国内动漫衍生品市场发展现状与策略研究  

Research on Current Situation and Strategy for Domestic Animation Derivatives Market

作　　者：黄华[1] 

机构地区：[1]郑州航空工业管理学院艺术设计系,河南郑州450015

出　　处：《河南工程学院学报（社会科学版）》2012年第2期28-30,共3页Journal of Henan University of Engineering(Social Science Edition)

摘　　要：作为文化创意产业的重要组成部分,我国动漫产业在国家政策的大力支持下,近年来发展迅猛,规模不断扩展,未来成长空间巨大,但总产值并不高。针对这一突出矛盾,企业应准确定位目标消费群体,全方位拓展衍生品市场,不断完善产业链,同时积极打击盗版侵权,维护品牌利益,促进我国动漫产业的长效健康发展。As an important part of the cultural and creative industry, under the powerful support of national policy, China＇s animation industry has developed rapidly, the future growth space is enormous, but the total output value is not high. In view of this prominent contradiction, the enterprise should be accurately positioning target consumption group, all-round development derivatives market, and should continue to promote the industrial chain, and at the same time actively fight against piracy, maintain the brand interest, and promote the long-term healthy development of China＇s animation industry.

关 键 词：动漫衍生品 动漫产业 发展策略 

分 类 号：F279.23[经济管理—企业管理]