试论国产动画衍生产品的营销

文档编号:DSZP035 文档字数:4481,页数:07 附任务书,开题报告,中期检查表,指导记录,答辩表

 摘要：动画的衍生产品营销在整个动画产业链起到了非常重要的作用。而对于我国动画衍生产品的营销手段，方式和程序存在着重要的理论和实践意义。解构我国以往动画产业在这一领域尝试研究的成与败和国外此方面先进国家的成功经验会起到重要的指导意义。
 本文通过对国产动画衍生品营销现状的分析，结合国内动画衍生品营销成功与失败的案例，解析营销存在的问题，最终总结并得出一些对目前国产动画衍生品可行的营销方法和措施。
 关键词：动画衍生产品；营销策略；动漫产业
 

An Attempt to Deal with Derivative
MARKETING of the Domestic Animation

 Abstract: Animation of derivatives marketing in the animation industry chain has played a very important role. For our animation marketing of derivative products, there are important theoretical and practical significance in the methods and procedures. Deconstrucing trial research of the animation industry in China in the past and the successful experiences of developed countries in this field  will play an important guiding significance.
 Through analysising the current situation of domestic animation derivatives marketing, combined with animation derivatives marketing success and failure cases, and deconstruction of marketing problems, this article sum up and draw possible marketing methods and measures for  derivatives of the current animation finally.
 Keywords: Animation derivatives; marketing strategy; animation industry

目   录
绪论……………………………………………………………………………………1
一、动漫衍生产品的含义……………………………………………………………2
二、国产动漫衍生产品营销现状……………………………………………………3
 （一）案例1：《虹猫蓝兔七侠传》…………………………………………3
 （二）案例2：《宝莲灯》……………………………………………………3
三、国产动画衍生产品的营销策略…………………………………………………4
 （一）“先尝后买” ……………………………………………………………4
 （二）后拉式营销…………………………………………………………………4
 （三）绑定销售……………………………………………………………………4
 （四）版权保护……………………………………………………………………5
致谢………………………………………………………………………………………5
参考文献…………………………………………………………………………………5

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