中国动漫产业的营销与现状分析

中国动漫产业的营销与现状分析

【中文摘要】中国动漫在沉静了几十年后,迎来了新的发展机遇,面对韩日美等动漫强国的步步紧逼,中国政府逐步意识到动漫产业巨大的社会价值和经济价值,开始对动漫产业大力扶持,各种配套措施和行政投入为近几年国内动漫行业的发展注入了强劲的动力,在政策引导下,国内动漫行业聚集了大量的社会资源,动漫产品的生产规模迅速扩大。然而在行业规模迅速膨胀的同时,也出现了许多值得我们思考的问题,我们的动漫产业怎样走自己的发展之路,怎样在目前的政治经济环境下,建立适合国情的动漫产业的循环模式。这些对于刚刚起步的国内动漫产业来说是一个迫切需要解决的课题。目前国内动漫产品的产业结构单一,消费群体狭窄,国内营销市场化称度低,动漫行业的人才培养、产品开发、渠道销售等环节还还处在探索和完善的过程中。中国动漫既需要理性的热情又需要前瞻性的战略布局,相信在经过磨砺之后,中国动漫会有新一轮的辉煌,跻身世界动漫强国之列。【关键词】动漫产业发展现状营销环境

【Abstract 】Chinese cartoon in silence for a few decades, ushered in the new development opportunities, in the face of beauty, such as cartoon powers in Korea and Japan, the Chinese government has gradually realized the animation industry of great social value and economic value, to the animation industry vigorously support, a variety of supporting measures and administrative inputs for the development of domestic animation industry in recent years has injected strong power, in the policy guidance, the domestic animation industry gathered a large number of social resources, animation production scale is expanding fast. In industry scale rapid expansion at the same time, however, there have been many problems worthy of our thinking, our animation industry how to follow your own path, and how in the current political and economic environment, establish suitable for the situation of animation industry cycle model. These for fledgling domestic animation industry is an urgent need to solve the issue. A single industrial structure, the

current domestic animation products consumer groups, narrow domestic marketing marketization degree is low, animation industry personnel training, product development, channel sales also is in the process of exploring and perfecting. The enthusiasm of the Chinese cartoon needs both rational and forward-looking strategic layout, believe after hone, Chinese cartoon will have a new round of brilliance, among the anime world powers said.

【Key words 】the current situation of the development of animation industry marketing environment

第一章前言

1.1研究的目的与意义

1.2中国动漫产业的现状

1.3中国动漫产业的发展概述

第二章动漫产业的营销环境分析

2.1营销的作用与动漫营销的特点

2.2国内营销环境分析

2.3国外营销环境分析

第三章中国动漫产业的营销与现状分析

3.1 中国动漫产业的营销策略分析

3.2中国动漫产业存在的问题

3.3国外优秀动漫营销策略

3.4国家政策对动漫产业的影响

第四章中国动漫产业发展对策探究

3.1创建品牌

3.2品牌价值核心——品牌文化

3.3坚持走创新之路

第五章结论

参考文献

【1】孔德琛，山东师范大学，2011，硕士，《中国动漫产业的文化营销研究》【2】甄业萍；山东大学，2008，硕士，《动漫产业市场营销问题论析》

【3】舒畅；武汉科技大学城市学院；《中国动漫产业营销策略浅析》

【4】杨东润；南京师范大学，2008，硕士，《国内动漫产业的营销及现状分析》【5】曹琪，东北财经大学，2011，硕士，《日本动漫产业营销策略研究》【6】盛帅帅，《中美动漫产业营销模式比较分析》

【7】《政府动漫产业工作意见》