發(fā)布時間：2018-03-06 12:08

  本文選題：珠三角　切入點：動漫產(chǎn)業(yè)　出處：《暨南大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 目前,動漫產(chǎn)業(yè)在我國屬于新興朝陽產(chǎn)業(yè),市場空間為1000億元/年,而且這個市場正在以很快的速度增長之中。本文以珠三角動漫產(chǎn)業(yè)作為研究對象,首先在第一章指出研究動漫產(chǎn)業(yè)營銷傳播的意義,同時對整合營銷傳播理論進行梳理。第二章介紹國內(nèi)外及珠三角地區(qū)的動漫產(chǎn)業(yè)現(xiàn)狀,同時指出珠三角動漫產(chǎn)業(yè)的不足。隨后論文第三章對該地區(qū)動漫消費群體進行深入細分,指出消費群體分為三類:青少年消費群體、成人消費群體和少兒消費群體。在分析這些群體消費偏好的基礎(chǔ)上,論文的第四章重點研究該地區(qū)動漫產(chǎn)業(yè)的營銷模式以及動漫產(chǎn)業(yè)鏈上各個環(huán)節(jié)的傳播手段。論文的第五章主要提出動漫產(chǎn)業(yè)的營銷策略,最后提出對動漫產(chǎn)業(yè)進行相關(guān)整合營銷的建議,并對國外動漫企業(yè)進行案例分析,期望能夠從中總結(jié)出一些有效的經(jīng)驗,為本地區(qū)動漫產(chǎn)業(yè)的發(fā)展提供指導(dǎo)性的理論依據(jù)。 “十一五”期間,廣東省強調(diào)鼓勵自主創(chuàng)新,建設(shè)文化大省,打造資源節(jié)約型社會,而動漫產(chǎn)業(yè)就是以創(chuàng)意為核心、以科技為手段的新型產(chǎn)業(yè),是提高綠色GDP的首要選擇。此外,珠三角地區(qū)高新技術(shù)發(fā)達,毗鄰香港澳門,具有一定的動漫文化氛圍,可以說具備發(fā)展動漫這類娛樂休閑產(chǎn)業(yè)的天然條件。因此,推動珠三角動漫產(chǎn)業(yè)的發(fā)展,不僅必要,而且十分地可行。
[Abstract]:At present, the animation industry is a new sunrise industry in China, with a market space of 100 billion yuan per year, and the market is growing at a rapid rate. This paper takes the animation industry in the Pearl River Delta as the research object. In the first chapter, it points out the significance of studying the marketing communication of animation industry, and combs the theory of integrated marketing communication. The second chapter introduces the current situation of animation industry both at home and abroad and in the Pearl River Delta region. At the same time pointed out the shortcomings of animation industry in the Pearl River Delta. Then the third chapter of the paper further subdivides the animation consumer groups in the region, pointing out that consumer groups are divided into three categories: youth consumption groups, On the basis of analyzing the consumer preference of these groups, The 4th chapter focuses on the marketing mode of the animation industry in the region and the means of communication in each link of the animation industry chain. Chapter 5th of the paper mainly puts forward the marketing strategy of the animation industry. Finally, the author puts forward some suggestions on the integrated marketing of the animation industry, and analyzes the cases of foreign animation companies, hoping to sum up some effective experiences and provide a guiding theoretical basis for the development of the animation industry in the region. During the 11th Five-Year Plan period, Guangdong Province emphasized encouraging independent innovation, building a cultural province, and building a resource-conserving society. The animation industry is a new type of industry with creativity as its core and science and technology as its means. In addition, the Pearl River Delta region is high-tech developed, adjacent to Hong Kong and Macao, with a certain cultural atmosphere of animation, can be said to have the development of animation such as entertainment and leisure industry natural conditions. Promote the development of the Pearl River Delta animation industry, not only necessary, and very feasible.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F719

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 郭楠;我國動漫雜志營銷策略研究[D];西北大學(xué);2010年

2 翟舒超;廣州動漫品牌的品牌傳播策略研究[D];華南理工大學(xué);2010年

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本文編號：1574770