论日本角色市场营销策略的实践与创新

On Practice and Innovation of Marketing Strategies of Manga and Anime Character in Japan

动漫角色商品的滥觞与角色消费的盛行是日本动漫文化产业深度发展的重要标志。尤其是进入21世纪后,围绕角色创意、角色商品化和角色营销而形成的日本动漫角色消费市场逐渐成为日本动漫文化产业发展的重要支撑和新的经济增长点。从日本动漫产业的发展历史过程来看,角色市场经营模式和商品营销策略的不断创新与实践是动漫角色市场保持发展活力的关键所在。

Origination of manga and anime character products and popularity of character consumption are the important symbols of further development of Japanese manga and anime industries. Since the 21 st century,the character consumption market formed by character creativity,character merchandising and character marketing has gradually become the main prop and new economic growth point of Japanese manga and anime industries. Viewed from the history of Japanese manga and anime industries development,innovation and practice of character marketing model and marketing strategies of character merchandise are the key factors for the sound development of character market.