我国动漫产品营销模式创新研究——基于知识管理的视角

通过对北京市青少年群体动漫产品市场消费行为进行调研,研究了动漫市场消费群体,消费需求以及消费特点,并且对我国动漫市场的营销模式现状和存在问题进行了分析,从而提出动漫产品传统营销模式应向品牌营销模式、衍生品营销模式、整合营销模式、新媒体营销模式及体验营销模式的转变。

The Research of Anime Products Marketing Model Based on Knowledge Management

By a survey of Beijing city youth group animation products market consumer behavior, This paper studies the anime market consumer groups, consumer demand and anime product consumption characteristics, and to our country anime market marketing mode of the current situation and existing problems are analyzed, and then puts forward the anime product the traditional marketing mode should be to the brand marketing mode, derivatives marketing model, integrated marketing mode and experience marketing model transformation.