动漫衍生品的大学生消费行为研究

Research on College Students' Consumption Behavior of Animation Derivatives

本文以大学生为研究对象,首先通过实证研究得出该群体更偏爱主题设施类、游戏类和玩具、手办类这三大类动漫衍生品。然后,分析得出动漫衍生品的外观设计、质量和销售渠道是影响其消费的主要因素。最后,根据研究成果及当今动漫衍生品市场消费现状,提出发挥创意、增加产品种类、优化销售渠道、打击山寨、明确定位、设计全民化六大对策建议。

In this paper, college students as the research object, first of all, through empirical research that the group preferred thematic facilities, games and toys, hand-held class these three major types of ani-mation derivatives. Third, the appearance design, quality and sales channel of animation derivatives are the main factors affecting their consumption. Finally, according to the research results and present status of an-imation derivatives market consumption, put forward six proposals to play a creative, increase product vari-ety, optimize sales channels, crack down on cottage, clear positioning, design of universal people.