常州动漫品牌向玩具延伸的策略研究

Study on Strategy from Changzhou Anime Brands to Toy Extensions

基于动漫品牌延伸的基本概念及传承度和延伸评价理论,分析了将已成功的动漫品牌形象,运用于新进入市场的玩具产品,使新玩具产品投放市场即获得原有动漫品牌优势的支持延伸意义,提出了常州动漫品牌向玩具进行延伸的3项策略,即:建立延伸评价指导下的玩具开发机制、实现以感性消费观为驱动的延伸方法论、创新多元化迁移的延伸形式,对常州创新动漫品牌和玩具品牌建设提供了理论指导。

Based on the basic concepts,inheritance and extension assessment theory of anime brand extension,it explored the extension significance of applying the successful images of anime brands to newly-entered toys which won the advantage of the original brands when first entering the market,then put forward three strategies of Changzhou anime brands to toy extensions,i.e.to construct a toy-developing mechanism under the context of extension assessment,to develop an extension methodology driven by perceptual consumption ideas and to innovate the extension form under the circumstance of a multi-dimensional transfer so as to provide a theoretical guide for innovating Changzhou anime brands and toys brands.