本文關鍵詞：新媒體語境下的動漫品牌建設，，由筆耕文化傳播整理發(fā)布。

        信息科技革命浪潮的興起深刻改變了信息傳播結構,以互聯網和移動通信為代表的新媒體日益凸顯其優(yōu)勢。新媒體不僅改變了動漫的生產和傳播模式,使其在種類和藝術風格方面發(fā)生巨大變化,而且?guī)砹巳碌漠a業(yè)模式,促使動漫產業(yè)在作品創(chuàng)作,產品生產,傳播發(fā)行,商業(yè)開發(fā),鑒賞消費等諸多方面發(fā)生改變。如何立足中國實際,把握新媒體時代機遇,建設新媒體動漫品牌成為動漫產業(yè)發(fā)展所面臨的一個課題。本文對新媒體動漫品牌建設提出了路徑和策略方面的建議,以期對中國動漫的發(fā)展有所借鑒。本文從新媒體與動漫品牌的概念,新媒體對動漫產業(yè)在生產方式,傳播內容,傳播方式,商業(yè)運作等方面的影響入手,分析和闡釋了新媒體動漫的概念、特點與文化定位,指出新媒體動漫所具有的技術依賴性,時效性,開放性,交互性等傳播特征,以及作為一場具有平民化,草根性,個性化,多樣化特點的“狂歡”的通俗文化屬性。從產業(yè)發(fā)展的角度,分析了當前我國新媒體動漫發(fā)展的政策,技術,市場和文化環(huán)境,以及網絡動漫和手機動漫的發(fā)展現狀和存在的問題。從新媒體動漫品牌的價值實現角度,分析了新媒體語境下動漫消費者的屬性,消費需求和行為特點,通過對動漫形象的符號價值分析指出新媒體動漫品牌的價值實現以形象為核心,提出了新媒體動漫品牌價值的實現機制。在理清新媒體動漫產業(yè)關系網的基礎上,本文通過案例分析,總結當前新媒體動漫品牌塑造的模式。模式可分為依托平臺和自建平臺兩大類,依托平臺類包括：基于視頻分享網站的網絡動畫品牌建設模式,基于自媒體的草根動漫形象品牌建設模式,基于開放平臺的手機動漫游戲品牌建設模式。自建平臺類包括：基于兒童在線娛樂社區(qū)的動漫品牌建設模式,基于數字出版平臺的傳統(tǒng)品牌拓展。通過總結可以發(fā)現這些模式的共同特點有：“內容+渠道”；線上和線下的互動拓展延伸；利用社會化媒體的聚集效應和口碑傳播方式；皆具有獨特的品牌定位和盈利來源。通過對概念,現狀,價值實現和當前模式的分析,總結和提升,本文提出了新媒體動漫品牌建設的路徑與策略。首先在內涵建設方面,以電通蜂窩品牌模型和品牌傳播形態(tài)的金字塔結構為基礎,提出新媒體動漫品牌建設的路徑和策略。路徑上,核心價值和象征符號作為品牌的靈魂保持不變,核心價值與象征符號—個性化定位—情感觸發(fā)的機制和路徑保持“相對不變”,而從內容傳播—與時俱進—審美迎合,到物質延仲—產業(yè)鏈建設—消費拓展,不論是傳播形態(tài),品牌策略還是價值實現,都“不斷變化”。建設策略包括品牌定位與識別,以形象為核心,“一源多用”互動的產業(yè)鏈建設。其次在平臺建設方面,借力新媒體作為生產傳播,交易融資,營銷推廣平臺,提出新媒體平臺的利用和建設策略,強調自媒體建設的重要作用。

