手机动漫顾客价值创新研究

发布时间：2018-05-04 00:25

本文选题：手机动漫 + 顾客价值　；参考：《湖南大学》2010年硕士论文

【摘要】： 手机动漫被认为是中国动漫产业发展的新契机、动漫产业发展的明星和3G时代新的经济增长点,市场前景诱人。战略始于顾客,顾客决定产品,成功的战略要找到更新的、更有效的方法满足顾客的需要和欲望,获取顾客忠诚,离不开对顾客价值的探讨。本文在对顾客价值及其创新理论的概念、特点、流程、目标等进行深入分析的基础之上,以我国手机动漫的产业环境、产品特点、服务现状、市场结构、供求状况等为行业背景,对手机动漫顾客价值创新机会、创新资源配置、创新方法等问题进行了研究。研究认,为手机动漫顾客价值创新机会的识别依据是客户联盟,识别方法是供求分析法,手机动漫顾客价值创新的最大机会是手机动漫产品,其次是服务、品牌和成本价值的创新。手机动漫顾客价值创新需要一定的资源配置,包括技术、人才、资金等内部资源和政府支持、行业合作等外部资源。手机动漫顾客价值创新方法主要有四种：产品价值创新方法、服务价值创新方法、品牌价值创新方法、成本价值创新方法。
[Abstract]:Mobile animation is regarded as a new opportunity for the development of China's animation industry, the star of the development of animation industry and the new economic growth point of 3G era, the market prospect is attractive. The strategy begins with the customer, the customer decides the product, the successful strategy must find the renewal, the more effective method to satisfy the customer's need and desire, obtains the customer loyalty, cannot leave the discussion to the customer value. Based on the in-depth analysis of the concept, characteristics, process and objectives of customer value and its innovation theory, this paper takes the industrial environment, product characteristics, service status and market structure of mobile phone animation in China as an example. Supply and demand is the background of the industry. This paper studies the opportunity of customer value innovation, the allocation of innovative resources and the innovative methods. According to the research, the identification of customer value innovation opportunities for mobile phone animation is based on customer alliance, the identification method is supply and demand analysis, the biggest opportunity for customer value innovation of mobile animation is mobile phone animation products, followed by service. Brand and cost value innovation. The customer value innovation of mobile animation needs certain resources allocation, including internal resources, such as technology, talent, funds, and external resources such as government support, industry cooperation and so on. There are four methods of customer value innovation: product value innovation method, service value innovation method, brand value innovation method, cost value innovation method.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274

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