本土动漫企业的营销策略探讨  

Discussion on Marketing Strategy of Local Animation

作　　者：孙小舒[1] 

机构地区：[1]武汉理工大学艺术与设计学院,湖北武汉430070

出　　处：《科技与创新》2015年第11期44-44,共1页Science and Technology & Innovation

摘　　要：作为文化产业中的重头军,动漫产业发展飞速并且仍然有很大的发展空间,但竞争日趋激烈。现阶段,我国动漫企业存在一些急需解决的营销问题,例如目标市场范围太窄、动漫衍生品开发不足、企业缺乏品牌建设意识、动漫营销人才缺乏、动漫产品的宣传不力等。针对动漫企业在营销方面存在的这些问题,提出了相应的解决措施。As the cultural industry in the test heavy army, the rapid development of animation industry and still has much room for development, but the competition is becoming increasingly fierce. At this stage, the presence of a number of animation companies need to solve marketing problems, such as too narrow target market, lack of animation derivatives developed, enterprises lack the brand-building awareness, lack of animation marketing talent, animation products, such as poor publicity. For the animation business in marketing of such problems, we proposed the corresponding solutions.

关 键 词：市场营销 动漫产业 营销策略 衍生品开发 

分 类 号：F274[经济管理—企业管理] F719[经济管理—国民经济]