【摘要】：中國(guó)是世界上最早制作動(dòng)畫(huà)的國(guó)家之一，其動(dòng)畫(huà)和漫畫(huà)的發(fā)展歷史悠久。然而我國(guó)動(dòng)漫制作起步雖早，但卻沒(méi)有幾部?jī)?yōu)秀的動(dòng)漫作品，這個(gè)問(wèn)題是需要我們?nèi)ヌ接懞蜕钏嫉摹，F(xiàn)階段我國(guó)動(dòng)漫產(chǎn)業(yè)一直處于停滯不前的低迷狀態(tài)，究其原因一方面是由于制作水平的低下，另一方面則是由于營(yíng)銷(xiāo)推廣方面存在著弊端，兩者中的后者是影響我國(guó)動(dòng)漫發(fā)展的最重要因素。如何改善中國(guó)動(dòng)漫營(yíng)銷(xiāo)的推廣模式，什么樣的推廣模式適合中國(guó)動(dòng)漫產(chǎn)業(yè)的發(fā)展是本文研究的重點(diǎn)。 首先，本文通過(guò)查閱相關(guān)資料，梳理了動(dòng)漫營(yíng)銷(xiāo)推廣的內(nèi)涵。其次，通過(guò)分析中國(guó)動(dòng)漫營(yíng)銷(xiāo)推廣模式的現(xiàn)狀，與發(fā)達(dá)國(guó)家的營(yíng)銷(xiāo)推廣模式相對(duì)比，找出中國(guó)動(dòng)漫營(yíng)銷(xiāo)推廣模式的弊端。接著，通過(guò)對(duì)優(yōu)秀案例進(jìn)行分析，提出中國(guó)動(dòng)漫營(yíng)銷(xiāo)推廣模式的新思路。最后，通過(guò)對(duì)整篇文章進(jìn)行總結(jié)，指出下一步將要研究的方向和研究的內(nèi)容，并對(duì)下一步的計(jì)劃做了展望。 本文以分析中國(guó)動(dòng)漫營(yíng)銷(xiāo)的推廣模式為主，通過(guò)仔細(xì)研究得出：第一，一部?jī)?yōu)秀的動(dòng)漫作品，必須有一套好的營(yíng)銷(xiāo)推廣模式，才能吸引更多的觀眾，從而使其作品大放異彩。因此，營(yíng)銷(xiāo)推廣在一部?jī)?yōu)秀的動(dòng)漫作品中起著舉足輕重的作用，更甚至說(shuō)決定著整部作品的成敗。第二，提出了中國(guó)動(dòng)漫營(yíng)銷(xiāo)推廣模式的新思路。中國(guó)動(dòng)漫營(yíng)銷(xiāo)推廣需要拋棄以往單一的傳統(tǒng)推廣模式，，采取多種推廣模式并用，傳統(tǒng)的推廣模式與新興的網(wǎng)絡(luò)推廣模式相結(jié)合的方法，找出一條適合我國(guó)動(dòng)漫產(chǎn)業(yè)發(fā)展的新的動(dòng)漫營(yíng)銷(xiāo)推廣模式。
[Abstract]:China is one of the first countries in the world to make animation, and its animation and cartoons have a long history. However, although China's animation production started early, but there are few excellent animation works, this problem needs us to explore and think deeply. At the present stage, the animation industry in our country has been in a stagnant state. On the one hand, the reason is that the production level is low, on the other hand, it is due to the disadvantages of marketing and promotion. The latter is the most important factor affecting the development of animation in China. How to improve the promotion mode of Chinese animation marketing, what kind of promotion mode is suitable for the development of Chinese animation industry is the focus of this paper. Firstly, this article combs the connotation of animation marketing promotion by consulting related materials. Secondly, through the analysis of the current situation of Chinese animation marketing promotion mode, compared with the marketing promotion mode of developed countries, find out the disadvantages of Chinese animation marketing promotion mode. Then, through the excellent case analysis, put forward the Chinese animation marketing promotion mode of new ideas. Finally, through the summary of the whole article, this paper points out the direction and content of the next research, and looks forward to the next plan. Based on the analysis of Chinese animation marketing promotion mode, this paper draws a conclusion through careful study: first, an excellent animation work, must have a good marketing promotion mode, in order to attract more viewers, so that its works are brilliant. Therefore, marketing promotion plays an important role in an excellent animation work, and even determines the success or failure of the whole work. Second, put forward the Chinese animation marketing promotion mode of new ideas. Chinese animation marketing and promotion need to abandon the previous single traditional promotion mode, adopt a variety of promotion mode and use, the traditional promotion mode and the emerging network promotion mode combination method. Find out a suitable animation industry development of the new animation marketing promotion model.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：G124;F274

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 劉璇;;淺談動(dòng)漫營(yíng)銷(xiāo)新思路[J];青春歲月;2013年07期

本文編號(hào)：2447544