如今,動漫產(chǎn)業(yè)是國際社會公認的21世紀知識經(jīng)濟的核心產(chǎn)業(yè)和“無煙環(huán)保產(chǎn)業(yè)”,因而日益成為各國關注和發(fā)展的重點。中國政府也將動漫產(chǎn)業(yè)作為重點扶持的新興文化產(chǎn)業(yè)之一,具有巨大的發(fā)展?jié)摿ΑＷ鳛?1世紀的新興產(chǎn)業(yè),動漫產(chǎn)業(yè)以其時尚、創(chuàng)意、娛樂化的特點,成為了世界各國大力發(fā)展的一個新的經(jīng)濟增長點,特別是美國、日本和韓國等發(fā)達國家,已經(jīng)意識到動漫產(chǎn)業(yè)的重要性。動漫產(chǎn)業(yè)作為文化產(chǎn)業(yè)的主要組成部分,不僅可以給國家經(jīng)濟帶來了巨大的收益,打造了眾多世界知名品牌,給這些國家?guī)砹藷o限商機,而且能夠更加深入、有效地弘揚一個國家的民族文化。我國的動漫產(chǎn)業(yè)發(fā)展要遵循怎樣的模式、如何穩(wěn)健的發(fā)展,已經(jīng)成為了中國動漫產(chǎn)業(yè)需要面對的一個非常重要的問題。世界動漫大國日本是亞洲動漫產(chǎn)業(yè)的先行者和領頭人,呈現(xiàn)出高度市場化、規(guī)模化、產(chǎn)業(yè)化特點,其動漫產(chǎn)業(yè)的出口值已經(jīng)遠遠高于鋼鐵出口值。全亞洲乃至全世界都接受著來自日本動漫的文化輻射,中國當然也不例外。自20世紀90年代起,日本動漫就敲開了中國的大門,長驅(qū)直入,培養(yǎng)了中國當代動漫迷群體,也澆開了中國本土動漫產(chǎn)業(yè)的萌芽。雖然早在20世紀80年代,中國動畫曾經(jīng)經(jīng)歷過黃金期,但面對外來的... 

【文章來源】：東北財經(jīng)大學遼寧省

【文章頁數(shù)】：98 頁

【學位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
    1.1 Research Background
    1.2 Research Significance
    1.3 Key Concepts and Definitions
        1.3.1 Comics and Animation
        1.3.2 Comics and Animation Industry
        1.3.3 Comics and Animation Enterprises
Chapter Ⅱ The History of Global Comics and Animation IndustryDevelopment
    2.1 The United States
    2.2 Japan
    2.3 South Korean
Chapter Ⅲ PEST Analysis on Japanese Comics and AnimationIndustry
    3.1 Political Factors
        3.1.1 Accurately Positioning the Comics and Animation Industry
        3.1.2 Establishing Management Departments and Research Institutions
        3.1.3 Financial Support Policy
        3.1.4 Creation Awards Policy
        3.1.5 Talent Cultivation Policy
    3.2 Economic Factors
        3.2.1 Accurate Market Positioning
        3.2.2 Export Encouragement Policy
    3.3 Socio-Cultural Factors
    3.4 Technological Factors
Chapter Ⅳ Marketing Strategies of Japanese Comics and AnimationIndustry
    4.1 Product Strategy
        4.1.1 Comics
        4.1.2 Animation
        4.1.3 Comics and Animation Derivatives
    4.2 Pricing Strategy
        4.2.1 Pricing Strategy of Comic Magazine
        4.2.2 Pricing Strategy Offprints
        4.2.3 Pricing Strategy of TV Animation
        4.2.4 Pricing Strategy of Comics and Animation Derivatives
    4.3 Place （Distribution） Strategy
        4.3.1 Distribution Strategy of Comics
        4.3.2 Distribution Strategy of Animation
        4.3.3 Distribution Strategy of Derivatives
    4.4 Promotion Strategy
        4.4.1 Advertising
        4.4.2 Personal Selling
        4.4.3 Integrated Marketing Communication
        4.4.4 Experiential Marketing
Chapter Ⅴ The Implications of Marketing Strategies of Japanese Comicsand Animation Industry
    5.1 The Comparison of Comics and Animation Industry in China and Japan
        5.1.1 The Positioning of Comics and Animation Market
        5.1.2 The Innovativeness of Comics and Animation Works
        5.1.3 The Establishment of Market-based Mechanism
    5.2 The Strategic Advice for Chinese Comics and Animation Industry
        5.2.1 To Accurately Position the Comics and Animation Industry
        5.2.2 To Create a Complete Comics and Animation Industry Chain and Optimize the Structure of the Comics and Animation Industry
        5.2.3 To Improve Creativity and Cultivate Brand Image
        5.2.4 To Cultivate Innovative Professionals for Comics and Animation Industry
        5.2.5 To Fight Piracy and Create a Harmonious Environment
Chapter Ⅵ Conclusions
REFERENCES
ACKNOWLEDGEMENT


【參考文獻】：
期刊論文
[1]以動養(yǎng)動:日本動漫企業(yè)運營模式探析——以蟲制作公司和吉卜力工作室為例[J]. 卜彥芳,陳元元.  現(xiàn)代傳播(中國傳媒大學學報). 2010(09)
[2]日本動漫產(chǎn)業(yè)的發(fā)展對天津的啟示[J]. 張潔.  天津經(jīng)濟. 2010(07)
[3]日本動漫產(chǎn)業(yè)探析[J]. 李常慶,魏本貌.  出版科學. 2010(04)
[4]日本動漫產(chǎn)業(yè)化經(jīng)營對中國動漫產(chǎn)業(yè)的啟示[J]. 李然.  北方經(jīng)貿(mào). 2010(01)
[5]日本動漫產(chǎn)業(yè)運作模式研究——兼論對中國動漫產(chǎn)業(yè)的啟示[J]. 何建平,劉潔.  當代電影. 2009(07)
[6]淺談日本的文化外交[J]. 吳詠梅.  日本學刊. 2008(05)
[7]國內(nèi)動漫衍生品市場的現(xiàn)狀與前景[J]. 趙路平.  西南民族大學學報(人文社科版). 2007(09)
[8]動漫產(chǎn)業(yè)發(fā)展的國際比較及啟示——以中美日三國為例[J]. 鄭明海.  發(fā)展研究. 2007(08)
[9]關于日本動漫的一種文化考察[J]. 徐渭.  日本學刊. 2006(05)

碩士論文
[1]我國動漫產(chǎn)業(yè)發(fā)展戰(zhàn)略研究[D]. 劉睿智.吉林大學 2008
[2]動漫企業(yè)的營銷策略研究[D]. 申毅.首都經(jīng)濟貿(mào)易大學 2008
[3]關于中國動漫產(chǎn)品的營銷策略研究[D]. 張永彬.天津音樂學院 2007
[4]日本動漫產(chǎn)業(yè)的發(fā)展及其啟示[D]. 胡旻.吉林大學 2006



本文編號：3023580