    The rise of information technology revolution has profoundly changed the structure of information communication. The Internet and mobile communication as the representatives of the New meida have increasingly highlighted their advantages. The New meida has not only changed the ACG production and its mode of transmission, making great changes in its species and artistic styles, but also brought a new industrial pattern, promoting the ACG industry to change in creation, production, communication and distribution, commercial development, appreciation and consumption and many other aspects. It is a problem in the development of ACG industry to grasp the opportunities in the New meida era and build the New meida ACG brands basing in the Chinese reality. This paper puts forward ways and strategies for the New meida ACG brand building, in order to offer references for the Chinese ACG.This paper starts with the concepts of New meida and ACG brand, the influences of New meida in the production, communication of contents, mode of transmission, and the commercial operation of the ACG industry. Then it figures out the communication features as technology dependence, timeliness, openness and interactivity, and the attribute of the popular culture as a "Carnival" with the character of civilians, grassroots, individuation, diversification of the New meida ACG. From the perspective of industry development, this paper analyses the current situation of policy, technology, market and cultural environment for the development Chinese New meida ACG, as well as the status and the existing problems. From the perspective of the reality of brand value, this paper analyses the attribute, needs and behavior characteristics of the ACG fans and consumers in the contexts of New meida. Based on the analysis of the symbol value of the cartoon images, it points out that the value of the New meida ACG brands realizes with the cartoon images as the core, and puts forwards the reality mechanism of New meida ACG brand value.Based on the New meida ACG industry network, this paper summarizes the patterns of brand building through case analysis. The models can be divided into two categories:rely-on-platform and self-platform. The ONA brand pattern through the video sharing sites, grassroots cartoon images brand pattern through the We Media, and the mobile ACG brand pattern through Open platforms all belong to the rely-on-platform. The self-platform includes the ACG brand pattern through the children’s online entertainment community, and the tradition ACG brands expanding through the digital publishing platform. The common features of these models include "Contents+Channels", interacting and extending online and offline, using the aggregation effect and word-of-mouth communication way of social media, and unique brand positioning and profit sources.Based on the analysis, summary and promotion of the present situation, concept, value realization and the current mode, this paper puts forward the path and strategies of New meida ACG brand construction. Firstly, based on the Dentsu Comb Model and the pyramid structure of brand communication form, this paper puts forward the path and the strategies in the connotation construction. From the path, the core values and symbols as brand soul remain unchanged;the mechanism and the paths, core values&symbols-personalized positioning-emotion triggering, should be relative invariant; Meanwhile, from contents communication-keeping pace with the times-catering to consumers aesthetic, to material extension-industry chain construction consumption expanding, whether the form of communication, brand strategies and value realization, should be "changing". The strategies include brand positioning and recognition, and the industry chain construction with the cartoon image as the core and OSMU. Secondly, in the platform construction, this paper advises that the New meida ACG brands should make the New meida as the platform for production and communication, trade and financing, marketing and promotion, puts forward the strategies to use and construct the New meida platform, and emphasises the importance of the We Media.

新媒體語境下的動漫品牌建設

目錄4-5CONTNENS5-6摘要6-8ABSTRACT8-9緒論10-18    一、文獻綜述10-15    二、研究思路、意義與不足15-18第一章 新媒體與動漫品牌18-33    第一節(jié) 新媒體的定義與相關理念18-20    第二節(jié) 動漫品牌的定義、構成與特點20-24    第三節(jié) 新媒體對動漫產業(yè)的影響24-33第二章 新媒體動漫解析33-48    第一節(jié) 新媒體動漫的定義與分類33-35    第二節(jié) 新媒體動漫的傳播特點35-39    第三節(jié) 新媒體動漫的文化定位與特點39-48第三章 我國新媒體動漫的發(fā)展環(huán)境與現狀48-72    第一節(jié) 我國新媒體動漫發(fā)展環(huán)境48-55    第二節(jié) 我國新媒體動漫發(fā)展現狀與問題55-72第四章 新媒體動漫品牌價值的實現72-88    第一節(jié) 新媒體動漫品牌價值實現以消費者為主導72-83    第二節(jié) 新媒體動漫品牌價值實現以形象為核心83-88第五章 當前新媒體動漫品牌建設模式總結88-113    第一節(jié) 依托既有平臺的品牌建設模式90-102    第二節(jié) 基于自建自控平臺的品牌建設模式102-111    第三節(jié) 模式特點總結111-113第六章 新媒體動漫品牌建設研究113-149    第一節(jié) 內涵建設：新媒體動漫品牌建設路徑與策略113-131    第二節(jié) 平臺建設：借力新媒體131-149結語149-151參考文獻151-157致謝157-158學位論文評閱及答辯情況表158

  本文關鍵詞：新媒體語境下的動漫品牌建設，由筆耕文化傳播整理發(fā)布。