我国动漫衍生品市场特征及其营销策略研究

Characteristics and marketing strategy research of China's animation derivatives market

动漫产业由于国家的大力扶持迅猛发展,动漫衍生品企业也随之纷纷崭露头角。动漫衍生品市场规模和潜力巨大,国外品牌占据市场主导,国产动漫衍生品产业链尚不健全,企业规模小、盈利模式单一。为争取在激烈的市场竞争中赢得立足和壮大的机会,动漫衍生品企业应在产品、价格、促销、渠道等方面综合制定相应策略。

The animation industry in China develops rapidey due to the strong support of the national government. Animation derivatives enterprises also will benefit from it. China＇s animation derivatives market have huge potential, however foreign brands occupy dominant position, and the domestic animation industry chain is not perfect with small scale enterprise. To win in the fierce market competition, Chinese animation enterprises should formulates corresponding strategy in prodecet, price, promotion, channels and other aspects.