我国动漫衍生品的市场营销策略研究+SWOT分析
关键词： 动漫衍生品；新媒体传播；营销策略；SWOT分析
The Study of marketing strategy research of Animation derivatives
Abstract: Buy animation products, from slowly emerging animation shop, until the famous cartoon brand have set up a special counter stores to promote its derivatives, which is a marketing development opportunity of our animation derivatives. With the continuous development of today's networks and other new media, providing a vast network market and also provide a bigger platform to expand sales channels for the cartoon image of the publicity. In the context of new media ,Cartoon characters first have amazing cartoon image, then via the Internet, 3G mobile phone platform, QQ, video or other cross-media platform to highlight the their personality traits, then get the emotional identification for the majority of consumers to promote the animation derivatives sales. In recent years, the endless stream of sales of the model with the enterprises, Such as the purchase of company's products or service with plus some money to get an “anime character model ".This way is different from the previous single gift promotions, offers the possibility of a new way of selling the animation derivatives.
KeyWords ：Animation derivatives; New Media Communication; marketing strategy; SWOT analysis
目录
一．引言1
（一）研究目的和意义1
1.研究目的1
2.研究意义1
（二）研究方法及基本论点1
1.研究方法2
2.基本论点2
二．我国动漫衍生产品的概念和发展现状分析3
（一）动漫衍生产品基本概念及类别3
1．动漫衍生产品概念3
2．动漫衍生产品类别3
（二）我国动漫衍生产品市场特征及市场发展现状3
1．我国动漫衍生产品市场特征3
2．我国动漫衍生产品市场发展现状5
三．我国动漫衍生产品营销发展中存在的问题6
（一）我国动漫衍生产品营销发展中所面临的问题6
1.品牌建立不足，版权意识的缺失，盗版商品占据大部分市场6
2.目标市场分析不足，市场定位不准确，产品结构有待改进6
3.动漫衍生品营销推广方式单一，营销渠道有待拓宽6
四．我国动漫衍生产品的市场机会分析7
（一）我国动漫衍生产品市场SWOT分析7
1. 我国动漫衍生产品市场的优势.....7
2. 我国动漫衍生产品市场的劣势.....7
3. 我国动漫衍生产品市场的机会.....7
4. 我国动漫衍生产品市场的威胁.....8
（二）调研结论分析及消费者购买预测的建议.9
五．我国动漫衍生产品的目标市场营销分析10
（一） 我国动漫衍生产品应进行市场细分，准确把握受众需求10
（二） 动漫衍生产品应选择差异性目标市场..10
（三） 动漫衍生品应有明确的市场定位，建立品牌11
吹冰．我国动漫衍生产品的市场营销策略分析12
（一）动漫衍生产品的市场营销策略4p分析..12