電視制片管理論文編號:DSZP035 論文字數:4481,頁數:07 附任務書,開題報告,中期檢查表,指導記錄,答辯表

目   錄
緒論……………………………………………………………………………………1
一、動漫衍生產品的含義……………………………………………………………2
二、國產動漫衍生產品營銷現狀……………………………………………………3
 （一）案例1：《虹貓藍兔七俠傳》…………………………………………3
 （二）案例2：《寶蓮燈》……………………………………………………3
三、國產動畫衍生產品的營銷策略…………………………………………………4
 （一）“先嘗后買” ……………………………………………………………4
 （二）后拉式營銷…………………………………………………………………4
 （三）綁定銷售……………………………………………………………………4
 （四）版權保護……………………………………………………………………5
致謝………………………………………………………………………………………5
參考文獻…………………………………………………………………………………5

 摘要：動畫的衍生產品營銷在整個動畫產業鏈起到了非常重要的作用。而對于我國動畫衍生產品的營銷手段，方式和程序存在著重要的理論和實踐意義。解構我國以往動畫產業在這一領域嘗試研究的成與敗和國外此方面先進國家的成功經驗會起到重要的指導意義。
 本文通過對國產動畫衍生品營銷現狀的分析，結合國內動畫衍生品營銷成功與失敗的案例，解析營銷存在的問題，最終總結并得出一些對目前國產動畫衍生品可行的營銷方法和措施。
 關鍵詞：動畫衍生產品；營銷策略；動漫產業
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