天津市动漫产品的市场推广研究

发布时间：2018-06-22 11:04

本文选题：动漫产品 + 市场推广　；参考：《天津财经大学》2010年硕士论文

【摘要】：动漫产业作为21世纪的朝阳产业,在全国方兴未艾,在天津也得到了迅速的发展,在动漫周围构成了一个庞大的产业链,形成了新的经济增长点。在动漫需求很旺盛的情况下,天津相应的出台了有利于动漫产业发展的政策法规促进其迅速发展。天津动漫产业如何推动周边衍生产品的发展,形成一个完整的产业链,已成为当前天津市建设动漫基地,推广天津动漫产品市场一个刻不容缓的课题。本文首先对于国内外地区动漫产品的研究进行综述,然后着重对天津市动漫产品的发展存在的问题进行了陈述。接下来对天津的具体情况进行了描述：天津具有历史悠久且文化底蕴雄厚的特点；政府不断推出新的政策扶持动漫产业；滨海新区开发开放和天津城市地位的提升所带来的市场优势。结合这些具体情况,采用问卷调查的方式对天津市动漫产品的消费者进行实验调查,得到一手数据并进行了数据的整理与分析。在此基础上,研究并提出适合天津动漫产品发展的市场推广策略,即充分利用市场营销组合大力推广动漫产品、注重动漫衍生产品的市场开发、利用体验营销实施动漫产品市场推广、鼓励动漫企业专注品牌的建设与发展等策略。然后,以天津AA动画公司为案例来进行动漫产品的市场推广分析。结合具体的案例对天津动漫企业的发展情况以及存在的问题,改进的策略等进行了研究。最后得出结论,天津的动漫企业应注重整体资源的整合,在已有的资源和政策环境下,、扬长避短,建立适合天津本土的营销策略,才是天津动漫产品营销所要思考的。
[Abstract]:Animation industry, as a sunrise industry in the 21st century, is in the ascendant all over the country, and has also been developed rapidly in Tianjin. It has formed a huge industrial chain around the animation industry and formed a new economic growth point. In the case of high demand for animation, Tianjin issued policies and regulations conducive to the development of animation industry to promote its rapid development. How to promote the development of peripheral derivative products and form a complete industrial chain has become an urgent task for Tianjin to construct animation base and promote Tianjin animation product market. This paper firstly summarizes the research of animation products at home and abroad, and then focuses on the problems in the development of Tianjin animation products. Then it describes the specific situation of Tianjin: Tianjin has a long history and strong cultural heritage, the government has been introducing new policies to support the animation industry; Binhai New area development and opening up and Tianjin city status to bring market advantages. Combined with these specific conditions, the questionnaire survey was used to investigate the consumers of animation products in Tianjin, and the primary data were obtained and the data were collated and analyzed. On this basis, the research and put forward suitable for the development of Tianjin animation products marketing strategy, that is, fully use the marketing mix to promote animation products, focus on the development of animation derivatives market, Use experience marketing to promote animation products, encourage animation companies to focus on brand building and development strategies. Then, take Tianjin AA animation company as the case to carry on the animation product market promotion analysis. Combined with specific cases, the development of Tianjin animation companies and existing problems, improved strategies were studied. Finally, it is concluded that Tianjin animation companies should pay attention to the integration of the overall resources, in the existing resources and policy environment, promote strengths and circumvent weaknesses, establish a suitable local Tianjin marketing strategy, is Tianjin animation product marketing should be considered.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F719

【相似文献】