本文選題：麥兜　切入點(diǎn)：品牌傳播　出處：《南昌大學(xué)》2013年碩士論文

【摘要】：近年來文化創(chuàng)意產(chǎn)業(yè)逐漸成為炙熱的話題,它不再只是一個抽象的概念,而是以創(chuàng)造力為核心,以高知識性、高附加值、高滲透性、低能耗、為特點(diǎn)的,有著巨大經(jīng)濟(jì)效益的新興產(chǎn)業(yè)。動漫產(chǎn)業(yè)是文化創(chuàng)意產(chǎn)業(yè)的重要組成部分,推動動漫產(chǎn)業(yè)的發(fā)展不僅能豐富人們的精神生活,提供文化享受,形成新的文化消費(fèi)市場,而且它和其他產(chǎn)業(yè)有效融合,優(yōu)化產(chǎn)業(yè)結(jié)構(gòu)和促進(jìn)產(chǎn)業(yè)創(chuàng)新,進(jìn)一步推動中國的經(jīng)濟(jì)創(chuàng)新與轉(zhuǎn)型。 據(jù)統(tǒng)計(jì),中國14歲以下的兒童有3億人,全國有多個省市開通了少兒頻道和卡通頻道,動畫節(jié)目的需求量一年內(nèi)將達(dá)到1000萬分鐘；中國15—35歲的動漫消費(fèi)群體也日漸形成,他們不僅僅是現(xiàn)實(shí)社會最廣泛、最具消費(fèi)能力的消費(fèi)者,也是互聯(lián)網(wǎng)和移動增值業(yè)務(wù)最大的消費(fèi)群體。這些都讓我們看到了動漫行業(yè)的無限商機(jī)。但是相比以日本、美國為代表的動漫產(chǎn)業(yè)大國,目前中國動漫還處于初級階段,能形成品牌和產(chǎn)業(yè)的更少之又少,這使我國的很多動畫片制作處于一種有事業(yè)無產(chǎn)業(yè)的狀態(tài)。 因此如何振興和發(fā)展中國動漫產(chǎn)業(yè),日趨成為中國發(fā)展軟實(shí)力的焦點(diǎn)問題。中國香港動漫產(chǎn)業(yè)也以每年?duì)I業(yè)收入46億港元的數(shù)目超過了電影產(chǎn)業(yè)�！胞湺怠本褪窍愀鄯浅３晒Φ膭勇放�,不論是其圖書畫冊的暢銷、系列電影的大賣,還是進(jìn)駐香港杜莎夫人蠟像館成為香港標(biāo)識的輝煌,都可作為一個成功動漫品牌的典范。同時因?yàn)閺闹袑W(xué)開始我對麥兜這個卡通形象就十分偏愛,一直不斷搜集了麥兜玩偶、漫畫冊、電影、視頻等等,這些都對我之后的研究會有很大的幫助。分析其品牌傳播的成功之路,得出一些對中國動漫品牌傳播的啟示,力求從其中得出一些文化創(chuàng)意與品牌傳播營銷完美結(jié)合方面的建設(shè)性意見。
[Abstract]:In recent years, cultural and creative industry has gradually become a hot topic. It is no longer just an abstract concept, but is characterized by high knowledge, high added value, high permeability and low energy consumption. The animation industry is an important part of the cultural and creative industries. Promoting the development of the animation industry can not only enrich people's spiritual life, provide cultural enjoyment, and form a new cultural consumption market. Moreover, it can effectively merge with other industries, optimize industrial structure and promote industrial innovation, and further promote China's economic innovation and transformation. According to statistics, there are 300 million children under the age of 14 in China. Children's and cartoon channels have been opened in many provinces and cities throughout the country, and the demand for animation programs will reach 10 million minutes in one year. They are not only the broadest and most powerful consumers in the real world, but also the largest consumers of the Internet and mobile value-added businesses. All these show us the boundless business opportunities in the animation industry. But compared to Japan, The animation industry represented by the United States is still in its infancy, and it can form a few brands and industries, which makes a lot of animation production in a state of no industry. So how to revitalize and develop China's animation industry, Hong Kong, China's animation industry has surpassed the film industry by HK $4.6 billion a year. McDull is Hong Kong's most successful animation brand, regardless of its best-selling books and albums. The sale of the series, or the arrival at the Hong Kong Madame Tussauds Museum as a glorious symbol of Hong Kong, can serve as a model for a successful animation brand. At the same time, I have been very fond of the cartoon character McDull since high school. I have been collecting dolls of McDull, comic books, movies, videos and so on, all of which will be of great help to my later research. Try to find out some cultural ideas and brand communication marketing from the perfect combination of constructive advice.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G124;G206

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本文編號：1658285