本文關(guān)鍵詞： 動漫衍生品 消費(fèi)者行為 開發(fā)策略　出處：《中南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：動漫產(chǎn)業(yè)作為戰(zhàn)略新興產(chǎn)業(yè)被列為國家重點(diǎn)發(fā)展的文化產(chǎn)業(yè)門類,是創(chuàng)意產(chǎn)業(yè)的重要組成部分。長沙市是中國動漫發(fā)展史上起步最早的城市之一,動漫產(chǎn)業(yè)是其優(yōu)勢產(chǎn)業(yè),素有“動漫先行者”的美譽(yù)。然而近年來這種優(yōu)勢越來越不明顯,一些后起之秀大有超越之態(tài)勢。而且動漫制作成本高,即使有國家政策性補(bǔ)貼,許多動漫制作企業(yè)仍處于虧損狀態(tài)。長沙市的動漫如果不從產(chǎn)業(yè)發(fā)展模式和增長方式上進(jìn)行創(chuàng)新,行業(yè)贏利狀況無法改觀,優(yōu)勢地位也將岌岌可危。而動漫衍生品開發(fā)是動漫產(chǎn)業(yè)鏈的最高盈利環(huán)節(jié),是動漫產(chǎn)業(yè)得以持續(xù)發(fā)展的關(guān)鍵因素。因此,如何通過動漫衍生品開發(fā)把長沙市動漫產(chǎn)業(yè)的先發(fā)優(yōu)勢轉(zhuǎn)化為長期優(yōu)勢是長沙市動漫產(chǎn)業(yè)發(fā)展面臨的重要課題。 本文的研究是建立在消費(fèi)者行為調(diào)查的基礎(chǔ)上,為長沙市動漫衍生品的開發(fā)提供策略。首先,對消費(fèi)者行為理論和產(chǎn)品開發(fā)的相關(guān)理論進(jìn)行回顧和梳理,為本文的研究提供理論指導(dǎo)。隨后,闡述和分析世界上成功的動漫大國和我國動漫典型城市地區(qū)的動漫衍生品開發(fā)和案例,來借鑒其動漫衍生品開發(fā)的成功之處。進(jìn)而,對長沙市動漫衍生品市場的消費(fèi)者行為進(jìn)行調(diào)查,結(jié)合問卷調(diào)研和訪談的方式,利用SPSS統(tǒng)計(jì)軟件分析所得數(shù)據(jù),包括描述性分析、信度與效度分析、相關(guān)性分析、因子分析和聚類分析、差異性分析等,得出長沙市動漫衍生品市場消費(fèi)者行為的特征。之后,在消費(fèi)行為分析的基礎(chǔ)上,對長沙市動漫衍生品開發(fā)的現(xiàn)狀及問題進(jìn)行分析,得出長沙市動漫衍生品開發(fā)中存在的不足和問題。最后,針對存在的問題提出長沙市動漫衍生品開發(fā)策略及保障措施,為長沙市動漫衍生品開發(fā)提供指導(dǎo)和依據(jù)。
[Abstract]:As a strategic emerging industry, the animation industry has been listed as the cultural industry category of national key development and an important part of the creative industry. Changsha is one of the earliest cities in the history of the development of Chinese animation, and the animation industry is its dominant industry. Known as the "animation pioneer" reputation. In recent years, however, this advantage is becoming less and more obvious, some rising stars have greatly surpassed the trend. And animation production costs are high, even if there is a national policy subsidy, Many animation manufacturers are still in a state of loss. If the animation industry in Changsha is not innovated in terms of industrial development patterns and growth patterns, the profit situation of the industry will not change. The development of animation derivatives is the highest profit link in the animation industry chain and the key factor for the sustainable development of the animation industry. How to transform the preemptive advantage of Changsha animation industry into a long-term advantage through the development of animation derivatives is an important subject facing the development of Changsha animation industry. The research of this paper is based on the investigation of consumer behavior, and provides strategies for the development of animation derivatives in Changsha. First of all, the theory of consumer behavior and the related theories of product development are reviewed and combed. Then, the author expounds and analyzes the successful animation derivatives development and cases of the world's most successful animation countries and the typical urban areas of our country to draw lessons from the success of their animation derivatives development. This paper makes a survey on the consumer behavior of the animation derivatives market in Changsha, and analyzes the data by using SPSS software, including descriptive analysis, reliability and validity analysis, and correlation analysis, combined with questionnaire investigation and interview. Factor analysis, cluster analysis, difference analysis and so on, draw the characteristics of consumer behavior in Changsha animation derivatives market. Then, on the basis of consumer behavior analysis, this paper analyzes the current situation and problems of the development of animation derivatives in Changsha. Finally, the paper puts forward the development strategy and safeguard measures of Changsha animation derivatives, which provides guidance and basis for Changsha animation derivatives development.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J124

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