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作者 : 潘瑞芳
總數: 1
動漫產業模式研究與實踐
作者
潘瑞芳
分類號
C3.2.1 008
出版社
中國廣播電視出版社
主題
語言與文化、媒體
註釋
潘瑞芳編的《動漫產業模式研究與實踐》分為八章,包括動漫產業概述、國外動漫產業模式與行銷、長尾理論驅動的動漫產業發展模式、動漫民族品牌、動漫 衍生產品市場分析、中國動漫產業行銷策略、動畫創意人才培養、案例分析等。本書立足具有代表性和具有特色的動漫作品及其衍生產品出發,回顧和總結了動漫產 業發展的主要歷程,梳理動漫產業發展的內在邏輯,列舉發展過程中取得的標誌性成果。嘗試用長尾理論來詮釋動漫產業發展模式,探討動漫產業行銷模式,此書對 動漫與動漫衍生產品行銷的定位有著積極指導性的意義。 目錄 前言 第一章 動漫產業概述 1.1 動漫概念探究 1.2 動漫產業概述 1.2.1 動漫產業的界定 1.2.2 動漫產業發展階段的分析 1.2.3 產業概述 1.4 泛動畫形成 1.5 動漫市場行銷概述 1.5.1 動漫市場行銷概念 1.5.2 動漫市場行銷對象 1.5.3 卡通品牌行銷案例 1.6 中國動漫產業政策概述 1.6.1 動漫產業政策 1.7 動漫產業面臨機遇與挑戰 1.7.1 動漫產業面臨機遇 1.7.2 動漫產業面臨挑戰 第二章 國外動漫產業模式與行銷 2.1 美國動漫產業模式 2.1.1 美國動漫產業模式發展 歷史 2.1.2 美國動畫片市場呈現新特點 2.1.3 美國動漫市場新變化 2.1.4 美國動漫產業的行銷案例 2.2 日本動漫產業模式與行銷 2.2.1 日本動漫產業的特點 2.2.2 日本動漫產業模式的發展回顧 2.2.3 動漫產品帶動日本地方經濟增長 2.2.4 日本動漫產業面臨的 困境 2.3 韓國動漫產業模式 2.3.1 韓國動漫產業模式發展回顧 2.3.2 韓國動漫產業的發展特點 2.3.3 韓國重振動漫產業的幾大措施 第三章 長尾理論驅動的動漫產業發展模式 3.1 動漫產業發展的戰略模式 3.2 長尾理論 3.2.1 長尾理論的內涵和實質 3.2.2 長尾特徵模型 3.3 動漫企業的長尾模型分析 3.3.1 動漫企業長尾分佈 …… 第四章 動漫民族品牌 4.1 動漫民族品牌的界定 4.2 打造動漫民族品牌核心竟爭力 4.3 樹立動漫民族品牌的意識 4.4 創意提升動漫民族品牌的價值 4.5 動漫民族品牌的營銷 第五章 動漫衍生產品市場分析 5.1 動漫衍生產品概述 5.2 動漫衍生產品市場概述 5.3 動漫衍生產品消費市場和購買行為分析 第六章 中國動漫產業行銷策略 6.1 中國動漫產業營銷策略 6.2 中國動漫產業的品牌營銷策略 6.3 中國動漫各產業營銷策略分析 6.4 中國動漫產業品牌營銷策略分析 6.5 案例分析 第七章 我國 動漫產業人才培養 7.1 三大動漫強國的動漫產業人才培養比較 7.2 其他國家 7.3 動漫產業需要的人才類型 7.4 中國動漫人才培養策略 第八章 案例分析 8.1 中國卡通第一品牌 8.2 國內第一家擁有動畫片出品資質的民營動畫公司 8.3 發展中的動畫公司──中南卡通