上海动漫型展会品牌培育可行度策略研究+SWOT分析

摘要目前，我国将文化软动漫产业越来越受到人们的重视。经过20多年的培育和发展，上海展会规模日益扩大，在国内展览业逐步确立的地位，每年若干动漫型展会在上海进行召开，并小具规模。随着举办场次的增加，也显露出了一味模式化的借鉴会展策划的缺点，因为其无法适应上海自身的动漫产业特色。如何培育出带有上海特色的漫展品牌，并促进相关产业的可持续发展是不可忽视的问题。本文以美国、日本的"漫展品牌"为对比案例，上海动漫展(SHCC)作为此次调查对象，运用水平对比法、SWOT模式分析法和问卷调查法，针对上海地区的动漫型展会品牌化的培育可行性进行分析，研究其优势、劣势、机会与威胁，提出相应总结建议。72202

毕业论文关键词：上海；动漫展会；品牌化策略；市场需求

Abstract Nowadays， China is putting more and more attention on our national cultural soft power export and regarding the animation industry as the most important one。 Shanghai exhibition， after more than 20-year-long cultivation and development， has already became a large-scale exhibition and gradually established its own status in the market。 Every year， a number of small-scale animation exhibition holds in Shanghai。 Because these can not adapt to the characteristics of Shanghai's own animation industry， with the increasingly number of exhibitions， the disadvantages of the modeling patterns show out by degrees。 It is the crucial problem that how to create the unique animation-brand with Shanghai characteristics and promote the sustainable development of related industries。 In this paper， making the animation exhibitions of United States and Japan as the comparative case， I investigate Shanghai Animation Exhibition by using questionnaire analysis， horizontal comparison and SWOT model。 According to the analysis of brands of animation exhibitions in Shanghai area， I summarize the advantages and disadvantages， opportunities and threats， and finally get corresponding conclusions and recommendations。

Keywords：Shanghai; Animation Exhibition ; Branding strategy; Marketing requirement

摘要 1

Abstract 1

目录 2

一、绪论 4

（一）研究背景 4

（二）研究目的及意义 4

（三）研究现状 6

（四）发展趋势 6

二、相关理论综述 7

（一）会展理论 7

1、会展 7

2、会展业 7

（二）展会品牌理论 7

1、品牌定位 7

2、品牌展会特征及条件 8

（三）品牌状况相关理论 9

1、SWOT分析法 9

2、水平对比法 9

3、品牌可行度模型 9

三、动漫展会发展模式及其现状 11

（一）动漫产业市场 11

1、国外动漫产业市场 11

2、我国动漫产业市场 12

（二）动漫展会模式上海动漫型展会品牌培育可行度策略研究+SWOT分析:http://www.youerw.com/jingji/lunwen_82114.html