試論國(guó)產(chǎn)動(dòng)畫衍生產(chǎn)品的營(yíng)銷

電視制片管理論文編號(hào):DSZP035 論文字?jǐn)?shù):4481,頁(yè)數(shù):07 附任務(wù)書,開題報(bào)告,中期檢查表,指導(dǎo)記錄,答辯表

目   錄
緒論……………………………………………………………………………………1
一、動(dòng)漫衍生產(chǎn)品的含義……………………………………………………………2
二、國(guó)產(chǎn)動(dòng)漫衍生產(chǎn)品營(yíng)銷現(xiàn)狀……………………………………………………3
 （一）案例1：《虹貓藍(lán)兔七俠傳》…………………………………………3
 （二）案例2：《寶蓮燈》……………………………………………………3
三、國(guó)產(chǎn)動(dòng)畫衍生產(chǎn)品的營(yíng)銷策略…………………………………………………4
 （一）“先嘗后買” ……………………………………………………………4
 （二）后拉式營(yíng)銷…………………………………………………………………4
 （三）綁定銷售……………………………………………………………………4
 （四）版權(quán)保護(hù)……………………………………………………………………5
致謝………………………………………………………………………………………5
參考文獻(xiàn)…………………………………………………………………………………5

 摘要：動(dòng)畫的衍生產(chǎn)品營(yíng)銷在整個(gè)動(dòng)畫產(chǎn)業(yè)鏈起到了非常重要的作用。而對(duì)于我國(guó)動(dòng)畫衍生產(chǎn)品的營(yíng)銷手段，方式和程序存在著重要的理論和實(shí)踐意義。解構(gòu)我國(guó)以往動(dòng)畫產(chǎn)業(yè)在這一領(lǐng)域嘗試研究的成與敗和國(guó)外此方面先進(jìn)國(guó)家的成功經(jīng)驗(yàn)會(huì)起到重要的指導(dǎo)意義。
 本文通過(guò)對(duì)國(guó)產(chǎn)動(dòng)畫衍生品營(yíng)銷現(xiàn)狀的分析，結(jié)合國(guó)內(nèi)動(dòng)畫衍生品營(yíng)銷成功與失敗的案例，解析營(yíng)銷存在的問(wèn)題，最終總結(jié)并得出一些對(duì)目前國(guó)產(chǎn)動(dòng)畫衍生品可行的營(yíng)銷方法和措施。
 關(guān)鍵詞：動(dòng)畫衍生產(chǎn)品；營(yíng)銷策略；動(dòng)漫產(chǎn)業(yè)
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