本文關(guān)鍵詞： 動漫形象 動漫形象品牌 品牌傳播　出處：《湖南大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著市場經(jīng)濟的不斷發(fā)展和全球經(jīng)濟一體化的速度加快,市場競爭日益激烈。而在同質(zhì)化現(xiàn)象嚴(yán)重的產(chǎn)品市場上,企業(yè)與企業(yè)、甚至國與國之間的競爭不再局限于產(chǎn)品服務(wù)層面,更多的表現(xiàn)為品牌與品牌之間的競爭,對品牌的建設(shè)和傳播已成為各個領(lǐng)域企業(yè)不容忽視的課題之一。研究品牌傳播,對擴大企業(yè)知名度、提高產(chǎn)品美譽度、開拓市場和占領(lǐng)市場,都極具現(xiàn)實意義。對于我國動漫產(chǎn)業(yè)來說,國產(chǎn)自主動漫品牌的缺失使得動漫市場長期被國外動漫品牌所占據(jù),國產(chǎn)動漫明顯競爭力不足。面對廣闊的動漫消費市場,如何促進(jìn)我國動漫形象品牌的快速成長,推動動漫產(chǎn)業(yè)發(fā)展,研究動漫形象品牌運作規(guī)律十分必要,因此,對動漫形象品牌的品牌傳播研究勢在必行。 動漫產(chǎn)業(yè)時下已成為全球經(jīng)濟的“熱門產(chǎn)業(yè)”,它既能創(chuàng)造巨額的經(jīng)濟利潤,又符合當(dāng)下人類推崇的“綠色、低碳、環(huán)�！钡纳鷳B(tài)理念,因而成為近幾年發(fā)展迅猛的朝陽產(chǎn)業(yè)。動漫產(chǎn)業(yè)以“創(chuàng)意”為核心,以動漫形象為基礎(chǔ),有動畫、漫畫、電影、舞臺劇等多種表現(xiàn)形式。動漫產(chǎn)業(yè)區(qū)別于其他產(chǎn)業(yè)的地方就在于它并不直接生產(chǎn)有形的商品,而是通過衍生的方式將上下游的產(chǎn)業(yè)聯(lián)結(jié)成產(chǎn)業(yè)鏈,通過開發(fā)衍生市場,產(chǎn)生經(jīng)濟乘數(shù)效應(yīng)。動漫企業(yè)要實現(xiàn)動漫產(chǎn)業(yè)價值鏈上的價值輸出,就必須加強品牌的建設(shè)與傳播。當(dāng)今動漫市場也是各個動漫形象品牌的戰(zhàn)場,動漫企業(yè)要實現(xiàn)自身的生存和發(fā)展,就必須走品牌發(fā)展之路。動漫產(chǎn)品和動漫形象品牌都是以動漫形象為基礎(chǔ)的,通過對動漫形象的傳播,得到消費者的認(rèn)同和欣賞,才能產(chǎn)生動漫形象品牌。本文在研究國內(nèi)外品牌傳播理論的基礎(chǔ)上,結(jié)合國內(nèi)國外優(yōu)秀動漫形象品牌傳播的實例,分析我國動漫產(chǎn)業(yè)形象品牌發(fā)展的問題與不足,并初步提出了進(jìn)行動漫形象品牌傳播的一些具體舉措,僅供參考。
[Abstract]:With the continuous development of market economy and the acceleration of global economic integration, the market competition is becoming increasingly fierce. In the homogeneous product market, enterprises and enterprises. Even the competition between countries is no longer limited to the level of products and services, more performance is the competition between brands and brands. The construction and dissemination of brand has become one of the topics that can not be ignored by enterprises in various fields. The study of brand communication will expand the reputation of enterprises, improve the reputation of products, open up markets and occupy markets. For China's animation industry, the lack of domestic independent animation brand makes the animation market has been occupied by foreign animation brands for a long time. Facing the broad animation consumer market, how to promote the rapid growth of animation image brand, promote the development of animation industry, study the laws of animation image brand operation is very necessary. Therefore, it is imperative to study the brand communication of animation image brand. Animation industry has now become a "hot industry" in the global economy. It can not only create huge economic profits, but also accord with the ecological concept of "green, low carbon, environmental protection". In recent years, animation industry has developed rapidly. Animation industry takes "creativity" as the core, animation image as the basis, animation, cartoon, film. Animation industry is different from other industries in that it does not directly produce tangible goods, but through the derivative of the upstream and downstream industries into an industrial chain. Through the development of derivative market, the effect of economic multiplier is produced. Animation companies want to realize the value output on the value chain of animation industry. It is necessary to strengthen the construction and dissemination of the brand. Nowadays, the animation market is also the battlefield of each animation image brand, the animation companies want to achieve their own survival and development. Animation products and animation image brands are based on the animation image, through the spread of animation images, get the recognition and appreciation of consumers. In order to produce animation image brand. This paper studies the theory of brand communication at home and abroad, combined with the domestic and foreign excellent animation image brand communication examples. This paper analyzes the problems and shortcomings in the development of image brand of animation industry in our country, and puts forward some concrete measures to spread the brand of animation image, which is for reference only.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

1 紀(jì)宵;基于品牌建構(gòu)下的動漫形象性格表現(xiàn)研究[D];河南大學(xué);2012年

2 李翔宇;新媒體語境下的動漫品牌建設(shè)[D];山東大學(xué);2013年

3 謝文;新媒體動漫的品牌建設(shè)研究[D];北京印刷學(xué)院;2013年

4 吳妮;中國動漫產(chǎn)業(yè)的集中現(xiàn)象研究[D];陜西科技大學(xué);2013年

5 李爽;當(dāng)代中國動漫衍生產(chǎn)品開發(fā)現(xiàn)狀及發(fā)展對策研究[D];陜西科技大學(xué);2013年

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本文編號：1464712