發(fā)布時間：2019-05-18 16:11

【摘要】：隨著社會經濟的不斷發(fā)展,人們生活水平不斷提高,傳統(tǒng)的衣食住行等基本條件的滿足已經遠遠達不到現(xiàn)代人們的要求。人們的關注重點止在從對產品和實用價值的關注轉移到產品帶來的精神享受,更注重體驗的過程。于是體驗營銷也順勢興起,進人體驗經濟時代,傳統(tǒng)式營銷己逐漸地被體驗式營銷所代替。同時體驗式營銷也改變著消費行為,并為產品找到新的價值與生存空間。動漫產業(yè)作為一個新興的朝陽產業(yè),對體驗式營銷方式也做了不同形式的嘗試,并一步步完善起來。本文通過介紹動漫體驗式營銷的概念、特點、方式等來對動漫產業(yè)的發(fā)展做進一步的探索。
[Abstract]:With the continuous development of social economy and the continuous improvement of people's living standards, the satisfaction of the traditional basic conditions, such as food, clothing, housing, transportation and so on, is far from meeting the requirements of modern people. People pay more attention to the process of experience from paying attention to the product and practical value to the spiritual enjoyment brought by the product. As a result, experiential marketing is also on the rise, entering the era of experience economy, traditional marketing has been gradually replaced by experiential marketing. At the same time, experiential marketing also changes consumer behavior and finds new value and living space for products. Animation industry as a new sunrise industry, experiential marketing has also made different forms of attempt, and step by step to improve. This paper introduces the concept, characteristics and methods of animation experiential marketing to further explore the development of animation industry.
【學位授予單位】：天津美術學院
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G124

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本文編號：2480146