摘要
为了促进中国动漫产业的发展,对动漫品牌联合的商业模式进行研究,讨论了"里约大冒险"和"复仇者联盟"案例,分析现有动漫品牌联合的现象和中国动漫产业品牌联合商业模式的优势与局限。提出两种适合中国动漫产业品牌联合发展之路:企业内部品牌联合与企业间品牌联合。
In order to promote the development of Chinese animation industry,the research of co-branding business mode is carried out.The movies such as ＂Rio＂ and ＂The Avengers＂ which used co-branding strategy are discussed,the advantages and limitations of co-branding business mode are analyzed.Finally,two co-branding ways are proposed according to Chinese animation industry,which are internal co-branding mode and external co-branding mode.
出处
《辽宁科技大学学报》
CAS
2013年第1期70-74,共5页
Journal of University of Science and Technology Liaoning
关键词
品牌
品牌联合
动漫产业
商业模式
brand
co-branding
animation industry
business mode
