互联网背景下国产动漫品牌塑造策略研究

作者	郭雅倩
姓名汉语拼音	guoyaqian
学号	2018000012547
培养单位	兰州财经大学
电话	18693259916
电子邮件	nuyoah1016@163.com
入学年份	2018-9
学位类别	专业硕士
培养级别	硕士研究生
一级学科名称	新闻与传播
学科代码	0552
授予学位	硕士研究生
第一导师姓名	王亚炜
第一导师姓名汉语拼音	wangyawei
第一导师单位	兰州财经大学
第一导师职称	教授
题名	互联网背景下国产动漫品牌塑造策略研究
英文题名	Research on the Strategies of Creating Domestic Animation Brands under the Internet Background
关键词	互联网国产动漫品牌塑造
外文关键词	Internet；Domestic animation；Brand building
摘要	近年来，互联网等基础设施的发展和技术的创新，为我国文娱产业的发展升级提供技术支撑的同时，更为国产动漫品牌的塑造提供全新的发展动力。动漫不仅以其技术资源的密集性、创意的核心性、形象的独特性和文化内涵的丰富性而占据至关重要的地位，更以其广阔的发展前景和潜力引起各国的重视。虽然国产动漫品牌发展前景广阔，但动漫作品短暂的生命力和知名度，也是制约国产动漫发展的关键问题。本文通过问卷调查和案例分析的研究方法，通过品牌共鸣模型设计调查问卷，对国产动漫品牌塑造中存在的问题进行讨论，对经典动漫品牌进行分析。研究发现当下国产动漫处于品牌意识缺乏、注重短期效益，品牌认知不强、动漫形象单一，品牌接受度低、文化内涵缺失等困境，而互联网、VR 等技术的发展为国产动漫品牌的塑造提供了新的解决方案。本文认为基于存在的问题进行具体研究时，从塑造与传播两个层面出发进行策略研究。首先，洞察目标受众，对目标受众与作品内容定位，实现精准化服务，实现品牌效应。其次，扎根文化元素，立足创新创意，赋予动漫附加价值与受众产生情感共鸣。再次，建立众筹平台，打造良性循环资金链；通过创新衍生品开发模式，强化动漫品牌授权，实现口碑与利润双收的局面。最后通过打造稳定核心的动漫品牌管理团队和培养高端复合型人才的培养等进行动漫品牌管理。通过品牌定位、品牌管理等方式入手建立动漫品牌认知和品牌识别，打造品牌社区，促进互动营销、线上线下结合，强化体验传播、增强用户黏度，从而塑造知名度与美誉度并存的国产动漫品牌，增强国家的文化自信和文化软实力。总而言之，本文认为从建立品牌认知和增强品牌识别等角度入手或许是动漫品牌塑造的一种新方法和新路径。关键词：互联网国产动漫品牌塑造
英文摘要	In recent years, the development of infrastructure such as the Internet and technological innovation have provided technical support for the development and upgrading of my country's cultural and entertainment industry, and at the same time provided a new development impetus for the shaping of domestic animation brands. Animation not only occupies a vital position with its technical resource intensiveness, creative core, unique image and rich cultural connotation, but also attracts the attention of all countries with its broad development prospects and potential. Although the development prospects of domestic animation brands are broad, the short-term vitality and popularity of animation works are also key issues that restrict the development of domestic animation. This article uses the research methods of questionnaire survey and case analysis, and designs the questionnaire through the brand resonance model, discusses the problems existing in the creation of domestic animation brands, and analyzes the classic animation brands. The study found that the current domestic animation is in the dilemma of lack of brand awareness, focus on short-term benefits, weak brand recognition, single animation image, low brand acceptance, and lack of cultural connotation. The development of Internet, VR and other technologies provides a way for the shaping of domestic animation brands. A new solution. This article believes that when conducting specific research based on existing problems, strategic research is carried out from two levels of shaping and dissemination. First of all, insight into the target audience, positioning the target audience and the content of the work, realizing precise services, and realizing the brand effect. Secondly, take root in cultural elements, based on innovation and creativity, and give the animation added value to resonate emotionally with the audience. Thirdly, establish a crowdfunding platform to create a virtuous cycle of capital chain; through innovative derivative development models, strengthen the authorization of animation brands, and achieve a situation of both word-of-mouth and profit. Finally, the animation brand management is carried out by building a stable core animation brand management team and cultivating high-end compound talents. Establish animation brand recognition and brand identity through brand positioning, brand management, etc., build brand communities, promote interactive marketing, online and offline integration, strengthen experience communication, increase user stickiness, and create a domestic animation brand with coexistence of popularity and reputation , To enhance the country’s cultural self-confidence and cultural soft power. All in all, this article believes that starting from the perspective of establishing brand awareness and enhancing brand recognition may be a new method and new path for animation branding. Keywords：Internet；Domestic animation；Brand building
学位类型	硕士
答辩日期	2021-05
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	74
参考文献总数	53
馆藏号	0003892
保密级别	公开
中图分类号	G21/64
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/29731
专题	商务传媒学院
推荐引用方式 GB/T 7714	郭雅倩. 互联网背景下国产动漫品牌塑造策略研究[D]. 甘肃省兰州市. 兰州财经大学,2021.

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