發(fā)布時(shí)間：2018-05-21 19:29

  本文選題：動(dòng)漫產(chǎn)業(yè) + 品牌延伸　； 參考：《中南大學(xué)》2009年碩士論文

【摘要】： 當(dāng)今伴隨著市場(chǎng)經(jīng)濟(jì)的縱深發(fā)展,品牌對(duì)于動(dòng)漫產(chǎn)業(yè)的發(fā)展顯得越來(lái)越重要。20世紀(jì)80年代以來(lái),國(guó)產(chǎn)動(dòng)漫一直在市場(chǎng)化運(yùn)作方面裹足不前,中國(guó)90%的動(dòng)漫產(chǎn)業(yè)市場(chǎng)長(zhǎng)期被歐美、日、韓等外國(guó)動(dòng)漫產(chǎn)品占據(jù)。正是這種狀況的延續(xù),催生了中國(guó)動(dòng)漫產(chǎn)業(yè)發(fā)展的巨大機(jī)遇。社會(huì)對(duì)動(dòng)漫產(chǎn)業(yè)已經(jīng)普遍認(rèn)同,產(chǎn)業(yè)化概念逐漸的清晰,政府不斷出臺(tái)鼓勵(lì)政策,中國(guó)動(dòng)漫產(chǎn)業(yè)市場(chǎng)正在迅速擴(kuò)大。我們應(yīng)抓住機(jī)遇、找準(zhǔn)切入點(diǎn),全力打造民族動(dòng)漫形象和品牌,創(chuàng)造全球一流的動(dòng)漫企業(yè)。 鑒于這些問(wèn)題,筆者認(rèn)為有必要從方法論的角度出發(fā),在充分了解動(dòng)漫原型的形象特征的基礎(chǔ)上,探討出更加有創(chuàng)意的方法來(lái)指導(dǎo)動(dòng)漫衍生產(chǎn)品的不斷拓展和延伸,將這些方法對(duì)應(yīng)到動(dòng)漫衍生產(chǎn)品的設(shè)計(jì)中,在一個(gè)更具體的范疇內(nèi)將這種方法付諸于行動(dòng)。 本文在廣泛收集品牌延伸理論相關(guān)文獻(xiàn)的基礎(chǔ)上,首先從核心品牌因素、消費(fèi)者因素、企業(yè)內(nèi)部因素、企業(yè)外部因素這四個(gè)方面總結(jié)了影響品牌延伸成敗的關(guān)鍵因素。其次,根據(jù)上述四方面因素,本文構(gòu)建了品牌延伸的影響因素模型,在通過(guò)調(diào)研、實(shí)證研究后,確定該模型是可行的。然后還構(gòu)建了品牌延伸的可行性評(píng)價(jià)的指標(biāo)體系,運(yùn)用層次分析法對(duì)品牌延伸的可行性進(jìn)行綜合評(píng)價(jià)。最后本文通過(guò)“藍(lán)貓”品牌延伸的案例分析,演示了層次分析法在品牌延伸決策中的應(yīng)用,重點(diǎn)是圍繞該評(píng)價(jià)體系來(lái)如何判斷企業(yè)品牌延伸的成功率。 由于時(shí)間、精力等客觀限制,文章的研究存在一定局限性,如本文的研究屬于描述性研究,未能深入挖掘現(xiàn)象背后原因；沒(méi)有就外在因素對(duì)影響品牌延伸因素進(jìn)行全面的深入研究等。這些局限性,也正是未來(lái)繼續(xù)研究的方向和突破口所在。
[Abstract]:With the deep development of market economy nowadays, brand is becoming more and more important for the development of animation industry. Since 1980s, domestic animation industry has been stagnant in market operation, 90% of China's animation industry market has been Europe and America for a long time. Japan, South Korea and other foreign animation products occupied. It is the continuation of this situation, the birth of China's animation industry development opportunities. The society has generally agreed to the animation industry, the concept of industrialization is gradually clear, the government continues to introduce encouraging policies, China's animation industry market is expanding rapidly. We should seize the opportunity, find the right entry point, to create the national animation image and brand, to create a world-class animation companies. In view of these problems, I think it is necessary to set out from the perspective of methodology, on the basis of fully understanding the image characteristics of animation prototype, to explore more creative methods to guide the development and extension of animation derivative products. Correspond these methods to the design of anime derivatives and put them into action in a more specific context. Based on the extensive collection of literature on brand extension theory, this paper summarizes the key factors that affect the success or failure of brand extension from four aspects: core brand factor, consumer factor, internal factor and external factor. Secondly, according to the above four factors, this paper constructs the influence factor model of brand extension, through investigation, empirical research, it is feasible to determine the model. Then, the index system of feasibility evaluation of brand extension is constructed, and the feasibility of brand extension is evaluated synthetically by analytic hierarchy process (AHP). Finally, this paper demonstrates the application of AHP in brand extension decision-making through the case study of "Blue Cat" brand extension, focusing on how to judge the success rate of brand extension around the evaluation system. Because of the limitation of time and energy, the research of this paper has some limitations, for example, the research in this paper belongs to the descriptive research, and the reasons behind the phenomenon can not be excavated deeply. There is no comprehensive and in-depth study on the external factors affecting brand extension factors and so on. These limitations are also the direction and breakthrough of further research in the future.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2;F719

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李冰銳;吉林動(dòng)漫集團(tuán)發(fā)展戰(zhàn)略研究[D];吉林大學(xué);2012年

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本文編號(hào)：1920459