动漫营销研究的新思路

发布时间：2018-02-06 03:58

本文关键词： 动漫漫画动漫产业整合营销营销策略新模式　出处：《中国美术学院》2012年硕士论文　论文类型：学位论文

【摘要】：本文写作的主要目是探讨并试图解决我国动漫营销中所出现的模式单一问题。文章内容在分析动漫产业链现有状况的基础上吸收借鉴当今世界各国动漫产业先进的运营模式，，总结提出一种新的营销思路：将整合营销的概念引入动漫营销之中来，运用SWOT分析法分析动漫营销环节中的优势和劣势，再根据市场的实际情况有针对性的进行动漫产品的创作和生产。改变国内目前先有动漫作品后开发衍生产品的传统营销理念的现状。文章采用分析讲解等方法，通过遴选文献资料和实际数据来组织建立理论依据；结合笔者自身的实践经验、个案调查加以总结性论述。对提出的观点加以论证分析。最终得出结论：将整合营销的思路运用到动漫营销中更有利于产业发展与完善。希望本文的写作能够对动漫行业未来的健康发展有所启示。
[Abstract]:The main purpose of this paper is to explore and try to solve the single mode of animation marketing in China. Based on the analysis of the current situation of animation industry chain, the content of the article absorbs and draws lessons from the advanced animation industry in the world. Of the company's operations. Summarize and put forward a new marketing idea: introduce the concept of integrated marketing into animation marketing, use SWOT analysis to analyze the strengths and weaknesses of animation marketing links. Then according to the actual situation of the market to create and produce animation products. Change the current situation of traditional marketing concept of anime first and then develop derivative products in China. In this paper, the method of analysis and explanation is used to organize and establish the theoretical basis by selecting the literature and actual data. Combined with the author's own practical experience. Case investigation to sum up the discussion. Put forward the point of view to be demonstrated and analyzed. Finally come to the conclusion:. Applying the idea of integrated marketing to the animation marketing is more beneficial to the development and perfection of the industry. I hope the writing of this paper can enlighten the healthy development of the animation industry in the future.
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124

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