日本动漫产业营销策略对我国动漫产业营销的启示

动漫产业作为21世纪的朝阳产业,具有很强的社会经济意义。当前,我国动漫产业的营销还存在许多问题,主要表现是动漫产品内容创新性较低;市场定位不恰当,受众较少;产业链发展不完整;缺乏完善的营销战略;盗版状况严重。通过分析日本动漫产业的发展现状、营销策略,从中得到启示:将动漫产业定位为文化产业的重要组成部分;大力培养原创能力较强的各类动漫人才;提高国产动漫产品创意水平,培养和发掘精品;培养动漫产业营销人才,加大动漫产业营销力度,把我国努力建设成为动漫产业大国。作为企业,要运用好政策方针、了解消费者需求、增加产品内涵、加大营销投入、建立行之有效的产业链和营销策略,树立起自己的动漫品牌,提升市场占有率。

The Inspiration of Marketing Strategies of the Animation Industry in Japan to China

As a sunrise industry in the 21st century,the animation industry is especially significant for the social economy.The animation industry in China now still has many problems.The contents of animation products are lack of innovation with less proper market positioning;the industry chain is not complete;there is no sound marketing strategy;copyright infringements are serious.Through analyzing the condition and marketing strategies of the animation industry in Japan,it is found that to become a nation with a prosperous animation industry,we shall position the animation industry as an important part of the cultural industry,put great effort in cultivating talents with innovative capability,increase the originality of domestic animation products and excavate competitive products,and foster marketing talents to facilitate the growth of marketing force.Enterprises need to make proper use of supportive policies,understand customer demand,add more connotations to their products,enlarge the input in marketing,make an effective industrial chain and marketing strategies,build their own animation brands,and increase their market share.