(yíng)銷 營(yíng)銷策略 新模式　出處：《中國(guó)美術(shù)學(xué)院》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：本文寫作的主要目是探討并試圖解決我國(guó)動(dòng)漫營(yíng)銷中所出現(xiàn)的模式單一問(wèn)題。文章內(nèi)容在分析動(dòng)漫產(chǎn)業(yè)鏈現(xiàn)有狀況的基礎(chǔ)上吸收借鑒當(dāng)今世界各國(guó)動(dòng)漫產(chǎn)業(yè)先進(jìn)的運(yùn)營(yíng)模式，，總結(jié)提出一種新的營(yíng)銷思路：將整合營(yíng)銷的概念引入動(dòng)漫營(yíng)銷之中來(lái)，運(yùn)用SWOT分析法分析動(dòng)漫營(yíng)銷環(huán)節(jié)中的優(yōu)勢(shì)和劣勢(shì)，再根據(jù)市場(chǎng)的實(shí)際情況有針對(duì)性的進(jìn)行動(dòng)漫產(chǎn)品的創(chuàng)作和生產(chǎn)。改變國(guó)內(nèi)目前先有動(dòng)漫作品后開發(fā)衍生產(chǎn)品的傳統(tǒng)營(yíng)銷理念的現(xiàn)狀。 文章采用分析講解等方法，通過(guò)遴選文獻(xiàn)資料和實(shí)際數(shù)據(jù)來(lái)組織建立理論依據(jù)；結(jié)合筆者自身的實(shí)踐經(jīng)驗(yàn)、個(gè)案調(diào)查加以總結(jié)性論述。對(duì)提出的觀點(diǎn)加以論證分析。最終得出結(jié)論：將整合營(yíng)銷的思路運(yùn)用到動(dòng)漫營(yíng)銷中更有利于產(chǎn)業(yè)發(fā)展與完善。希望本文的寫作能夠?qū)?dòng)漫行業(yè)未來(lái)的健康發(fā)展有所啟示。
[Abstract]:The main purpose of this paper is to explore and try to solve the single mode of animation marketing in China. Based on the analysis of the current situation of animation industry chain, the content of the article absorbs and draws lessons from the advanced animation industry in the world. Of the company's operations. Summarize and put forward a new marketing idea: introduce the concept of integrated marketing into animation marketing, use SWOT analysis to analyze the strengths and weaknesses of animation marketing links. Then according to the actual situation of the market to create and produce animation products. Change the current situation of traditional marketing concept of anime first and then develop derivative products in China. In this paper, the method of analysis and explanation is used to organize and establish the theoretical basis by selecting the literature and actual data. Combined with the author's own practical experience. Case investigation to sum up the discussion. Put forward the point of view to be demonstrated and analyzed. Finally come to the conclusion:. Applying the idea of integrated marketing to the animation marketing is more beneficial to the development and perfection of the industry. I hope the writing of this paper can enlighten the healthy development of the animation industry in the future.
【學(xué)位授予單位】：中國(guó)美術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 張?chǎng)?;淺談什么是現(xiàn)代動(dòng)畫思維[J];大眾文藝;2010年07期

本文編號(hào)：1493522