【摘要】：隨著社會(huì)經(jīng)濟(jì)的不斷發(fā)展,人們生活水平不斷提高,傳統(tǒng)的衣食住行等基本條件的滿足已經(jīng)遠(yuǎn)遠(yuǎn)達(dá)不到現(xiàn)代人們的要求。人們的關(guān)注重點(diǎn)止在從對(duì)產(chǎn)品和實(shí)用價(jià)值的關(guān)注轉(zhuǎn)移到產(chǎn)品帶來(lái)的精神享受,更注重體驗(yàn)的過(guò)程。于是體驗(yàn)營(yíng)銷(xiāo)也順勢(shì)興起,進(jìn)人體驗(yàn)經(jīng)濟(jì)時(shí)代,傳統(tǒng)式營(yíng)銷(xiāo)己逐漸地被體驗(yàn)式營(yíng)銷(xiāo)所代替。同時(shí)體驗(yàn)式營(yíng)銷(xiāo)也改變著消費(fèi)行為,并為產(chǎn)品找到新的價(jià)值與生存空間。動(dòng)漫產(chǎn)業(yè)作為一個(gè)新興的朝陽(yáng)產(chǎn)業(yè),對(duì)體驗(yàn)式營(yíng)銷(xiāo)方式也做了不同形式的嘗試,并一步步完善起來(lái)。本文通過(guò)介紹動(dòng)漫體驗(yàn)式營(yíng)銷(xiāo)的概念、特點(diǎn)、方式等來(lái)對(duì)動(dòng)漫產(chǎn)業(yè)的發(fā)展做進(jìn)一步的探索。
[Abstract]:With the continuous development of social economy and the continuous improvement of people's living standards, the satisfaction of the traditional basic conditions, such as food, clothing, housing, transportation and so on, is far from meeting the requirements of modern people. People pay more attention to the process of experience from paying attention to the product and practical value to the spiritual enjoyment brought by the product. As a result, experiential marketing is also on the rise, entering the era of experience economy, traditional marketing has been gradually replaced by experiential marketing. At the same time, experiential marketing also changes consumer behavior and finds new value and living space for products. Animation industry as a new sunrise industry, experiential marketing has also made different forms of attempt, and step by step to improve. This paper introduces the concept, characteristics and methods of animation experiential marketing to further explore the development of animation industry.
【學(xué)位授予單位】：天津美術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：G124

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本文編號(hào)：2480146