本文選題：創(chuàng)意經(jīng)濟 + 創(chuàng)意產(chǎn)品　； 參考：《汕頭大學(xué)》2009年碩士論文

【摘要】： 進入21世紀(jì)以來,在知識經(jīng)濟,消費主義和創(chuàng)新理論的背景下,創(chuàng)意經(jīng)濟迅速興起,其表現(xiàn)形式是創(chuàng)意產(chǎn)業(yè)。創(chuàng)意產(chǎn)業(yè)在短短的12年時間里,經(jīng)歷了從概念到實踐,并迅速從發(fā)達國家擴展到發(fā)展中國家的過程,發(fā)達國家經(jīng)驗表明創(chuàng)意產(chǎn)業(yè)成為了經(jīng)濟快速發(fā)展的重要增長點。近幾年,我國亦著手大力發(fā)展創(chuàng)意產(chǎn)業(yè),發(fā)展的關(guān)鍵是形成完整有效的產(chǎn)業(yè)鏈。在此產(chǎn)業(yè)鏈中,中國最薄弱的環(huán)節(jié)是營銷,營銷的核心是營銷策略的制定。目前,我國對創(chuàng)意產(chǎn)品營銷策略的研究還處于探索階段,因此具有研究空間和研究意義。 社會經(jīng)濟經(jīng)過了產(chǎn)品經(jīng)濟、商品經(jīng)濟和服務(wù)經(jīng)濟,如今發(fā)展到了創(chuàng)意經(jīng)濟。在這一經(jīng)濟形態(tài),消費者的消費目的不再單純地為得到某種商品或服務(wù)而是越來越追求個性化、時尚化、重視獲得充滿感性的享受和愉悅。為適應(yīng)消費模式的改變以及商品、服務(wù)同質(zhì)化嚴重、市場過度競爭的經(jīng)濟環(huán)境,娛樂營銷的模式應(yīng)運而生,因其順應(yīng)了時代的要求,符合新背景下消費者的消費特征。本文指出,娛樂營銷這一新型的營銷方式將成為今后一段時間內(nèi)市場營銷的發(fā)展趨勢,是適合創(chuàng)意經(jīng)濟背景的營銷模式。 本文在研究方法上采用了文獻資料法、調(diào)查問卷法、比較分析法、案例分析法等,以便對創(chuàng)意產(chǎn)品娛樂營銷的模式及策略展開全面、系統(tǒng)的研究。文章以時代背景和理論分析為基礎(chǔ),通過對創(chuàng)意經(jīng)濟理論、營銷模式變革、馬斯洛需求層次理論、顧客價值理論與消費者購買決策過程理論,以及國內(nèi)外對娛樂營銷理論研究現(xiàn)狀的回顧分析,從創(chuàng)意經(jīng)濟時代消費者需求出發(fā),引出創(chuàng)意產(chǎn)品和創(chuàng)意消費的特征,并據(jù)娛樂營銷的內(nèi)涵特征論證娛樂營銷是適合創(chuàng)意經(jīng)濟背景的營銷模式,進而研究創(chuàng)意產(chǎn)品的娛樂營銷策略,著重闡述了娛樂與市場營銷相結(jié)合的娛樂營銷4C組合策略。在典型案例分析方面,對“奧飛動漫”的分析側(cè)重于對創(chuàng)意產(chǎn)品的核心競爭力——原創(chuàng)力這一元素對傳統(tǒng)產(chǎn)業(yè)向創(chuàng)意產(chǎn)業(yè)升級轉(zhuǎn)型、對創(chuàng)意產(chǎn)品研發(fā)設(shè)計、對提升經(jīng)濟效益的商業(yè)價值研究。對“超級女聲”的分析側(cè)重于增強創(chuàng)意產(chǎn)品娛樂營銷的可操作性,通過這個案例闡述如何應(yīng)用實施娛樂營銷4C組合策略。為創(chuàng)意產(chǎn)品營銷的相關(guān)實務(wù)拋磚引玉。
[Abstract]:Since the beginning of the 21st century, under the background of knowledge economy, consumerism and innovation theory, creative economy has risen rapidly, and its manifestation is creative industry. In a short period of 12 years, creative industry has experienced the process from concept to practice, and rapidly expanded from developed to developing countries. The experience of developed countries shows that creative industry has become an important growth point of rapid economic development. In recent years, China has also started to develop creative industries, the key to development is to form a complete and effective industrial chain. In this industrial chain, the weakest link in China is marketing, and the core of marketing is the formulation of marketing strategy. At present, the research on the marketing strategy of creative products in China is still in the exploratory stage, so it has the research space and significance. Social economy has developed into creative economy through product economy, commodity economy and service economy. In this economic form, the consumer's purpose is not simply to get a certain kind of goods or services, but more and more personalized, fashion, attention to obtain emotional enjoyment and pleasure. In order to adapt to the change of the consumption pattern and the goods, the service homogeneity is serious, the market excessive competition economic environment, the entertainment marketing pattern arises at the historic moment, because it has complied with the time request, conforms to the consumer's consumption characteristic under the new background. This paper points out that entertainment marketing, a new type of marketing method, will become the developing trend of marketing for some time in the future, and it will be a marketing model suitable for the background of creative economy. This paper adopts the methods of literature, questionnaire, comparative analysis, case analysis and so on, in order to carry out a comprehensive and systematic study on the mode and strategy of creative product entertainment marketing. Based on the background of the times and the theoretical analysis, this paper analyzes the creative economy theory, marketing model change, Maslow's hierarchy of demand theory, customer value theory and consumer purchase decision process theory. As well as the domestic and foreign review and analysis of the current situation of entertainment marketing theory, from the creative economic era of consumer demand, leading to creative products and creative consumption characteristics, According to the connotation characteristics of entertainment marketing, it is demonstrated that entertainment marketing is a marketing mode suitable for the background of creative economy, and then the entertainment marketing strategy of creative products is studied, and the 4C combination strategy of entertainment marketing combined with entertainment and marketing is emphatically expounded. In a typical case study, the analysis of "OFI" focuses on the core competitiveness of creative products-the element of originality in the transformation from traditional industries to creative industries, and the R & D design of creative products. Research on the commercial value of improving economic benefits. The analysis of Super Girl focuses on enhancing the maneuverability of creative product entertainment marketing, and explains how to apply the 4C combination strategy of entertainment marketing through this case. For creative product marketing related practice.
【學(xué)位授予單位】：汕頭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F719

【引證文獻】

相關(guān)期刊論文 前1條

1 臧逸瀟;;關(guān)于廣告創(chuàng)意的幾點思考[J];科技創(chuàng)新與應(yīng)用;2013年08期

相關(guān)博士學(xué)位論文 前1條

1 劉登佐;創(chuàng)意經(jīng)濟風(fēng)險管理研究[D];中南大學(xué);2010年

相關(guān)碩士學(xué)位論文 前2條

1 許滸;北京電視臺“海洋沙灘狂歡節(jié)”文化創(chuàng)意產(chǎn)品研究[D];北京體育大學(xué);2011年

2 楊勝藍;北京市體育產(chǎn)業(yè)中創(chuàng)意經(jīng)濟特點分析研究[D];北京體育大學(xué);2012年

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本文編號：1905871