1、毕业论文 试论国产动画衍生产品的营销 试论试论国产动画衍生产品的营销国产动画衍生产品的营销 摘要摘要：动画的衍生产品营销在整个动画产业链起到了非常重要的作用。而对于我 国动画衍生产品的营销手段，方式和程序存在着重要的理论和实践意义。解构我国以往 动画产业在这一领域尝试研究的成与败和国外此方面先进国家的成功经验会起到重要 的指导意义。 本文通过对国产动画衍生品营销现状的分析，结合国内动画衍生品营销成功与失败 的案例，解析营销存在的问题，最终总结并得出一些对目前国产动画衍生品可行的营销 方法和措施。 关键词关键词：动画衍生产品；营销策略；动漫产业 AN ATTEMPT TO DEAL WITH D
2、ERIVATIVE MARKETING OF THE DOMESTIC ANIMATION Abstract: Animation of derivatives marketing in the animation industry chain has played a very important role. For our animation marketing of derivative products, there are important theoretical and practical significance in the methods and procedures. D
3、econstrucing trial research of the animation industry in China in the past and the successful experiences of developed countries in this field will play an important guiding significance. Through analysising the current situation of domestic animation derivatives marketing, combined with animation d
4、erivatives marketing success and failure cases, and deconstruction of marketing problems, this article sum up and draw possible marketing methods and measures for derivatives of the current animation finally. Keywords: Animation derivatives; marketing strategy; animation industry 毕业论文 试论国产动画衍生产品的营销 目 录 绪论1 一、动漫衍生产品的含义2 二、国产动漫衍生产品营销现状3 （一）案例 1：虹猫蓝兔七侠传3
