迪斯尼與藍(lán)貓動(dòng)漫營(yíng)銷模式之比較研究.pdf

1、廈門大學(xué)碩士學(xué)位論文迪斯尼與藍(lán)貓動(dòng)漫營(yíng)銷模式之比較研究姓名：張春節(jié)申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：傳播學(xué)指導(dǎo)教師：朱健強(qiáng)20070530ABSTRACTNativeAnimationindustryhasn’tgottenanygrowssince1960sandtheAnimationproductsofAmerican，JapaneseandKoreantookup90％ofChineseAnimationmarketBasedonthea

2、nalysisoftheUnitedStatesAnimationmarketingmodelasabasisforreviewofdomesticmarketingmodeandthroughin—depthcomparativestudythattrackdomesticmarketingmodemarketingtrackwithmeUnitedStatesonthedifferenceslieTotrackdomesticmar

3、ketingandindustrializationoftheroadprovidesomeguidanceandreflectionThispaperadoptsthemethodofcasestudytodiscussdifferencesoftheanimationmarketingmodelinDisneyandBlueCatThepaperprobesintotheapproaches，marketingmodels，diff

4、erences，brandextension，thelimitationandfutureresearchdirectionswefacedThroughtheresearch，theauthorgetsfindingsasfollows：ThecharacterofthemarketingmodelofDisneyandBlueCatisalmostthesameastheliteraturemarketingmodelwhichis

5、comefrom4PmarketingmodelAndthemodelofAnimationmarketingincludesof4stageswhichareProduct，Communication，MarketexploitandMarketingtechniquescombinationThisiswhatthesamethetwoAnimationbrandhaveHowevertheyhavedifferencesjustf

6、romthe4stages：1，Product：Disney’SqualityVSBlueCat’Squantity；2，Communication：ownspowerfulMediabyitselfBlueCat’SnearlyZerOincomefromTv；3，Marketexploit：Disney’SMediabrandandextendsrightly；BlueCat’Schildrenanimationandextends

7、crazily；4，Disney’SMarketingtechniquescombination：Disney’Smetropolisparks’Disneyization；BlueCat’SmiddleandlittlecityAnimationseriesshopandthestrategyofthepricecuttingOffFinallyDuetothetime，energyandotherobjectiveconstrain

8、ts，andtheresearchiscertainlimitations，thisstudyisdescriptivestudynotexaminingindepththereasonsbehindthephenomenon；noexternalfactorstoaffectthemarketingmodelforacomprehensiveandthoroughresearchTheselimitations，itisalsothe